AMIClubwear Models a Flash Sale Email
A flash sale, like the one promoted in this well-crafted email, can build customer loyalty.
Mailer Name: AMIClubwear
Date Mailed: November 4, 2016
The flash sale is one tactic that’s part of a mix of efforts typically sent by this retailer. “Flash Friday Is Back,” the email’s subject line announces with almost no fanfare. Some of that appears in the preheader text. “Winter Is Coming … So Don’t Get Left Out In The Cold This Year!” it warns.
Once opened, though, all subtlety disappears from the email.
“FLASH FRIDAY Entire Site 50% OFF” it blasts. Besides the big, bold type shouting out the deal, one other element gets the customer’s attention. The headline appears against a background photograph of lightning. Clicking anywhere on this block leads directly to the website to begin shopping.
Although all of the site’s merchandise is on sale, most of the remaining email focuses on specific product groups. The next block down shows a selection of garments in its “Sweater Guide.” A model wears the clothing item in each photo. For each, the original price is crossed out and replaced by the half-off charge. Each clicks through to its page on the company’s website.
Additional sections showcase more fashion apparel. For example, 20 “Most Wanted Boots” includes photos of 20 differently-colored items. In this instance, no price displays.
Be careful in how often you send flash sale campaigns. Rather than simply focusing on short-term bumps in sales, look for ways to increase long-term value.
Paul Bobnak is the director of Who's Mailing What!, the most complete, searchable and fully online library of direct mail and email in the world. He has read and analyzed thousands of direct mail packages (offers, copy, designs, incentives and formats) and email in more than 200 industry categories, including retail, nonprofits, insurance, telecom, B-to-B, financial services and publishing. He writes for the e-newsletter Today @ Target Marketing and has been a judge in NonProfit PRO's Gold Awards for Fundraising Excellence since 2006.