Sales and promotions? Watch this before you plan your next one!

Sales and promotions are potent tools in the e-commerce arsenal, offering a unique opportunity to engage customers and boost revenue. However, it’s crucial to approach them with a strategic mindset. Before jumping into your next sales event, consider the underlying reasons and objectives. Is it just because it's Black Friday, or are you trying to recover from a sales slump? Neither reason alone justifies a promotion. Let’s explore how to craft sales and promotions that enhance your brand without undercutting it.

Rethinking sales motives

Instead of reacting to external factors or attempting to quickly boost revenue, focus on creating automated and personalised sales through your email marketing. This approach targets only those customers who need that extra nudge to convert, rather than offering blanket discounts to everyone.

Targeted discounts through email automation

Utilise your welcome offers intelligently. If a customer hasn’t converted after the initial offer, consider triggering a special promotion. Similarly, use the lapse in repurchase as an opportunity to re-engage with a tailored sale. This method maintains your brand’s value while effectively targeting potential sales.

Rewarding loyalty over broad promotions

Instead of large-scale discount events, consider enhancing your loyalty program. Rewarding existing customers is more cost-effective as it doesn't involve additional acquisition costs. Structure your loyalty program with tiers, offering varying earning opportunities and rewards based on customer engagement and lifetime value.

Navigating major sale events like black friday

When participating in major sales events, critically assess your reasons for joining. If your advertising budget can’t compete with the big players, focus on leveraging your existing customer base through email marketing and loyalty programs. Use these channels to offer exclusive deals or early access, creating a sense of urgency and exclusivity.

Innovative promotion strategies

Think beyond the conventional site-wide discounts. Consider rolling out a series of time-sensitive offers, creating a sense of urgency and exclusivity for your subscribers. This tactic not only keeps your audience engaged but also allows you to quickly pivot away from less successful offers.

Balancing discounts with profit margins

During sales, it’s vital to maintain a healthy profit margin. Bundle offers, buy-one-get-one deals, and bonus points are excellent ways to encourage higher order values while protecting your bottom line. These strategies also provide an opportunity to test different offers, repeating successful ones and discarding the rest.


Effective sales and promotions require more than just slashing prices; they demand a strategic approach. By focusing on personalised, automated promotions and rewarding customer loyalty, you can enhance your brand’s value and ensure profitability. Always align your sales strategy with your brand’s ethos and long-term goals.