This post illustrates how Amazon uses Christmas-themed pre-buzz tent poling to broadcast emails over 12 consecutive days of deals from December 4th to 15th in 2016. On Dec 2, Amazon announced its upcoming 12 days of deals to its associates under the Amazon affiliate program. They use the catchy email tagline 'Get inspired for holiday gift ideas during Amazon's 12 Days of Deals even'.
Inside that email, they allow associates to see the full list of product types and corresponding sale date. This allows Amazon associates to plan their own sales according to their product interests.
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As promised, on the 2nd day after the initial announcement, the broadcast email sequence begins; delivering daily early-morning emails into inboxes of associates. This continues for duration of the 12-day event. The tagline change according to the deals of the day.
Each daily broadcast email offers 1) a list of the day's deals and even 2) the theme of the upcoming 3 days. Below is an example from day 5 on December 8.
When Amazon associates click the landing page link (provided in the email), this is what they see. As highlighted below, Amazon applied the technique of urgency / scarcity by placing a countdown next to each reduced price.
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Anyone clicking on the 'All 12 Days' button (as seen on the top of the landing page) sees the following on day 5. The landing pages for the previous days are not live links.
RELATED CONTENT
- AutoResponse Email Marketing (How to plan an email sequence from start to finish)
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- Google Product Listing Ads / PLAs
- Craigslist advertising
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