On May 25th 2018, the most comprehensive change to privacy legislation ever undertaken —the EU General Data Protection Regulation (GDPR)— takes effect.

Here at Back in Stock, data protection is something we take very seriously. As a cloud-based company entrusted with our customers’ data, we’ll continue to view the treatment of our users’ data as a top priority.

Back in Stock and GDPR

Continuing to protect our customers’ information is extremely important to us. Measures we are taking include:

  • Continuing to invest in our security infrastructure.
  • Giving users the ability to access their own data and delete their account.
  • Ensuring there’s a consent checkbox and that all user data is gathered only after receiving appropriate consent.
  • Anonymizing IP addresses for Google Analytics
  • For customers located in the EU: Implementing on a more robust Cookie Policy to make sure that merchants have the information they need to get effective consent for us to place the cookies necessary to provide our platform.
  • Working to ensure we have the appropriate contractual terms in place with all relevant third parties.
  • Updating our Terms of Service and Privacy Policy.

For more information on the specifics of GDPR, please read the regulation or this summary. If you’ve got any questions or comments please get in touch!

Today our latest marketing integration is available: automated retargeting with Shoelace

We’ve worked with Shoelace to build a custom integration that combines the automatic delivery of Back in Stock email notifications with automatically optimized retargeting campaigns from Shoelace.

Meet Shoelace

Shoelace automates the process of creating and running a retargeting campaign. The Shoelace platform combines automated technology with human expertise to provide retargeting campaigns that generate sales for your Shopify store.

We wanted an integration for Back in Stock that would amplify the high conversion rate you already see from Back in Stock notifications and push it even higher.

With the new Shoelace integration you can have Shoelace create retargeting campaigns as your Back in Stock notifications go out. Reaching customers on multiple channels increases awareness and sales. The conversion rates speak for themselves!

Activate the Shoelace integration

To get started you’ll need Shoelace up and running on your store.

If you don’t have Shoelace installed yet you can install from the Shopify app store: Retargeting on Autopilot by Shoelace.

From your Back in Stock dashboard

  1. Choose Customize, Shoelace integration
  2. Click Setup Now. We’ll confirm your Shoelace account is ready, and enable the integration.

That’s it! When you restock a product with more than 30 unsent customer notifications we’ll automatically trigger a Shoelace campaign for those customers and that product.

To learn more visit the Shoelace integration article in our Help guide. If you’ve got any questions or comments please get in touch!

Here we are again with another round of updates to Back in Stock. We’re continuing to make improvements based on feedback and suggestions. I hope there’s something in here that makes your day a just that little bit better.

New integration: Shopify Customers

We’ve had integrations with several popular mailing list providers for a while now. These let your customers opt-in to your mailing list at the same time they create a Back in Stock notification.

Now you can also send them to your Shopify Customers list. This can be a handy way to build your customers list. If you already link this list to another tool, such as Bronto or Zapier, this integration can act as a bridge to other tools (think: customer is created in Shopify, then Shopify pushes that customer record to your external tool).

You can enable this integration from Customize in your Back in Stock dashboard.

New feature: Webhooks

This is a powerful feature and something developers might be quite excited about: webhooks provide a push notification to a web server when a customer notification is delivered. This opens up opportunities to build things such as mobile app push notifications triggered by Back in Stock. A subscription to the Medium store plan or higher is required for this feature.

You can read more about webhooks in your Developer’s Guide at http://help.backinstock.org/article/156-webhooks.

New feature: Archive customer notifications

You can now mark a customer notification as ‘Archived’. Archived notifications won’t be sent but stay in the system so you’ve still got access to the data. Handy if a customer notification shouldn’t be sent - for example, you’ve assisted that customer buy an alternate product already.

(If you want the customer notification gone altogether you can still delete it. Simple!)

SmartrMail offer for Back in Stock stores

SmartrMail is an email marketing app designed specifically for ecommerce stores. The twist is that it generates emails to be sent automatically by analyzing customer purchases and behavior. You’ve probably seen big players such as Amazon use similar techniques. I met the team from SmartrMail at a recent Shopify partners conference and was excited to hear they shared the same view on automating email marketing that Back in Stock does.

You can try out SmartrMail with a 14 day free trial plus they’ve arranged for a 30% discount for 12 months for Back in Stock customers. Just use the coupon code backinstock from the billing page. You can install from Shopify appstore or find out more at http://smartrmail.com.

For some time now we have included UTM parameters in the default Back in Stock email template. This allows tools such as Google Analytics to identify orders your customers have placed after clicking through from a Back in Stock notification (haven’t seen this report? I’ve included more info below).

But a lot of the time store owners just wanted a simple, top-level report right in their Back in Stock dashboard. They simply want to know how many sales they’ve generated from Back in Stock.

Today we’re rolling out built-in conversion tracking for all Shopify stores using Back in Stock.

To enable this new feature, we may prompt you to update your installation permissions to allow read access to store orders. This allows the system to read order data and identify the value of the attributed orders.

The process is a simple two-click setup and only takes a few seconds.

Setup conversion tracking on your account now

Here’s the detail on how it works

How are conversions tracked?

Back in Stock includes a URL parameter in the customer notification template. Customers who click a link to the store from a Back in Stock email will be identified as arriving from a Back in Stock notification. Any order placed in the next 30 days will be recorded as a conversion.

Will past orders be included?

No, we’re only able to identify conversions from orders placed after conversion tracking has been activated.

Are third-party cookies used for conversion tracking?

No, only a first-party cookie is used. When the customer lands on a store page from a Back in Stock email link a first-party cookie is created with an expiry of 30 days. This is used in the checkout process to tag the order.

Do I have to use conversion tracking?

Nope, you can turn it off at any time from your account settings.

Can I still use Google Analytics, Kissmetrics, or another analytics tool?

Absolutely, the URL parameters in the default email template should work with a wide range of analytics tools. Check out our help page on where to find the Google Analytics Conversions report.


  • Matt

Today I’m delighted to present a guest post from Richard Protheroe at Veeqo, one of the top rated inventory tools for Shopify.

We are well into the holiday season, but it’s not too late to make that last big push with your marketing efforts. Therefore we’ve pulled together 5 of the best holiday marketing ideas that you can copy today! Of course some of the examples below will have a much larger budget, but the ideas can still be used.

Check out this post on how you can shoot your own videos, just by using a camera and a tripod. Alternatively you can use websites like Upwork or try your local university or college for students. They are likely to do this for free as well and can use it as a project of theirs.

The Short and Sweet Approach…

It can be very tempting to go for the funny approach, as positive emotions are something that you want your brand to be associated with. We recently wrote about how it can be one of the five practices to solidify your brand’s recognition.

However, it’s important that you have a goal in mind and think of the possible negative effects of your idea. This sort of content though is particularly powerful on social media, which we touch on further down.

What Irn Bru have done well here is identified their target market, which is likely to be millennials. They’ve also tapped into people’s emotions, by using the present off your Grandmother situation. The possible negative effect is that they may alienate an older viewer, but is that their target anyway? Think about this when using the ‘funny approach’.

Use this to..

  1. Promote a particularly festive themed gift
  2. Make a short and snappy video
  3. Humanise your brand

The Cultural Reference…

What Burberry do very well is they play massively on their British heritage. From the music they use and the people that represent them in their videos.

However what was particularly good about their latest festive video was that they used the “15 years of Billy Elliot” to leverage it. The Dance Drama Film about the miners strike in North East England during the 80’s is an iconic moment in British history, which works well with their brand.

Is there something local to you that is of cultural significance. Are there any anniversaries or birthdays of Celebrities local to you? This sort of campaign is a great way of using leverage from more influential people, which in turn will get your company out there.

Influencer marketing like this has been big in 2015 and only continues to grow. Getting others to promote your brand is important as companies are now seen to be providing valuable content. No surprise then that word-of-mouth marketing has a 37 percent higher retention rate than paid advertising.

Use this to…

  1. Get leverage from influencers
  2. Strengthen your image locally or nationally
  3. Create word of mouth hype

The Personal Approach…

If you are reading this and you have a Facebook account you must surely be aware of OfficeMax’s ‘Elf Yourself’ campaign.

This campaign personalized the user’s experience and allowed them to insert their face onto a dancing elf. These videos still crop up every year, so it’s hard to think that this is now over a decade older!

The campaign personalized the experience for the user and armed them with some very shareable content. In just over 2 months it generate 193 million visits to the site! ‘Elf Yourself’ then went on to app form and is still generate money for the company to this day!

Is there some sort of animation or gif you can offer? Could you link this to your business. Think outside the box and you might land that big idea!

Use this to…

  1. Generate social buzz
  2. Monetise your marketing gimmick
  3. Personalize user experience

The Countdown Approach…

Screenshot of a daily offer sent via email

A simple but very effective marketing idea is to do an ‘Advent Calendar’ or ‘Christmas Countdown’ email campaign.

Econsultancy displayed some very innovative countdowns from brands, but at this time it’s fine just to keep it basic. Use your CRM system to personalize and filter product types to your customers. A scatter gun approach is not the way to go here!

What Samsung did well in this campaign is they highlighted the main product at the top, but also used the second half of the email to email related products.

Use this to…

  1. Increase email open rate
  2. Get rid of slow selling items
  3. Inform customers of your opening/shipping times

The Social Approach…

Screenshot of Twitter post from Pumpkin Spice Latte. Tweet reads: "This
picture is sooo 2014. Send in a pic of me looking really awesome and
I'll pick my fave. #PSLHeaderChallenge"

If there is a place to open up and humanise your business then it’s on social media. It’s where you can strip the corporate side of your company and engage with the people who matter.

As Ilya Pozin recently wrote for Forbes, your potential customers are “looking for social media accounts that are smart and funny”. Whist at the same time you should look to be “good conversationalists”.

In Starbucks example they personified the Pumpkin Spiced Latte, which led to hilarious social interactions. Let’s say you sell Skin Cream, you could set up a specific humanized Twitter account for it and use social monitoring on a site like hubspot and interact with people talking about it.

People will be eager to RT and favorite something like this as it would be unexpected. The Pumpkin Spiced Latte was covered everywhere, even in a full length interview with The Daily Dot.

Use this to…

  1. Enter social conversations
  2. Humanise your brand
  3. Draw attention back to your main Twitter account and site

Richard Protheroe is a content marketing executive at Veeqo, who make sellers lives easier by managing their inventory over multiple channels.

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