That was definitely the question this Labor Day weekend as I was bombarded with clickable sales content through my five email mailboxes connected to my phone. I did make numerous purchases this Labor Day weekend, having been waiting for some things in particular to go on sale, but below are by far the three sales on which I spent the most. Enjoy!
The content was sent to me on Thursday, August 29, so this sale has been live, along with the supporting materials, for six days. Also, I was sent daily emails post the 29thadvertising the sale that provided me clickable paths to the website. The Loft brand, which encompasses the Loft, Ann Taylor, Lou & Grey, and Ann Taylor and Loft factory stores published this content. However, the sale did not encompass all of the companies stores, only Loft. I normally purchase most of my work and casual clothes from Loft or Ann Taylor, because of their petite section, since I’m 5 ft., their clothes fit more properly than other stores. However, I always wait for a sale, because these stores can be a bit pricey! I believe that the goal they were trying to accomplish, and most likely normally do accomplish considering most things sell out from my experience, is to get rid of their last season clothes by having customers click through the email to purchase clothes on the website. Nevertheless, they also post that this sale is in stores as well, so they make sure to include all demographics, the customers who would like to shop in stores and the customers who prefer online shopping.
This content was first sent to me on August 30th, has been live for five days, and will end on the fifth day of the sale. This was sent to me once, with two follow up emails directing me towards the website to purchase items. The bookstore Barnes & Nobel published this content, and as far as I can tell only have this one enterprise under their company, with no sister book companies. This content is extremely compelling to me because I love books, especially series. Even if I have read the book before at the library, I still want to have a copy on my ever growing bookshelf, which I don’t fault myself for because books are good for your mind, right? The 15% off your entire order allowed me to purchase more than one book at a time, and at a certain point you are granted free shipping, another plus. The goal that this company was, and is usually, trying to accomplish, are to get customers to click through the email to purchase things on their website. Being one of the last bookstores standing, making it through the Amazon bust, they often do sales, but not many with this high a pricing off. I also think that they could be trying to convert customers who are on their email list from purchasing books at Amazon, by showcasing that their pricing is lower and they have more titles online to purchase.
Last but not least, I was sent this on Sept 1, with the sale lasting until Sept 5. This offer was sent in an email but was also advertised on their website for the length of five days. American Airlines was the brand who posted this content, but they also have 9 brands who participate as regional carriers for American that operate up to 3500 of their flights daily. This content was extremely compelling for me because I love to travel, and often fly at least two to three times a year, which is why I also have an American Airlines credit card and am an American Airlines member. I am going to Richmond VA, Orlando FL, and Rome Italy all within the next year, so I clicked through this email and landed on their website to see if any of the upcoming flights I needed to purchase were on sale. This content was trying to convert clicks to sales via linking people to their website to check out the sale they are currently offering. There are different components to the sale (you had to book a package), so I am not sure about the rate of drop off that may have occurred. I discovered myself that you had to purchase this in order to get a sale, so I was not able to use this sale to book my flights.
Overall, this was a very successful Labor Day, with many things purchased and many dollars saved 🙂