Email Thursday – You're Having a Sale: Be Clear About Your Email Promotions



Today, I will cover the topic, “You’re having a Sale!: Get the Most Out of Your Email Promotions”. Today, I’m going to discuss three suggested philosophies towards sales and promotions communicated through email.

I define a sale as a price-based promotion designed to increase market share.

Sales are a tricky proposition. Many companies struggle with promoting great value without compromising the perception of quality. In other words, there is a concern that you may be selling the soul of your brand for a quick cash payout.

In my presentation, I will present two great emails that effectively promote a sale and gets customers excited.

One way to give your sale some traction is to closely tie your entire message with a popular holiday.

In this example from 1-800 Flowers, the entire creative (including color, coupon code, and photograph) are tied closely with St. Patrick’s Day.

From top to bottom, the entire customer experience is consistent with this holiday.

The aspect that I like the most about this example is that the product (which can be purchased) is completely synonymous with the holiday-driven promotion.

We can’t ignore the subject line either. This is a critical detail, as the subject line serves as a summary of the email’s contents.

If we liken the email campaign to a conversation, the subject line is the introductory handshake. And as they say, the first impression is everything.

This subject line from retailer PLNDR is great. Infused with a certain sense of irreverence, it clearly communicates the offer from the campaign. It doesn’t include too many details. Just enough to pique your interest and entice you to open the message.

In your subject lines, be sure to include the key points of your sale offer. Are you offering a buy-one-get-one-free bargain? Or will your readers receive a coupon code for savings?

Are there popular brands that you can mention?

And the accepted guideline about the ideal length of your subject line should be 50 characters or less.

Don’t forget… Never make your subject line to spammy! Don’t get overly ambitious – remember that a spammy subject line with land your email squarely in the junk folder!

This week, I wanted to conclude with an email campaign that left much to be desired.

Before we get into this campaign, I must say that this email appeals to customers who are either Best Buy superfans or who are in the market for a specific electronic good.

But the problem is that the email campaign only appeals to those who are Best Buy superfans or who are in the market for a specific electronic good.

So this email goes against some of the principles that we discussed today.

The subject line is very bland, without a description of the offer in the email.

Secondarily, the offer is not tied to any specific event or holiday. Which is not a crime unto itself, but this also does not drum up any enthusiasm or excitement. The “deal of the week” conjures up a sense of timeliness (and an expiration date), but not much beyond that.