How to Write a Backorder Update Email to Customers

What Is a Backorder Update Email?

A backorder update email is a customer communication sent when an ordered product is temporarily unavailable and will be fulfilled when new inventory becomes available.

A backorder is different from simply saying that a product is out of stock. In a backorder situation, the customer has already purchased the product and is waiting for fulfillment. Shopify describes a backorder as an item that is temporarily unavailable but is expected to be available later. :contentReference[oaicite:1]{index=1}

Because the customer has already placed an order, the email should focus on the existing order rather than trying to make another sale.

Why Send a Backorder Update Email?

Customers should not have to repeatedly contact support to discover why their order has not shipped. A proactive update gives them useful information before they have to ask.

Shopify recommends communicating accurate fulfillment estimates and using status updates for backordered items. :contentReference[oaicite:2]{index=2}

A good update can help you:

• Set realistic expectations.
• Explain why the order has not shipped.
• Reduce confusion about the order status.
• Give customers a clear next step.
• Keep customers informed when the estimated date changes.

When to Send the Email

Send a backorder update as soon as you know that the original fulfillment expectation will not be met or that the customer needs additional information.

Useful situations include:

• A product becomes backordered after the customer places an order.
• The expected restock date changes.
• A supplier provides a new estimated availability date.
• The backorder is taking longer than originally expected.
• The item becomes available and is ready for fulfillment.

Do not wait until the customer sends a "Where is my order?" message if you already know there is a meaningful delay.

Check the Information Before Sending

A backorder email is only useful if the information is accurate. Before sending it, verify the details in your inventory and order systems.

• Customer name.
• Order number.
• Product name.
• Product variant, such as size or color.
• Quantity affected.
• Current order status.
• Latest inventory estimate.
• Expected fulfillment timeframe.
• Available customer options.

If the supplier has not confirmed a date, do not present an unconfirmed date as a guarantee.

What to Include in a Backorder Update Email

A useful message normally includes these elements:

1. A clear subject line that tells the customer the email is an order update.
2. A personal greeting using the customer's name when appropriate.
3. The order number so the customer can identify the order quickly.
4. The affected product and relevant variant.
5. A short explanation of the backorder.
6. An estimated timeframe when reliable information is available.
7. The next step so the customer knows what will happen.
8. Available options if the customer can change or cancel the affected item.
9. A support contact for questions.

How to Write the Email Step by Step

1. Start With the Purpose

Tell the customer immediately that you are providing an update about their order. Avoid making the reader search through a long introduction to discover the reason for the email.

For example:

"We wanted to give you an update on your order #10482."

2. Name the Affected Product

If the order contains several products, identify exactly which item is affected.

For example: "The Classic Leather Backpack in Black is currently on backorder."

3. Explain the Situation Clearly

Keep the explanation simple. Customers usually need the relevant information, not a long description of internal purchasing or supplier processes.

4. Give the Latest Reliable Estimate

If inventory is expected around a specific date, state that date. If the date is uncertain, use a clearly labeled estimate such as "we currently expect inventory within 2–3 weeks."

5. Explain What Happens Next

Tell the customer whether the order will automatically continue toward fulfillment, whether another update will be sent, or whether the customer needs to contact support.

6. Give Options When Appropriate

If your store allows cancellation, replacement, substitution, or another resolution, explain the available options without hiding them.

How to Explain the Estimated Timeframe

The estimated timeframe is one of the most important parts of the message. Customers need enough information to decide whether they are comfortable waiting.

Compare these approaches:

Too vague: "Your order will ship soon."

More useful: "We currently expect the next shipment to arrive during the week of October 12."

If the date has not been confirmed, make the uncertainty clear:

"Our current estimate is 2–3 weeks, but the timing may change based on inventory availability."

Avoid promising a delivery date when you only know an estimated restock date. Restock, fulfillment, shipping, and delivery are separate stages.

How to Explain Customer Options

Some stores may offer customers several options when an item is backordered. The available choices depend on the store's policies and order system.

Possible options may include:

• Continue waiting for the item.
• Replace the item with an available product.
• Cancel the affected item.
• Request a refund when applicable.
• Split fulfillment if the store supports separate shipments.

Only mention options that your business actually provides. Do not promise a cancellation, refund, replacement, or partial shipment unless the process has been confirmed.

If customers have no action to take, say so directly: "No action is required from you at this time."

When an Order Has Multiple Items

Multiple-item orders require extra clarity. A customer may have ordered several products, while only one item is backordered.

For example:

• Item A: In stock
• Item B: Backordered
• Item C: In stock

Tell the customer whether the available products will ship separately or whether the complete order will wait for the backordered item.

If your fulfillment system supports split shipments, explain the process clearly. If it does not, avoid implying that separate shipping is available.

Backorder Email Subject Lines

Here are practical subject-line options:

• Update on Your Backordered [Product Name]
• Your Order #[Order Number] Update
• Update: [Product Name] Backorder
• Important Update About Your Order
• Your [Product Name] Is Temporarily Backordered
• New Update on Your [Product Name]
• We're Still Waiting on [Product Name]
• Your Backorder Status Update

Choose a subject line that accurately describes the message. Avoid creating false urgency when the email is simply an order-status update.

U.S. Ecommerce Example

Imagine a U.S. customer ordered a $79.99 kitchen appliance that is temporarily unavailable. The business has received an updated supplier estimate indicating that inventory should arrive in approximately two weeks.

This example is hypothetical. The important principle is to distinguish the inventory estimate from a guaranteed delivery date.

Backorder Email Automation

Backorder communication can be incorporated into an ecommerce email workflow when your systems can reliably identify affected orders and inventory status.

A simple workflow might look like this:

1. Customer places an order.
2. System identifies that an item is backordered.
3. Customer receives the initial backorder notification.
4. Inventory or fulfillment status changes.
5. Customer receives an updated status message when appropriate.
6. Item becomes available.
7. Shipping confirmation is sent after the order is actually shipped.

Automated email sequences are useful for status updates, but automation should use current order and inventory information. Shopify specifically recommends automated status updates as part of managing backorders. :contentReference[oaicite:3]{index=3}

You can learn more about broader ecommerce email workflows in Email Marketing Automation .

For customer-journey planning, see Email Marketing Customer Journey .

Common Mistakes to Avoid

1. Hiding the Delay

Do not bury the backorder information under several paragraphs of promotional content. The customer opened the email because it concerns an existing order.

2. Giving an Unverified Date

A date that has not been confirmed can create another customer-service problem later. Use an estimate only when you can support it.

3. Confusing Restock With Delivery

If inventory is expected to arrive on October 12, that does not necessarily mean the customer will receive the package on October 12.

4. Failing to Explain What Happens Next

Customers should know whether their order remains active, whether they need to contact support, and when they can expect another update.

5. Making Unsupported Promises

Avoid phrases such as "guaranteed delivery" or "definitely arriving Friday" unless your business can actually guarantee those outcomes.

6. Forgetting the Specific Product

"Your item is delayed" is less useful than naming the exact product and variant.

7. Sending the Same Update Indefinitely

If the estimated availability date changes repeatedly, review the workflow and provide meaningful updates rather than sending repetitive messages with no new information.

Backorder Email Checklist

Related Reading

If you are building a complete customer-service email sequence, these related articles can help you connect the messages naturally:

• Article 0248: How to Write a Backorder Email to Customers
• Article 0256: How to Write an Out-of-Stock After Order Email to Customers
• Article 0249: How to Write a Shipping Delay Email to Customers
• Article 0250: How to Write a Delivery Delay Email to Customers
• Article 0252: How to Write a Package Lost Email to Customers
• Article 0255: How to Write a Missing Item in Order Email to Customers
• Article 0254: How to Write a Wrong Item Received Email to Customers
• Article 0246: How to Write an Order Delay Email to Customers

These links are included because they support different stages of the same post-purchase customer communication journey rather than simply repeating the same topic.

Final Thoughts

A backorder update email should make an uncertain situation easier for the customer to understand. The message does not need to be long. It needs to be accurate, specific, and honest about what the business currently knows.

Start with the order update, identify the affected product, explain the current status, provide a realistic timeframe, and clearly explain what happens next.

If the estimated timing changes, update the customer again rather than allowing the customer to discover the delay by contacting support.