Of the four main campaign types listed above, these emails generally drive the most revenue because they’re incentive-laden and usually are sent out during or near peak shopping times:
- Black Friday/Cyber Monday
- Valentine’s Day
- Mother’s Day/Father's Day
- July 4th
- Etc etc.
The aggressiveness of your mailing strategy during these times of the year will depend largely on the conditions of your offer.
If your sale is a week-long event, you can space your emails out nicely over the course of the week. If it only lasts for 24 hours, you’re going to need to send out multiple emails throughout the day to get maximum mileage out of it.
Regardless of the terms of your offer, you’re going to want to pay special attention to how you determine the recipients of each iteration of your promotional email.
Segmenting is your friend here. The second someone makes a purchase from you during these promotions, be sure to add them to a special segment, and exclude this segment from receiving any subsequent emails regarding your promotion.
In certain cases, you’ll also want to exclude recent purchasers from the last few days if you're running a big discount. Don't sent a 30% off sale announcement email today to someone who purchased at full price yesterday.
Don't be afraid to be aggressive with attractive short term offers.
If you have a 48-hour sale, for example, you may want to send out four emails in total in addition a teaser announcement a day or two before:
- One on the morning of the first day announcing the sale
- A second email on the evening of the first day
- A third on the morning of the second day
- A last-chance reminder on the evening of the second day
In this scenario, you might want to screen openers of the first email from receiving the second email in the evening. While you obviously want to capture sales with these first two emails, their primary function is to alert users to the ongoing sale. You can hold off on creating urgency until the second day.
The 4 email timeline above works well, but some brands get a lot more aggressive than that during the really big promotional periods that don't last long. Multiple email sends per day are becoming common. It is up to you to decide if this fits your brand, but it will result in more sales.
There are a number of obvious sale opportunities built in throughout the year which are great for boosting revenue, but we caution against relying too heavily on them. You don’t want to condition your recipients to expect a sale from you – you want them to be infrequent enough that when you do decide to offer a discount, your audience is eager to take advantage of it.
Here's a holiday announcement email campaign example from Ecommerce brand United By Blue...