Yesterday, I was wrapping up work when…
*ding*
I got a notification on Slack.
It was from the customer support on my client’s team, asking:
“Yen, I suggest we do some design-driven email as the revenue is down for the last few days.”
At first, I wasn’t sure what to reply…
Isn’t it natural for the sales to be lower after the open cart?
Look –
You cannot expect the sales to be linear throughout the whole campaign.
Most people buy on open/close carts.
The open and close carts can make up to 80% of your customers.
I’m not going into this again. You can check my emails in the last few days.
But the reason I’m sharing this is:
ONE
Most people have very little understanding of marketing.
Do not let the customer support take the lead.
If you are the marketer, you take the lead.
(and you own the mistake if a promotion flops)
TWO
An essential part of running a promo is managing expectations.
Unrealistic expectations will destroy not only your reputation but also the brand. (if they stock up inventory based on unrealistic expectations, it’s a disaster waiting to happen)
That’s why I ALWAYS record a walkthrough video explaining the strategy behind each campaign and what the client should expect when signing off.
To be continued…
– WYH
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