I wanted to share something very cool, and very actionable for all the e-com guys here. This doesn't work if you don't have a business or an email/customer list, but it works like CRAZY if:
You don't abuse your e-mail list
You email often (value driven, you just don't hammer campaigns/sales emails out)
You don't run promotions often .
First, results.
We did about $94k in ONE HOUR (just shy of $100k, hehe), BUT our total for the day ended up at $108,000. Check the Shopify screenshot. Feels good to get an over $100k deposit in your bank account for one day of sales!
We ran a 20% off our entire website for ONE HOUR only. We don't run promotions often, as we believe it dilutes your brand over time. We sell high dollar widgets (over $500) with lower-dollar accessory widgets that compliment the high dollar ones. So here was our strategy:
We announced our intention of the sale 5 days in advance. We included calendar links in the email. We made sure to reinforce that: 1) we very, very rarely do this and 2) the sale will be honored for one hour only, so be prepared.
We excluded anyone who bought a high dollar widget in the last 6 months. If they bought a high dollar widget, we sent them a separate email campaign on 20% off all accessory, lower-priced widgets.
We emailed them 3 days before the sale with a reminder and in our weekly blog post (content) promotion spot.
We sent this to 17,269 email subscribers (some customers, some not)
We reminded them a day before the sale via email.
We reminded them again, the morning of.
We then emailed them for the sale at kick off.
We emailed them one more time at the 30 minute mark "Last Chance"
We also designed the sale around peak traffic time on Sundays (specifically a weekend so fewer people will be at work).
We offered no phone support at this time (our phone is active M-F).
We were hoping for $50k, and we blew past that! Ended up at $108,000 for the day. That's about $6.25 per email subscriber (for the e-mail marketing geeks out there).
We used Klaviyo for our email campaigns. We heavily segment our customers based on a variety of factors - so our list has already been pruned and engaged for a long time.
If you use this technique/sale, post your results!
Disclaimer: this was not my own unique idea. I got the idea from a private forum, but I wanted to share our results with you.
We are now planning to do something like this at least two times a year but no more than three times. Again, you don't want to train customers to wait for sales and discount your brand. A further note, we've been running our business for about three years, so don't expect this to work at your one-month old e-com start up.
You don't abuse your e-mail list
You email often (value driven, you just don't hammer campaigns/sales emails out)
You don't run promotions often .
First, results.
We did about $94k in ONE HOUR (just shy of $100k, hehe), BUT our total for the day ended up at $108,000. Check the Shopify screenshot. Feels good to get an over $100k deposit in your bank account for one day of sales!
We ran a 20% off our entire website for ONE HOUR only. We don't run promotions often, as we believe it dilutes your brand over time. We sell high dollar widgets (over $500) with lower-dollar accessory widgets that compliment the high dollar ones. So here was our strategy:
We announced our intention of the sale 5 days in advance. We included calendar links in the email. We made sure to reinforce that: 1) we very, very rarely do this and 2) the sale will be honored for one hour only, so be prepared.
We excluded anyone who bought a high dollar widget in the last 6 months. If they bought a high dollar widget, we sent them a separate email campaign on 20% off all accessory, lower-priced widgets.
We emailed them 3 days before the sale with a reminder and in our weekly blog post (content) promotion spot.
We sent this to 17,269 email subscribers (some customers, some not)
We reminded them a day before the sale via email.
We reminded them again, the morning of.
We then emailed them for the sale at kick off.
We emailed them one more time at the 30 minute mark "Last Chance"
We also designed the sale around peak traffic time on Sundays (specifically a weekend so fewer people will be at work).
We offered no phone support at this time (our phone is active M-F).
We were hoping for $50k, and we blew past that! Ended up at $108,000 for the day. That's about $6.25 per email subscriber (for the e-mail marketing geeks out there).
We used Klaviyo for our email campaigns. We heavily segment our customers based on a variety of factors - so our list has already been pruned and engaged for a long time.
If you use this technique/sale, post your results!
Disclaimer: this was not my own unique idea. I got the idea from a private forum, but I wanted to share our results with you.
We are now planning to do something like this at least two times a year but no more than three times. Again, you don't want to train customers to wait for sales and discount your brand. A further note, we've been running our business for about three years, so don't expect this to work at your one-month old e-com start up.
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