It’s no secret that a sale is a highly effective way to get people into your shop. What’s a little more nuanced is the best way to message it. There are many types of promotional marketing to choose from. You could put a blingy sign in the window, yes, but another way to get your sale on people’s radar is to email them about it.
Luckily, Square’s Email Marketing Service has an email template that’s specifically tailored for sale announcements. You can even send it to a select group of customers. So, if you want to target just your most loyal customers with a 25 percent off deal, you can easily do that.
But what types of things should you say in the subject line and body of a marketing email about a sale? Here are some promotional marketing tricks of the trade:
1. It’s all in the subject line
This may seem like a no-brainer, but if you’re offering a voucher or a discount, be sure to mention it in the subject line. It’s important to highlight the value you have to offer. When you focus on subject lines, keep it simple. Include a call to action (also known as a CTA), which basically gives your customers a clear direction for the next step. Things like “redeem here”, “shop the sale”, or “learn more” work well.
2. Send limited-time offers to create a sense of urgency
Creating what’s known as a “sense of urgency” in your promotional marketing strategy is extremely effective. This gives customers a reason to act now as opposed to later when they might forget. Experiment with things like flash sales (“today only”) or limited inventory (“only 50 available—first come, first served”).
3. Add meaningful content
Your promotional email marketing shouldn’t be just a digital coupon. You might want to express gratitude to your loyal customers (who you can target directly via Square) with a special deal or remind them to get a gift for a certain occasion. Showing your appreciation helps you build strong relationships and turn casual customers into regulars.
4. Time your messages correctly
Timing is key in promotional marketing. Steer clear of sending emails on Monday morning or Friday afternoon—these delivery times tend to be the worst for email open rates. Also, be sure to leverage seasonality and special occasions. Your promotional marketing strategy should change depending on the season to offer timely sales and holiday deals.
5. Build relationships
You could send a sale announcement out of the blue. But you have a better chance of grabbing people if you’ve already established a rapport. One great way to do this is by inviting people to special events, or making sure they know about any big announcements, like opening a new location. You can also promote your online store with exclusive website-only deals for repeat customers. You can also build trust by offering information and COVID-19 resources to keep you, your employees, and your customers safe.
Square Marketing has ready-to-go email templates for events and announcements that make building relationships super easy. If people know that you’re not just hawking sales, they’re more likely to pay attention.
Learn more about how different types of promotional marketing works for small businesses and how Square tools like the point-of-sale system help you run your business with ease.