Hi there,
Most brands run a holiday sale like this.
Friday launch email. Maybe a Saturday email. Monday last chance email to close it out.
There's a lot of money being left on the table.
We took one client from $30k per sale to $65k using this framework. We did not change the offer, nor did we change the email list. We simply improved the strategy.
Here's exactly how we run a Holiday sale.
Example: Memorial Day Sale (Friday to Monday)
Tuesday (3 days before):
Email your non-SMS subscribers. Offer them early access to the sale in exchange for signing up for SMS. One email. 15 minutes to make. Adds hundreds of SMS subscribers before the sale even starts.
Thursday (1 day before):
VIP early access email. Open the sale one day early for your best customers. Define VIP by number of orders (4+), amount spent ($1,000+), or simply repeat customers.
Friday (Day 1):
Morning: Launch email. Full sale announcement. Offer above the fold. Products below.
Evening: Plain text follow-up from the founder. "In case you missed it." Simple. No design needed. (Optional)
SMS: Send your first SMS campaign.
Saturday (Day 2):
Morning: Sale email. Vary the products from Friday. Try a different collection, colorway, or category.
Evening: Plain text follow-up. (Optional)
Sunday (Day 3):
Morning: Sale email. Vary the products again.
Evening: Plain text follow-up. (Optional)
SMS: Second SMS campaign.
Monday (Final Day):
Morning: Sale email as usual.
Final hours: Postcard email in the last 2-3 hours of the sale. Simple design. Just a banner, headline, short copy, and a CTA button. Urgency carries it.
SMS: Final SMS campaign.
Tuesday (Day after):
Plain text extension email. "Due to increased demand we've extended our sale for 24 hours. Today is the absolute last day."
Three things that move the needle most:
Plain text follow-ups. Send one every evening of the sale. They inbox better than designed emails and drive serious revenue. Don't skip these.
Final hours email. This one email routinely adds 50% incremental revenue on the last day. Keep it simple. A postcard style email is all you need.
The extension. Doubles your final day revenue because the urgency is still real. Don't abuse it. Save it for your biggest sales of the year.
One more thing. Don't worry about emailing too much during a holiday sale (Memorial Day, Fourth of July, Black Friday, etc.). Your customers are subscribed to dozens of brands all doing the same thing. If you're not in their inbox, someone else is.
Hope this helps.
Best,
Luca
P.S. Make sure you exclude recent purchasers from your sale emails. Someone who bought at full price two days before your sale will not be happy receiving discount emails. Your customer support team will thank you.
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