Selling through email.
WHEN THEY WORK
When the offer is genuinely worth the reader's attention When your list expects occasional offers, because you said so at signup When timing matches actual demand
PLANNING AHEAD
Seasonal campaigns need preparation. Deciding on the day demand peaks is too late.
Work backwards from the date.
THE BALANCE
Mostly useful content, occasionally promotional.
A list that only ever receives offers stops opening, and then the offers reach nobody.
WHAT MAKES AN OFFER WORK
Specific and time-bound Relevant to the segment receiving it Easy to act on, with one clear link
WHAT UNDERMINES THEM
Constant discounting, which trains customers to wait Manufactured urgency nobody believes Offers on things nobody wanted at full price
CHECKING THE MARGIN
Before sending, confirm the discounted price is still profitable after gateway fees and delivery.
A campaign that generates unprofitable orders is worse than no campaign.
AFTERWARDS
Measure sales, not opens. That is the only number that matters here.
