January 24, 2023

Using Email To ... Not ... Develop Categories

Can I show you the recent subject lines from a large e-commerce brand many of you shop from?

  • Up to 75% off your order starts TODAY!
  • You don't want to miss up to 75% off your order.
  • Just tonight! Up to 80% sale and clearance.
  • Ends today! Up to 75% off your order.
  • Today's exclusive deal! Up to 75% off outerwear (plus take 40% off everything else).
  • Savings are thawing! Up to 75% off coats, jackets.
  • STARTING NOW! Up to 70% off your order.
  • Tonight Only! Nightgowns from $24.
  • Save up to 70% off.
  • Ends today! Up to 70% off your order
  • Wow! 40%, 50%, or 60% off your order plus free shipping.
  • Ends tomorrow! 40% to 60% off your order.
  • Ends today! 40%, 50% or 60% off your order.
  • Time's ticking! 40% to 60% off your order.
  • Save up to 60% off your order!
  • Ends tomorrow! Savings up to 60% off your order.
  • Take an additional 60% off all other sale and clearance.
  • Get it now! Extra 60% off sale & clearance + 30% off.
This brand is not developing categories.

This brand is ignoring merchants. You might think this brand has contempt for merchants given how little it cares about price integrity.

Companies who actively develop categories feature a category each week, for instance. Maybe it is Chino and Casual Pants week. Dive into the category. Teach the customer why you are the expert in this category. Are you gonna work with some mythical influencer? Here's a place to do just that. Have a plan.

Promote products, not percentages off.


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