Early Email #010: Labor Day

Hey there!

Last week we took a look at email campaign planning, including National Holidays.

One US National Holiday, Labor Day, is less than two weeks away—and it's basically the start of the holiday shopping season.

How many emails do you need to send? For how long? Do you batch and blast or send only to a small segment?

That's what we're looking at today.

Things to consider for Labor Day Sale (and holiday sales in general):

Goals: Be clear on the results you want to hit + have realistic expectations

Unless you (or your clients) have great margins, it's not the time for giganto profits. For most, they make a bit of profit, or they break even. Sales is a time to acquire as many emails as possible for future revenue. Be clear on this so you can plan accordingly.

Timeline: Are you planning a week-long promotion or for one day?

This will give you an idea of how much "hyping up" time you have, how many emails you'll need, and how granular your emails can get (segmentation).

Audience: Who's your target?

It's OK to email your entire list during this period once or twice (max). Then send the majority of your emails to your engaged lists and segments.

Here's how I'm attacking Labor Day:

Say, I have three days (long weekend), then I'll plot out the following:

1. Early Access Invites — Let my list know at least a week in advance that they automatically get Early Access because they're subscribers. 

2. Replace popup forms and offers — Switch up regular popup + offer with "Labor Day Sale is coming" messaging. Prime people to buy.

3. Fulfill Early Access promise — I'll actually send out an Early Access to my subscribers an hour or so before everyone else.

4. During the Sale — Message your whole list at least once, then continue to send emails to your engaged segments. Don't spam people.

5. After the Sale — Nurture, nurture, nurture.

Make sure your retention strategy is on-point. Delight your customers, get UGCs and reviews, nurture them to signup for subscriptions, etc.

We'll all be busy in the next few months doing these a couple of times—good luck to all of us 

I hope this was helpful. There may be typos and misspellings, but hey, it's the strategy that counts.

If you have any questions, I'm only an email away. Just hit reply.

Happy Emailing!

~Kat