Email is a fantastic tool for all businesses, both bricks-and-mortar retail and those selling online. But many elements of a sales campaign are critical to making it successful, high-converting and profitable.
Before launching your next sales campaign, whether a one-day flash sale or a longer event, we have listed our top tips to help guarantee it is a success.
Your sale send schedule
In an ideal world, your whole database opens every email. That is not always the case, so if you want your sale to land, pre-empt it. Send a campaign two or three days before your sale date to tease that something is coming.
Growing your database before a sale improves its effectiveness. An exit-intent pop-up can encourage someone to purchase when the products they want are at a lower price. You can also nurture your current database with sign-up forms offering early access, building deep loyalty with your most engaged profiles.
Even if you reminded customers to save the date, it is best practice to tell them the sale has officially launched. An email on the morning of launch is an effective way to drive people to your website. To boost click-through rates, include some of your most heavily discounted products.
If your sale spans more than a day, send a reminder. For short sales of three days or less, send it the day after launch. For longer sales, follow up three to four days in. Send to your whole database, or use segmenting to reach only those who did not open, click or purchase from the previous campaign.
As a sale continues, traction slowly drops as customers forget. A further email a week later keeps your brand front of mind. Use it to showcase best-sellers from the current sale, and feature any products that entered the sale late so customers know they are now discounted.
When your sale has 24 hours remaining, a last-chance reminder captures those last-minute sales. We recommend a 24-hour countdown timer to dictate urgency to your customers.
Other elements to consider
