It’s no secret that a sale is a highly effective way to get people into your store. What’s a little more nuanced is the best way to message it. 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 Customer Engagement 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? Some tricks of the trade:
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1. It’s all in the subject line.
This may seem like a no-brainer, but if you’re offering a coupon or a discount, be sure to mention it in the subject line. It’s important to highlight the value you have to offer. 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” 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 shouldn’t be just a digital coupon. You might want to express gratitude to your loyal customers (whom you can target directly via Square Customer Engagement) with a special deal or remind them to get a gift for Father’s Day. Showing your appreciation helps you build strong relationships and turn casual customers into regulars.
4. Time your messages correctly.
Timing is key. Steer clear of sending email 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 holidays, like Memorial Day (50% off BBQ Tools!). Learn more about how to increase your email open rates.
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. Square’s Email Marketing Service has ready-to-go email templates for events and announcements that make this super-easy. If people know that you’re not just always hawking sales, they’re more likely to pay attention.
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