1. Decide on a promotion.
2. Write an email to your subscribers highlighting it.
3. Hit send.
Sound familiar? These are the three steps that DTC brands put into play day in, day out.
The result? Lots of people receiving daily emails offering them 10% off this or free shipping.
To paraphrase Hunter S. Thompson, “just another promotion in the promotion kingdom.”
All that to say: your promotions need more pizzazz.
You don’t need to reinvent the wheel. You just need to change the way you package it, so it doesn’t seem as…mundane.
Say goodbye to your ad-hoc, forgettable deals. Say hello to your brand new and shiny deal of the week program.
Discounts make us think we’re getting a good deal. But discounts offered within a limited time frame make us take action.
Shoppers feel they need to act or else risk missing out on a good deal. Call it the principle of scarcity, or as the cool kids say, FOMO. Even if you maybe don’t need that voice-activated can opener, the fear of missing out on the $30 discount might be enough to make you hit “buy.”
It’s not the only reason deal of the week programs work. There’s a careful calculus to promotions—too many sales offers and your customers won’t buy without them.
That’s the other benefit of a deal of the week program: you can generate enough curiosity to get people to your site, where even if they aren’t interested in that week’s item(s), they’re likely to browse and may buy something else.
As JC Penney CEO said after mistakenly ending all the retailer’s promotions: “Coupons were a drug,” he said. “They drove traffic.”
Is email marketing dead? You either fall into the no or yes camp.
We’re somewhere in the middle. Email can still drive results, but not the $100 in, $4,800 out kind.
Which leads us to our next point: don’t use email for your deal of the week program. Your audience already expects your run-of-the-mill marketing emails. If you send it by email, they’ll see it through the same lens.
Firstly, you need to decide what you want to offer. Most brands discount a single product or product category.
Say, for example, you sell hiking gear. One week you offer a discount on a range of wool socks. The next week you offer a deal on hiking sticks.
Where possible, you should plan these discounts out ahead of time, tying in with events or holidays, e.g., Father’s Day, you discount socks.
You’ll also want to decide how long you want the offer to run. Our customer, The Twenty Live, promotes a weekly deal that lasts only 20-minutes.
That’s a small window suited to their program (you can read more about it here). What works for you will depend on how attractive your deals are and the average order value. If you sell high-ticket items, you’ll probably want a longer window.
The second step you need to take is to advertise your program. The fishing tackle brand, Whisker Seeker, promotes its MegaDeals text program through a pop-up on its website.
You could also add an announcement bar to your website with a keyword. (A keyword is a word or phrase that customers can text to your phone number to subscribe to future text messages.)
Finally, you could use our mobile sign-up widget for advertising it. Here’s how it works.
The final step is to write your text message. We recommend that you don’t give away the specific deal in your text message to increase the chances someone visits your site.
Even if someone isn’t interested in that week’s deal, you can design your landing page to direct that traffic toward your other products or product categories.
If you’d like some more nitty-gritty guidance on how to write winning text messages, then check out these resources:
It’s easy for retailers to get drawn into the promotion cycle. And the more you do it, the less it works.
A deal of the week program can set you free from a direct response approach to your promotional efforts. It allows you to be more strategic and set terms that better suit your business and margins.
If you have any questions about setting up a deal of the week program, our team of texting experts would love to help. We’re available seven days a week. Text or call us at (866) 450-4185 or use the chat at the bottom of your screen.
Alternatively, take us for a test ride with a 14-day free trial. No credit card details are required.
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