12d • General discussion
Are you sending enough sales campaigns?
We just ran the email campaign ecom brands are *scared* to touch. And it blew the doors off for a 7-figure health brand targeting neck pain patients:
Most email "experts" are OBSESSED with telling you to "never discount" and "protect your margins at all costs."
I get it. Discounting can be a slippery slope.
But the data doesn't lie.
For this 7 figure health brand, we noticed something fascinating:
- Educational campaigns without offers: $1-1.5K in sales
- Regular monthly promotions: ~$2K per campaign
- Product launch WITH an offer: $2.5K (highest performing ever)
That is…2.5x revenue compared to standard campaigns.
Why did this work so well?
Most of this brand's acquisition happens through advertorials. The prospects are already heavily educated by the time they hit our email list.
They're in what Eugene Schwartz would call the "Product Aware" or "Most Aware" stages.
They don't need more education, they just need a good reason to pull the trigger.
So the margins stayed healthy even WITH the discount. The increased conversion rate from the discount heavily outpaces whatever margin we "saved" by not offering one.
The lesson?
Stop blindly following "best practices" about protecting margins.
Look at YOUR data.
Test different approaches.
Some audiences simply convert better with offers.
And if the math works out…
Why fight it?
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Are you sending enough sales campaigns?
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