The End of the Financial Year is looming, and with it comes the chance to wrap up with a big bang. It's your moment to move overstocked items and make the most of your finances before the accounting year resets.

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. And it's not only about what you say and how you say it. It's about when you send, how you send, what your subject line promises, 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 make sure your EOFY sale doesn't fall short? Here are four tips we'd never skip.

Customers get a flood of emails over EOFY, which breeds email avoidance when every brand is shouting "buy, buy, buy." Prepping your audience before the sale kicks off gently signals something is coming, so they know to expect you, and have their cart ready to go the moment your sale goes live.

Subscribe to your direct competitors' lists in the lead-up so you can learn their send times and strategy. It's not foolproof, but it hints at when your customers are being flooded. If a rival always sends at midday, launching at 11am gets you in the door first, before customers shop elsewhere.

Stagger your own sends too. Don't fire three emails at launch and then go quiet for weeks. Map out how long your promo runs and schedule emails across the whole window so customers get regular reminders to shop.

Some customers naturally spend more than others. Your VIPs will happily spend big because they trust and love your brand, while someone new may buy at an entry-level price point. Segmenting lets you meet each group with an offer and spend threshold they're actually willing to act on:

The best offer falls flat if your subject line misses. If customers never see what's inside, they can't shop and save. Aim for clear, urgent and benefit-led, so they know what's happening and how much they'll save before they even open:

Before launch, revisit subject-line testing to learn what your customers respond to best. That insight is what guides you toward EOFY email success.

In a crowded inbox, clarity beats cleverness every time.