When to send a replenishment email.
Updated 17 October 2026
A reorder reminder works when it arrives just before someone runs out. Too early and it’s noise, too late and they already bought elsewhere.
Why a fixed delay misses
Most tools send a reminder a fixed number of days after an order. That number is right for the average customer and wrong for almost everyone else.
A household that finishes a bag of coffee in three weeks needs the reminder on day 19. One that takes six weeks needs it on day 40. A single “day 30” email is late for the first and early for the second.
Time it per customer
For customers with at least two previous orders, use their own median time between orders. Send a little before that date.
For customers with one order, start from the typical interval for that product and size, and adjust once you see their second order.
Write it like a reminder, not a campaign
- Name the product they buy, not your whole range.
- One clear button to reorder the same thing.
- Leave the discount out for customers who usually pay full price.
- Send it at the time of day they usually open your emails.
Know when to stop
If someone is far past their usual interval and didn’t react to the reminder, they may have switched or no longer need the product. Move them to a different kind of message, or let them be.