6 WORDS YOU CAN SAY OTHER THAN “SALE!”
Email marketing happens on such a relentless drumbeat, that it’s easy to slip into a groove. Before you know it, you’re saying the same word, and over, and over again.
SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE. SALE.
UN. SUB. SCRIBE.
This is not to say that it’s not a critical pillar of email marketing. It’s just not the ONLY one. The English language is chock full of a veritable cornucopia of other perfectly adequate words! In fact, here are some others that you can say to keep it fresh!
- “NEW”
New is one of the most powerfully motivating words you can use other than Sale. Product launches are incredibly popular with customers. They key is to give the new product or collection launch the space it deserves, and to make the creative feel fresh and different. This is where you need to make sure to break away from the usual template so that people sit up and take notice!
Here’s a great example (left) from Fabletics. They took up a LOT of space, used multiple visuals to tell the story in a few ways, leveraging their owner’s celeb endorsement. Hey marketers, I need you to get roughly this excited about your new collections & product launches.* If YOU don’t care, why should THEY?
*Celebrity endorsement not required.
And before you call me out on 2 for $24 – it’s not a sale, that’s just their pricing model.
- “FYI”
This lives in the same family as “Did You Know…?” or an illuminating headline for editorial content. The intention here is to give your customer useful, relevant information that also helps make the case for a purchase. Buying a few more of your shoes, bras, guitars, that’s really a best of both worlds. Win-win!
In this example from Fender (look below, in the gallery) we learn the difference between acoustic and electric guitars. Hmm. That might intrigue a person with one, to start planning a purchase of the other, no? And in this example from Third Love, our interest is piqued with a question, “Did You Know?” Questions are intriguing because we are drawn to seek the answer. In this case, we learn that we, as humans, need our bras to “rest”more often. Who knew? Buy another bra, yours is tired.
- “FAVORITE”
Editor’s Picks or an influencer’s favorite are examples of this helpful word at work. These endorsements are most persuasive when they come from someone in an informed and discerning position.
In this example from Sole Society, a fashion blogger lends her expert eye to select a few stylish pieces for special attention.
- “5-STAR”
Customer reviews are crazy powerful, especially when they are driven by a significant number of aggregate reviews. This is a way to showcase your best-in-category products that have made other customers very happy.
- “DETAILS”
What special, handcrafted little touches make a product worth the price? Take the time and space to tell that story through words and pictures really, really thoroughly showing a ridiculous level of detail that demonstrates quality and value.
In this example from Inkkas – they lay out the product story, using a multitude photos to show an amazing amount of detail…right down to the eyelets.
- “DAY”
…As in Mother’s Day, Father’s Day, Labor Day, National Puppy Day, Independence Day. It’s a way to liven it up and make your creative feel timely and germane.
Here’s some great examples from Sole Society, J.Crew and Inkkas.
You know what? Go crazy, even pair some of these with a sale. Just mix it up!
