Just when I thought I saw the last email promo during the holiday season from one of the stores where I shop, I received another variation in my inbox. Looking back over the last couple of weeks, here’s a small sampling:
“Extended” Cyber Sale!
“Extended AGAIN ” Cyber Monday
“Last Chance” Sale!
“One more day” extended!
“Our FINAL” holiday sale!
“A special gift – We’ve extended” our sale for you!
The trend is clearly turning into one continuous promo each season with no way to trust when any one of them will really end. We already can safely assume there will be another one beginning.
These inbox surprises are part of a calculated promo calendar that basically leaves many customers feeling a little toyed with and led on. Why say something will end, when it will simply be extended again or another equally discounted coupon will be offered? Why not just keep prices the lowest possible and offer occasional promotions that are truly valuable?
At Holiday Cards Unlimited, we make great products and offer them at the lowest possible price, we avoid gimmicky promos, we respect and appreciate our customers, we’ll beat any competitor’s pricing if a customer happens to find the same item currently priced lower (which only happens if we weren’t aware of that pricing), and we provide attentive and thoughtful customer service. If we have some sort of special sale, it’s truly “special”.
Does anyone have a great subject line to convey this?