Email is a fantastic tool for all businesses, both those that operate as bricks-and-mortar retail and those that sell their products and services online. However, many elements of campaigns are critical to ensuring that they are successful, high-converting and profitable.
Before launching your next sales campaign, whether it's a one-day flash sale or a sale event, we've listed some of our top tips to help guarantee it's a success.
Step One: Tease that something is coming
In an ideal world, your entire email database will open each email you send. But this is not always the case. So, if you want your sale to be as successful as possible, you need to pre-empt it.
We recommend sending an email campaign two or three days before your intended sales date to tease the idea that something is coming. You can be straight to the point, with a subject line such as 'A SALE IS ON THE WAY,' or, you can be slightly more indirect with a subject, such as 'SAVE THE DATE.'
Step Two: Give people the opportunity to sign up
Growing your database as much as possible before a sale can help to improve its effectiveness. For example, a pop-up on exit intent can encourage someone to purchase from your website when the products they desire are at a lower price point.
You can also nurture your current database with sign-up forms by allowing them to opt-in for early access. This is a great way to build deep loyalty with your most engaged profiles, which is essential in keeping them as long-term customers.
Step Three: Launch the sale with an email
Even if you have reminded your customers to save the date, it's always best practice to remind them when your sale has officially launched.
Sending an email to your database the morning of the launch is always an effective way to encourage people onto your website.
To boost click-through rates, you can also include some of your most heavily discounted products in the email.
Step Four: Remind your customers about your sale
If your sale spans longer than a day, we recommend sending an email reminder to your customers. For short sales of three days or less, send a reminder the day after the launch email. For longer sales, send a follow-up three to four days after you have launched your sale.
You can send this sale reminder to your entire database. Alternatively, you can use careful segmenting to send this email only to those who did not open, click or purchase from your previous campaign.
Step Five: Send a further email one week later
As your sale continues, you may find that you are slowly seeing less traction. This is typical of sales campaigns, as customers may forget about the sale, especially without a reminder. Sending a further email a week later can ensure that your customers keep your brand at the front of their minds.
During this email, you can also showcase some of the best sellers during the current sales period. You may also feature any products that entered the sale late, so your customers become aware that they are now available at a discounted price.
Step Six: Send a last-chance reminder
When your sale has 24 hours remaining, sending a last-chance reminder can guarantee you receive any last-minute sales. We recommend using a 24-hour timer to dictate urgency to your customers.
Other elements to consider
Some further improvements to boost sales include:
- Use strike-through on your pricing to showcase how much customers will save when they shop during the discount period.
- Ensure that your offer is clear and competitive in the market. If value-savvy customers can still find what they're looking for cheaper from a competitor, they may not choose to purchase from you.
Email By Design is here to help
If you need assistance ensuring that your next sales campaign is a great success, our team is always here to help. Book a 15-minute complimentary consultation today.