HOW do you encourage someone to buy something they didn’t know they wanted?
Whether you’re a department store, small business or even a tradie, you have a sale.
And it’s easy to increase product purchases exponentially through your email list and by including certain “must-haves” on the offer page, Ezra says.
He’ll tell you that 50-65% of his BOOM! total revenue can come from sale campaigns.
That’s why he believes sales must be run every six weeks.
“I don’t care if you only have 50 people on your email list, you’ve got to run sale events, because you’ll make more money if you do,” he says.
Valentine’s Day, a product launch, one-day discounts, new bag design, specific holidays, changing of the seasons … there’s hundreds of reasons for a sale and they don’t all have to be a percentage off throughout your store.
They can be one day, five days, two weeks – whatever.
Generally with any sale, you would send subscribers from an email to an offer page that then takes them to the product page and on to check out.
Or maybe you would run an ad that goes to that same offer page about the sale and check out.
If you’re running a sale that’s specific to one product, you might just send the email recipient directly to the product page (or maybe to a pre-sell article about that product first).
Here’s some of the offer page inclusions Ezra suggests:
- Minimum discount 10%.
- A hero banner or similar with the percentage discount.
- Frame the offer for gifting ideas.
- Have a consistent theme. The look and feel of any given sale campaign/event need to be designed specifically on a theme – such as you would on Black Friday or Mother’s Day – and you want the offer page and emails to look and feel consistent with that.
- Countdown timer call-to-action on the offer page above the fold (the portion of the webpage that is visible without scrolling). This not only helps to build excitement but also reminds people the sale won’t last and is over soon.
- A mobile-friendly offer page. Research shows that 88% of smartphone users actively check their email on their mobiles, so you want to make sure that your emails look good on these devices as well as a PC.
- Build anticipation. “Hey, we’ve got a sale starting soon. Click and opt in for it” – and then email those people again when the sale actually happens to remind them to go and check out the products and discounts.
DURING THE SALE
Ezra suggests mailing multiple times per day during a sale: two to three times (maybe 7am, 5pm and 10pm on day one and on the last day).
“You’ll double the amount of money you make on Day 1 and Day 3, or Day 5 or whatever the last day your sale, is by emailing two to three times because most people miss the emails they get,” Ezra says.
“So if you email a couple times, you’re more likely to get hold of them and no, it does not piss people off because if you don’t do that very often and mostly you’re sending them content.”
AT THE SHOPPING CART
It’s at the shopping cart stage all-year round where Ezra recommends stepping things up for even greater chance of more purchases.
“What we usually do is, we say … (we have a two-times buyer automation), ‘Hey, because you bought once, for the next 72 hours, you can receive 15% off, if you buy a second time’.
“We get about 10% of people who buy once during a sale to buy twice using this strategy. It works super-duper well.”
The order bump works well in conjunction with the add-to-cart button. Before checking out, a message will pop-up – such as: “You’re about to buy this product, now get another product” – and the customer is taken to a “sandwich page”.
It’s a win-win for everyone.
ALL IS NOT LOST
In any sale, there will be subscribers who visit your page but leave without buying.
They’re not a lost cause.
Ezra says those people can be retargeted.
“You can see here we spent $2000 to make $18,000, $28,000 to make $136,000,” he says.
“This is another example: $18,000 to make $91,000 of people who visited the actual sale page but didn’t buy.
“We retarget them with ads and we usually use customer testimonials.
“The way that we get these customer testimonials is by incentivising people who bought from us, saying, ‘Hey, we’ll give you $10 to our store if you send us a video’, and then we use those as ads”.
Blog Post created from Ezra Firestone’s DMDU Connect LIVE 2020 Presentation.
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