The End Of The Financial Year is looming, and with it comes the opportunity to wrap up with a big bang. It’s your chance to move overstocked items and ensure you make the most of your finances before the accounting year starts again.
Thousands of brands will be competing for space and attention over this period, which means your messages (much like during Black Friday) can get drowned out if they aren’t loud or clear enough.
But it’s not just about what you’re saying and how you’re saying it. It’s about when you’re sending, how you’re sending, what your subject line entails, how good your offer is and what everyone else in your industry is doing.
It’s a lot to think about. So, how do you ensure your EOFY sale doesn’t fall short? We’ve detailed some suggestions below.
Prepare Customers For Your EOFY Sale
Customers will receive many emails over the course of the EOFY, which can cause email avoidance, especially when every brand is telling them to buy, buy, buy.
Prepping customers for your EOFY sale before it kicks off gently lets them know something is coming, so they know to expect your emails. This means they will have their cart ready to go as soon as your sale goes live.
Stagger Your Send Times
Subscribing to your direct competitor’s mailing lists during the lead-up to your sale helps you understand their send times and sending strategies. It’s not 100% foolproof, but this can give you an idea of when your customers may be receiving a high volume of emails. It may allow you to gain the upper hand.
For example, if you notice that your competition always sends emails at midday, sending your sale launch at 11am helps get you in the door early, meaning you take the stage before customers shop elsewhere.
Again, there is no guarantee this will work (or that your competitor will stay true to their regular send times), but it is a strategy worth trying.
As well as staggering your send times with your competition, stagger your personal send times. Don’t send three emails at your launch and then nothing for a few weeks in between.
Plan out how long your promo will be and ensure your emails are scheduled throughout the campaign period so they get regular reminders to shop.
Segment Aggressively
Some customers naturally spend more than others. Your VIPs, for example, will be more willing to spend big as they trust and love your brand. Comparatively, someone new to your database may purchase, but may push toward an ‘entry-level’ product or a lower price point. Segmenting allows you to reach all of these customers at the correct points in their journey.
You could create a segment of customers who have not purchased or have only purchased once, and give them access to your regular discount. You may then provide customers who have purchased 2-5 times with an additional discount or incentive. You may then provide your VIPs with something even further, such as a gift when they spend a certain amount.
These staggered incentives, alongside aggressive segmentation, mean that you meet each customer with an offer and spend threshold they’re willing to participate in, making your sale all the more successful.
Nail Your Subject Lines
The best offers fall flat if your subject lines miss the mark. After all, if customers don’t get the chance to see what is in your email, they have very little opportunity to shop and save. Work on subject lines that are clear, urgent and benefit-led. For example, the EOFY sale is on now, save up to 40%.
This allows customers to know exactly what is happening, how much they may save and why, even before they open your email. It’s also not too abstract, which can otherwise confuse customers when their inbox is already overwhelming!
Prior to your EOFY sale launch, it is a good idea to revisit subject line testing to gain the best understanding of what will work, what won’t work and what your customers are responding best to. This will guide you toward EOFY email success.
The Email By Design Team Can Help You Ace Your EOFY
Need help maximising sales and revenue for the EOFY period? The Email By Design team has driven hundreds of successful campaigns, and we can’t wait for you to be our next. Get in touch to book a free 15-minute consultation today.
