How to Design a Successful Sale Email
Many companies around the world are using sales in e-commerce strategy.
Consumers have always responded to sales and promotions, but in the last five years sales have become a bigger part of the e-commerce landscape. Consumers are looking for deals. There is less loyalty to brands because much of the merchandise is interchangeable. As a result, brands are forced to improve loyalty and response with promotions and sales.
Now that the competition is about how to manage sales it’s important to understand how to design a successful sale email. Consumers are receiving tens if not more than one hundred emails each day and many are from e-commerce sites.
In order to stand out in the inbox you need a good strategy that captures attention and causes consumers to respond. Let’s review a few recent examples for inspiration and direction.
Express
Express goes with the notion that more than one call to action will work to get response. There is a column for men and another for women. The sale is well promoted with the large 70% Off right in the middle. The yellow works to contrast the black background. What I like most about the email is the phrase End of Season. This is a cue to viewers that the season is changing. It’s a noted time when new products are arriving, but for sale-minded folks it means they can get value by purchasing the recently expired product. That’s a psychological cue for the sale-minded consumer. You can use that in your own sale emails to cause action.
Eddie Bauer
Eddie Bauer goes with a different approach for their sales emails. The focus is on the lifestyle of the brand. We have a nice looking woman out on the pier in paradise. She’s carrying a nice looking bag while wearing vacation casual clothes. At the very top you’ll see “Now on Sale”. It’s kind of hidden. You’ll also see the “Ultimate Sale” shield near the top. It’s not calling huge attention to the sale, but this can probably get some response from Eddie Bauer’s customers.
Old Navy
I wanted to include an Old Navy email opposite of Eddie Bauer because Old Navy goes completely in the opposite direction. This is in your face. It’s almost difficult to see what the sale is, but you know there is 50% Off something and it kind of gets you excited. The entire value proposition behind sales emails is the idea that consumers feel they’re getting more value for their money. You have to make people feel that way. They will be happy to give you their money if they feel like they are winning in the transaction.
Woolrich
I’m a big fan of the Woolrich email program. They have a subtle approach. I have yet to purchase something, but at some point I’m sure I’ll commit. I feel the merchandise is of good quality. The prices aren’t the lowest, but there is likely value in the purchase. The sale is still obvious. There is a promotion on and it will get some attention.
Golf Digest
Is there any doubt what the sale is in this email? You know there is something going on and the chances are that it’s a great deal for you. It’s a great call to action and it at least makes you curious to know.
Tagged in: Eddie Bauer, Express, Old Navy, Ticketmaster, Woolrich