Read the subject lines from this leading apparel brand. These are actual subject lines, on the dates I received the message from this company.
There are three things I want for you to think about.
- What is your overall perception of this company, after reading five weeks of messages? Do you think this company believes in the product they sell?
- If you were an Inventory Manager, how would you feel about the cadence of the discounts, given that fall apparel will be introduced next month?
- If you were a customer, how would you feel about receiving 30% off, only to receive a promotion days later that is better? Or 40% off, only to receive a promotion days later that is better? Or 50% off, only to receive a promotion days later that is better? Or 60% off, only to receive a promotion days later that is better? Or 70% off, ........
June 22: Save 30% on your order - ending soon.
June 23: Ends today: 30% off your order.
June 24: Save 30% on your order for one more day. (if you were pressured into ordering on June 23, ooops).
June 24: Tick tock: 30% off.
June 26: Limited time: 40% off swim! (if you were pressured into buying swim at 30% off for the past few days, ooops).
June 27: Dive in! 40% off swimwear | Mens.
June 28: 40% off swim, everybody in!
July 1: Ends today: 40% off swim for the family.
July 1: It's not too late!
July 2: Light the sparklers: 40% off 2 items!
July 3: Get ready for fireworks & save 40% on 2 items.
July 4: 4th of July savings: 40% off 2 + up to 65% off sale items.
July 5: Celebrate & save 40% on 2 items - ends tomorrow.
July 6: Final hours to save 40% on 2!
July 7: Sale on! Up to 65% off (and to think I was getting a good deal on 40% off 2 items).
July 8: All you need for summer is now up to 65% off.
July 9: Summer at Lands' End: save up to 65% now.
July 10: Summer Sale: beat the head with up to 65% off.
July 11: Swim spectacular: 50% off (hope you didn't buy swim on July 6, or June 28).
July 12: The swimwear you love, now 50% off.
July 13: 50% off swimwear for the entire family.
July 14: 50% off swim + summer's coolest shirts.
July 15: 50% off swimwear & more ends today.
July 15: Only hours left to save 50% on swim!
July 16: 2 days only: 40% off all shoes!
July 17: The buys of summer: now up to 60% off.
July 18: Up to 60% off summer styles for the family (swim better not be a summer style).
July 19: Sizzling summer sale - save up to 70%.
July 20: Save now on swim & summer styles - up to 70% off (hope you didn't buy swim at just 60% off two days ago).
July 21: Save up to 70%, beat the heat with cool summer savings.
July 22: Last day to save up to 70% on the Buys of Summer!
July 22: Only hours left!
July 23: Today only! 60% off swimwear.
July 24: Summer's Last Splash - up to 70% Off!
July 25: Don't miss summer's last splash, save up to 70%.
Hi Kevin, the retailer gave themselves away in one of the subject lines:
ReplyDeleteJuly 9: Summer at Lands' End: save up to 65% now.
That is a lot of sales emails to send. What happens in August - does the discounting cycle start all over again?
Some of the increases in discounting are associated with end-of-the-season activity ... many retailers increase discounts in June and July (and August) before Fall merchandise arrives.
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