You sell without constant discounts by replacing price as the reason to buy with three other reasons: relevance (the right product in front of the right segment), timing (catching people at high-intent moments with automation), and truth-based urgency (real restocks, real stock levels, real seasons — not countdown timers). Discounts then become a scalpel you […]
Category Archives: Email Campaign Strategy
You can reuse a campaign idea every couple of months without anyone noticing, as long as you separate the concept from the execution. The concept — “pair a bestseller with the problem it solves,” “show what’s back in stock,” “answer one customer question” — is a reusable frame. What you rotate is the fill: the […]
The way to move slow inventory without hurting your brand is to change who sees it and how it’s framed before you ever touch the price. Most slow movers aren’t bad products; they’re invisible products, or products sold with the wrong angle. So the order of operations is: first give the item real visibility with […]
Don’t announce a new product to your whole list at once. Send it first to the people most likely to care — past buyers of the related category and your most engaged subscribers — then widen the circle over a short sequence of two or three emails, each with a different angle. Lead with the […]
Planning a month of campaigns takes one sitting of about 90 minutes: pick a single anchor campaign the month is built around (a launch, a seasonal moment, a bestseller push), fill the remaining weekly slots with non-promotional sends, decide which emails need a buyers-versus-non-buyers split, then batch-write everything while you’re in the same headspace. A […]
To find the campaigns that create future purchases, stop judging every send on its 48-hour revenue and start comparing recipients’ behavior over the following 60–90 days. The practical method: tag each campaign by type (promo, education, new product, story), then for your most important sends compare the later purchase rate of people who received the […]
Choose products by the campaign’s job, not by what you’d like to sell more of. A campaign to new subscribers should feature proven bestsellers, because strangers need your safest bet. A campaign to repeat customers can carry new arrivals or deeper-catalog items, because trust is already there. Before any product makes the cut, it has […]
A campaign calendar built around buying cycles starts with your order data, not with a list of holidays. Pull the median time between purchases for your main categories, note when demand for each category actually rises and falls across the year, and schedule campaigns to land just before those moments — when customers are about […]
Build your automations first, then layer campaigns on top. That’s the whole balance in one line. Flows — welcome, abandoned cart, browse abandonment, post-purchase, win-back — react to individual behavior and keep selling whether you show up to work or not. Campaigns are the manual layer: the launches, the seasonal pushes, the stories you decide […]
Email fatigue is rarely caused by volume alone. It’s caused by sameness — the same promo format, the same products, the same “20% off” to the same full list, week after week — until subscribers stop opening without ever bothering to unsubscribe. You avoid it by making each send earn its place: segment so people […]