Prep for the upcoming EOFY period with Email By Design

One of the biggest sales periods of the year is coming. The ominous End of Financial Year. This period can be a make or break for businesses, especially if you’re looking to clear as much stock as possible before the clock strikes midnight on the 30th of June. With so many businesses competing for email space during this time, however, how do you make sure your EOFY email strategy shines?

We aren’t new to the EOFY period, and the following tips have always helped our customers stay ahead of the curve.

Transform your flow templates

Sales variations of your flow emails can curate a great EOFY strategy. Sure, it’s great to announce via campaigns that something exciting is happening, but a penetrating strategy doesn’t stop there. Consider altering the language of your welcome series, abandoned cart series, browse abandon, added to cart abandonment flows so customers are reminded at every touchpoint. Changing the banners in these emails can also guarantee they stand out to customers, capture their attention and make them aware that now is the best time to purchase.

Don’t stick the changes at the bottom of your flows and call it a day. Be proud and excited about your discount period so customers don’t have the chance to miss the memo.

Once you have these sale flow versions turned on, you can easily tweak and switch them on and off every time you’re hosting a major discount, too. Trust us. The hard work will be worth it in the future.

Use countdown timers

Imagine if 100 brands were telling you to remember a specific date all at once. Overwhelming, right? This is what happens during high sales periods, such as the EOFY.

Many brands are fighting for email space, telling customers how long the promo will run and what will happen during them. However, the information can get lost in translation or forgotten as soon as they exit your email. Rather than telling them how long they have left, countdown timers are an effective way to show them. As the clock nears closer and closer to zero, it can also build FOMO and urgency within your customers. This can drive more impulse purchases or encourage customers to commit to that product they’ve had on their eyes on for a while.

Use urgent language

Countdown timers are one way to boost urgency, but if your sale is running over a long period, it can cause customers to wait until the final hours. This can be nerve-wracking and can make you feel as though your offer isn’t good enough. Pairing these timers with urgency language can help customers see that waiting is not always an option on their bingo cards. Some examples include ‘limited stock,’ ‘first in best dressed’, ‘once it’s gone, it’s gone,’ and ‘don’t miss out.’

To prevent this information from getting buried in your copy, use it in your subject lines, preview text and hero banners. When used in your copy, try bold, italics or underlined text to really draw the eyeline where you need it to be.

Transform your sign-up form.

So, we’ve spoken about how to encourage your current database to purchase, but what about new customers? We don’t want them to happen on your website and not see an urgent need to purchase. Modifying your pop-up form during this period is critical.

Using language like ‘Sale on now, sign up to never miss an offer’ can encourage customers to provide their information and ensure they’re in the loop simultaneously. If you’re worried about database growth dropping during this period, you can also offer an additional discount when customers sign up.