We also find that if the contest fits the e-mail creative concept, it tends to work better. And of course, the more generally appealing and high-value the product, the better your response to the contest will be. If a contest has a lot of participants, yet the e-mail campaign itself wasn’t as strong as we would’ve liked, it’s still a winner, because it got recipients involved and probably made them more likely to open the next campaign. Along those lines, we also publish the contest winner in the next e-mail campaign to reinforce its value and make sure people realize there really was a winner.
5. Free gift with purchase. We’ve lately had good luck with offers of a high-value product as a gift with any purchase. We also like to tie these offers to current events like National Hamburger Month or National Cookie Month. It makes them fun, and when you can tie the product to the event, it gives the whole e-mail a “reason to be.”
6. Scarcity. We’ve had luck with promoting popular, though backordered, items. When we have them in stock, we tout: “Hurry and get yours while supplies last.” Or when we know the item will be in stock soon: “Get your name on the list now, so you’ll get yours when we get our next shipment.” This creates a bit of a stir and reinforces that many customers love this product.
7. Last chance. If your product has seasonality or your offer is about to expire, a reminder or “last chance” e-mail sometimes can produce as well as the initial campaign. We send reminder e-mails toward the end of our sale events. We tell people there are only two days left, and we get about the same order rate as we do on the initial e-mail. It could also be “last chance for chocolates until fall” or “last chance to use your private code for FREE shipping.”