How to Launch a Promotional Campaign – Part 22

I just realized that I skipped sharing Close Cart Emails.

My bad.

Here are 5 tips for writing and sending on Judgement Day:

1. Send at least three emails

STOP BELIEVING PROSPECTS ARE READING EVERY SINGLE EMAIL THE MOMENT YOU SEND THEM

When was the last time your kid (or spouse) understood what you wanted to say the very first time. 🤣

You know third time’s the charm.

(or the stick)

2. Send your last reminder (with a very, very clear subject line) at least 2 hours before deadline

Again…

STOP BELIEVING YOUR PROSPECTS ARE READING EVERY SINGLE EMAIL THE MOMENT YOU SEND THEM

What’s the deal with those 30 minute final calls?

3. But I wouldn’t send more than 4 emails

Look, I know a few marketers who can pull this off.

(Daniel Throssell being the best)

But 99.9% of the brands cannot make this work.

If I see more than 4 emails… and you have just ONE boring message… I’m tuning off for the entire close. Bye-bye.

Because it’s so much easier to skip than read.

I remember seeing this quote from John Carlton from Daniel Throssell’s email:

“I woke up about 12:30 on Sunday and saw how many emails you’d sent me for that launch… and I thought, ‘dammit, he’d better be dying’…”

4. Make your last day email almost irresistible to read

Having a theme is great.

In my recent email, I made the last day like a big competition.

Each product collection has supporters cheering for their team.

Each team member came out to campaign for their team.

It’s game day.

If you have fun writing these last-day emails, your subscribers will have fun reading them. The excitement and passion glows.

5. Don’t hammer the “offer”

Here’s what I mean – 

If you’re doing a big launch, you probably have an AMAZING offer.

(if you don’t, why?…)

This means once you close your sales…

You are at a disadvantage selling your product at full price.

Because now you are competing against your deals.

(and that’s why most e-commerce brands retreat to bigger and badder discounts)

15%, 25%, 50%…. 90%… 1 buckaroo for LIFE!!!

That’s a downward spiral that you do not want to win.

Throughout the promo, you lean heavy into the offer.

Talking about how amazing the deal…

Sharing how much it’ll change people’s lives with so little cost…

Explaining how they will never be able to get the same offer again…

BUT

When it comes to Judgement Day – 

You stop.

You resist.

You pull back.

You tell prospects why they shouldn’t buy right now, and why it’s smart to pay full price later.

To give you an example:

In my recent launch, I hammer the offer to DEATH throughout the promo.

We did well.

56.96% of total revenue came from my emails.

But on the last day…

I pull the spotlight off the deals.

I told the subscribers:

“If you know what you want, this is the best price you’ll get—ever. 

But if you’re not sure, don’t overstock. 

Instead, start with a trial pack. 

You’d rather pay full price later than load your pantry with a [product] that doesn’t align with your taste. 

Find out which collection you like best, and come back when you know what you want. 

Even if that means you have to pay full price in the future…

It’s better than wasting on the wrong product just for a discount.”

To be continued…
– WYH

P.S. – Tip #5 is also why I no longer offer “fast action” discounts for my services. You’re better off paying full price when you are confident you want to work with me

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