What are the five stages of the holiday marketing playbook?

Stage one is pre-season training: regularly email your list with romance (non-salesy) content throughout the year, well before any holiday. Stage two is warmups: send emails teasing that a sale is coming, without giving the exact discount yet. Stage three is the offer: send the actual discount with a deadline, a coupon code, and clear call to action. Stage four is resending to unopens: 24 hours after the offer email, resend it only to people who didn’t open the first one. Stage five is the 24-hour warning: remind people the deal is about to expire. These five stages, run together, form a cohesive campaign that gets attention and drives sales.

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Asked by synthesized from teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2017-11-14