Don't stop emailing.

If you just got through BFCM and your first thought was “I can chill out with emails now”, think again.

Here’s why:

Keep sending emails. Every day if you can. Until your shipping cutoff.

My December Email Tips:

1) If your product is gifted, your shipping cutoff needs to be communicated everywhere

2) Send emails every day. On weekends twice a day to your most engaged segment.

3) If you’re sending content-heavy emails, use banners at the top to call out your sale/offer like this:

4) Don’t feel self-conscious about sending more sale emails, everyone does it this time of the year, and consumers expect it. Be sure to exclude recent purchasers from campaigns.

5) BUT make sure to combine content unique to your brand with sale emails. Keep it fun, interesting, relatable or whatever your brand’s key emotions are. Look at the subject line for the email below (at the bottom of the image)

6) Show people your best sellers and new arrivals. Remind them what others are buying and what’s hot. Assume your buyer has to buy gifts for 10 different people → make their life easy.

7) Gift cards are overhyped for most brands. Don’t stress too much about launching them if you don’t already have them. I prefer to send “treat yourself to a holiday gift” style emails over a gift card email anyways.

8) And my most important advice: MAKE YOUR DISCOUNTS SIMPLE. People are busy so…

• Don’t make complex codes: BFCM2024 → VIP

• Simplify the sale: Confusing multi-step offer → Simple discounts

• Send them to the right product page or collection page: Home page link → Offer page link

• Auto-apply your discount codes in the email (template below)

  

Good luck this December,
Paperboy 🗞️

p.s. a few of my friends with useful Shopify apps (that I use myself) agreed to sponsor the newsletter. Popups with high opt-in rates: Alia. Insane bundle customization: FoxSell. I’ll talk more about them in future newsletters.