3 Easy Steps To Run A Successful Event Sale For Ecommerce

Written by Rahi Jain
Sep 11, 2024

After running 1k+ event sale campaigns for 100+ ecommerce brands in last 10+ years, I have perfected a 3 easy steps to run a successful sales campaign.

I’ve discovered some fantastic insights and tricks that are guaranteed to work like a charm when you’re running any sales campaign.

No matter what industry you’re a part of, or what niche you occupy, it’s pretty clear that sales events can be a real game-changer.

Learning how to put together a sales event can bring a bunch of good stuff to businesses, like making your brand bigger, acquiring more customers, getting repeat purchases, and selling more stuff.

So, I’ve been running tons of sales campaigns for online stores, and guess what?

They’ve brought in more than 40% of the revenue!

Along the way, I picked up some cool lessons, tricks, and tactics that I’d love to share with you and show you how to use them.
In this article, you will get 3 Easy Steps to Scale Every SALE Event To Maximize Revenue

Step 1
- How to finalize the offer details?
- Popular sales & offer
- For how many days one should run the offer?
Step 2
- Strategies for running multiple offers.
- Promotional checklist for your brand.
Step 3
- How to promote the sale?

If you’re aspiring to generate 30% – 60% of revenue from email every single month in less than 45 days then book your free retention email plan here.

#Step 1 Finalize The Offer Details

For most eCommerce brands particularly those who are in the B2C market, eventually, you’ll run a promotional campaign at some point.

8 Type of Offers

The question is: What type of promotion is right for your business?

So, before answering this question there are a few things you would want to take into consideration:

– The type of product you sell significantly impacts your promotional strategy.

For example, a high-end home tech brand may not benefit from Buy One, Get One deals, while a natural health supplement company could thrive with such promotions.

Similarly, a boutique cosmetics shop might excel with gift-with-purchase deals.

– Customer expectations play a vital role in shaping your promotions.

Brands like Apple rarely offer discounts because customers trust their quality.

In contrast, fast-fashion retailers like ZARA frequently run promotions to attract repeat customers.

– Your business’s profit margins determine the type of sale you can afford to offer.

Slim-margin goods like groceries can benefit from free gifts with purchase, while jewelry with high markups can offer percentage-off discounts.

– Staying competitive is crucial during peak shopping seasons.

Knowing your closest competitors’ deals allows you to offer competitive promotions, especially during events like Black Friday and Christmas.

Moving further, let’s discuss the various kinds of offers.

Popular Sales & Offers

BOGO (Buy One, Get One)

Offering a BOGO (Buy One, Get One) deal is like giving your customers a double scoop of happiness! 🍦✌️

It’s a fantastic way for e-commerce brands to reward loyalty and attract new shoppers.

For example when you buy a cool pair of gloves, and you get another one free, it’s like scoring two for the price of one.

Customers love it, and it keeps them coming back for more – that’s the BOGO magic!

For example:

Buy 2 Get One Free

Offering a Buy 2, Get 1 Free deal is like hitting the jackpot of online shopping.

Imagine grabbing two cozy sweaters for fall, and bam, you get a third one free!

It’s all about adding value and spreading smiles. This smart move not only boosts sales but also builds customer loyalty.

It’s a win-win for everyone – you, your customers, and their closets! 🤩👚👕

For example :

Flat Discount

Score big savings with flat discounts! 💰✨

Offering a straight-up discount is like treating your online shopping squad to a surprise sale party.

Whether it’s 20% off that stylish handbag or $50 off those fancy headphones, it’s an instant mood-lifter.

It attracts more shoppers, clears out old stock, and keeps everyone grinning from ear to ear.

So, make your customers shop smart and make them save big – 🛍️🎉

For example:

Tiered Sale

Offering tiered discounts means the more you shop, the more you save.

It’s like unlocking bonus rewards for being a savvy shopper. Imagine grabbing 10% off on one item, 20% off on two, and a whopping 30% off on three or more.

It’s a win-win, encourages bigger orders, and puts a smile on your wallet’s face! 💸👛🎉

So, level up your savings game with tiered sales! 📈🛍️

For example

$10 Off $100+
$20 Off $200+
$30 Off $250+

Storewide Sale Or On Selected SKUs

Giving storewide sales or on selective SKUs, it’s your shopping playground! 🎉

Storewide sale enjoys the thrill of hunting for bargains on everything from electronics to fashion.

Or, choose selective SKUs and save big on your favorite items like the latest gadgets or stylish shoes.

It’s all about flexibility, making sure you get what you want, while your customers’ wallet stays happy 🤑👠📱

For Example:

Minimum Purchase Offers

Get more bang with minimum purchase offers! 💰🛒

These deals are like a secret handshake between savvy shoppers and e-commerce brands.

Imagine you see an offer, that says “Spend $50 and score free shipping or a free gift”

It’s a win-win! Isn’t it?

Your customers get more value for their money, and your brand gains your loyalty.

So, persuade your customers to add a little extra to their cart and watch the perks roll in🎁🙌🛍️

Now that you know all the offers, let’s shift our focus on how to run these offers- rather than how many days one should run the sale.

For example:

$50 Off On $500+ or 30% Off on $85+

For How Many Days One Should Run The Offer?

Deciding how long to run a sale offer can be a bit like choosing the perfect playlist because the timing matters! 🕒⏳

Whether you’re a business owner or a savvy shopper, finding that sweet spot can make all the difference.

So, let’s dive in to make those irresistible deals more desirable!🛍️⏳

Flash Sale

24-hour flash sales are like a surprise party for your customers offering limited-time discounts that create a shopping frenzy.

Suppose your favorite e-commerce brand drops a 24-hour flash sale on designer handbags, and you get a chance to snag the deal at a jaw-dropping price.

Sounds exciting right?

Exactly, it’s all about excitement & creating urgency on those unbeatable deals that persuade your customers to keep coming back for more! 🛍️💃👜

For Example:

Regular Sale

Regular 2-3 day sales are like a weekend getaway of online shopping for the customers.

Imagine your go-to e-commerce brand offering irresistible discounts on fashion, tech, and more, but for a limited time.

Sounds interesting right?

You see, it’s all about treating your customers without breaking their wallets or at least making them feel like one.

And obviously, who can resist a good deal over the weekend? 🎉👗🛍️

Also, don’t forget to create urgency towards the end of the sale. That’s where you convert most of your audience into buyers.

Bigger Sale

Extend the shopping excitement with a 4-5 day sale! 🛍️🌟

These bigger sales by e-commerce brands are like a shopping extravaganza, giving you more time to explore amazing deals.

It’s about convenience, allowing your customers to browse and score discounts at their own pace.

So, mark the calendar, spread the joy, and give your customers a reason to shop by running a bigger sale with constant reminders 🔔🛒

Get your customers ready for a shopping marathon! 🏁✨

For example:

Sale For More Than 5 Days

Though such sales or offers are pretty rare to find.

Still, these extended sales by e-commerce brands are like a shopping paradise, offering you the luxury of time to grab those fantastic deals.

Imagine scoring discounts on tech gadgets, stylish fashion, and more, all for an extended period.

Imagine that your customers missed the last day of the biggest sale…and really wanted to pick their favorite stuff but they missed it 🙁

Now how about you come back with a surprise for those customers the next day!

Yes, you guessed it right- “Woopie We Have Extended The Sale For You!”

You must have seen many ecommerce brands apply this strategy to create more excitement.

So, you see this hook totally fits in under running the sale for more than 5 days.

It’s the ultimate shopping convenience, allowing you to shop at your own pace and uncover hidden gems.

For example:

Now let’s take a look at how to stack the offer in case you’re planning to run multiple offers.

How To Stack The Offer If Running Multiple Offers?

Ever wondered how to make the most out of multiple offers when shopping or running a business?

It’s like building a delicious sandwich with all your favorite ingredients.

Let’s dive into the art of stacking offers to maximize savings and benefits! 🥪💰

Move From Weakest Offer To Highest Offer

Imagine you’re running a sale with multiple offers, and you start with the weakest deal.

It’s like warming up with a small sparkler on the Fourth of July. Sure, it’s fun, but you want to end with a jaw-dropping fireworks extravaganza, right?

Now, here’s the scoop: Going from the weakest deal to the juiciest one is like upgrading your ride from a bicycle to a sports car.

It’s all about maximizing your sales and keeping customers hooked.

When you save the best for last, shoppers stick around, getting more excited as they go. It’s like serving appetizers before the main course – the anticipation makes it tastier.

Plus, this strategy builds brand loyalty.

Customers remember your epic finale, and they’ll keep coming back for more.

It’s like throwing the best party in town – everyone wants an invite!

So, next time you’re plotting your e-commerce deals, remember- that starting small and ending big is the secret sauce for success. 🎉💰🛒🚀

Which Offer To Use When

When running multiple sales campaigns, deciding which offer to use can be a puzzle.

Kick things off with an Early Bird Sale.

It’s like serving tasty appetizers to get your guests in the mood. Offer a small discount or a buy-one-get-one deal to grab their attention and set the stage.

Let’s break this down for you so that you understand this better.

For example, let’s talk about the biggest sale of the year “The BFCM” where almost all ecommerce brands run multiple offers.

But the problem is, it becomes highly challenging for an ecommerce brand to figure out how to go about it i.e. which offer to use when.

So, let’s discuss when to unleash those offers, using a classic e-commerce example:

Early Bird Special (Thursday Eve or 2 days before Black Friday)

Think of this as the opening act, like the trailers before a movie.

Offer a small teaser discount, maybe 10% off, to get your audience’s attention.

Or offering early access to the sale only to the members of the insider program.

It’s like the first sip of coffee in the morning – it wakes them up and gets them ready for more.

Big Black Friday Blowout (Black Friday till Sunday)

This is the main event, like the blockbuster movie premiere. Roll out your significant deals here.

For example, 40% off on selected items or a buy-one-get-one-free offer.

Shoppers are in full shopping mode, and you want to give them something substantial to sink their teeth into.

Cyber Monday Mega Sale (Cyber Monday)

Here’s the grand finale, like the fireworks on the Fourth of July.

Pull out all the stops with your biggest discounts.

Offer 50% off, exclusive bundles, or limited-time flash sales.

Make it sound like “It’s the last chance to snag those incredible deals before they disappear.”

By strategically timing your offers, you’ll keep customers engaged and eager to shop throughout the sale weekend.

Also, don’t forget to mention the exclusions with each offer if there are any exclusions. It’s always best & ethically correct to keep your customers informed, hence helping to build trust & loyalty.

#Step 2 Create Brands’ Promotional Checklist

Before diving into email campaigns, be it automated or regular email campaigns, it is important to get all the sale assets straight, like your goals, the theme, landing page, enticing offers, etc.

Likewise, for a killer sales campaign, you’ll want to ensure a checklist of all essential sale assets for a successful run.

Let’s dive into the checklist and break it down for you.

Name & Theme Of The Sale

This is the first step when preparing a sales campaign.

Before running any sales campaign one should have answers to the following questions:

What is the purpose & name of the sale?
What is the theme of the sale?
The target audience of the sale

Once you have all the answers to these questions, then you know exactly what to do and how to plan further

Offer & Coupon Code

The offer & coupon code are the ultimate key to the enticing offer. You can create custom coupon code per customer for showcasing exclusivity and ownership.

Therefore it’s important to know the complete offer and it ‘s coupon code along with the exclusions if any!

Landing Page

When running a sales campaign it’s important to know where you are going to send your audience.

For that, you need to have a landing page from your client first.

Customer Branded Design For Sale – Same font and colors on every channel.

#3 Promote The Sale

Got a killer sale on your hands and wondering how to let the world know?

Well, promoting your sale is like turning on the spotlight at a rock concert – you want everyone to see and be excited!

So, here we’ll break down the coolest and simplest ways to get the word out about your awesome deals.

Let’s roll! 🌟💸📢

Type Of Campaign	Date
Teaser (Without Details) Something is coming	D – 14 Days
Teaser (With Details) Offer + Date or Time Of LaunchGet your wishlist ready	D – 2 Day
Starting in 6 HoursGet your wishlist ready	Before 6 Hours
SALE LIVE DAY	D DAY
Daily 1-2 Filler (Sale Continues) Depending on the offer and aggression, you can send it daily.	D+1 Days
Ending Tonight In text	SALE END DAY
Sale Extended By 2 DaysMissed, Don’t Worry	Sale Ends Date + 1
Extended Ending Tonight	Sale Ends Date + 2

Sale Teaser

Give a teaser 14 days before the sale!

It’s more like creating a buzz or announcing your offer before the actual sale and letting your customers know that you are coming soon with a big offer.

This helps in creating an atmosphere and creates curiosity & excitement among your target audience.

Imagine you are about to drop the most epic sale of the year, and you want everyone in on the secret.

Here’s what you need to give in your sale teaser to make it pop like fireworks on the Fourth of July.

Give the Opt-in Option

By giving a pop-up or sending an email start asking customers and persuade them to sign up if they want early access to the offer before anyone else.

For example:

“Want exclusive early access to our biggest sale? Click here to join the party!”

Or even just simply asking the customers to opt in if they want to keep getting all the updates regarding the sale offers to stay ahead of everyone.

“Sign in to get all the latest updates and offers”

Audience

Identify your target audience. Here it’s best to target engaged or active customers.

These existing customers are the folks who’ve been loyal to your brand, like the die-hard fans at a sports game. They’re more likely to jump on your offers.

Channel

For the initial teaser, it’s best to consider Email or SMS.

These are like the secret messages you pass in class – direct and personal.

Messaging

Craft a killer message.

For example:

“Something Big Is Coming! Stay Tuned For The For The Exciting Number”

“Get ready to save BIG! Our Biggest Sale is just around the corner. Stay tuned for jaw-dropping discounts and exclusive offers”

Pop- Up

If you have a website, use a pop-up on your homepage. It’s like a neon sign outside a store – impossible to miss. Offer a sneak peek and a chance to opt in right there.

Sale Pre-Launch & Early Launch For VIP Audience

Make an announcement 3-5 days before the sale launch for VIPs, Loyal Customers, and active customers.

Think of it as giving your inner circle a sneak peek at the party before it starts.

When it comes to gearing up for a big sale, it’s all about creating pre-launch excitement for exclusive & active customers.

Set the stage on fire with an early sale launch that’ll leave your competition in the dust!

With the message “Add To Your Wishlist”.

So that your customers can take a sneak peek and save their favorites on their wishlist.

Think of it like a surprise event that your biggest fans a.k.a loyal & active customers just can’t miss.

Type of Audience

Roll out the red carpet for your VIP customers, and those active shoppers who can’t get enough of your goodies. Make them feel important by offering them early access to the sale.