9 Holiday & Manual Campaigns That Boosted Revenue By 60% For Sit 'n Sleep
Introduction
Holiday and promotional email campaigns are the biggest money-making opportunities for eCommerce businesses. Holiday eCommerce sales accounted for a total of 18.8% of total retail revenues in 2020. That’s because many shrewd and hesitant shoppers are just waiting for the perfect sale before they buy your product for themselves or a friend. Which is why, in order to maximize revenue, eCommerce businesses must ensure their holiday and promotional emails are optimized to convert.
Sit ‘n Sleep – an eCommerce and brick-and-mortar mattress retailer – hired us to (among other things) optimize their holiday and promotional emails in 2020. With our design and optimization tactics, we were able to increase their holiday email campaign revenue by 60%!
Here’s how…
Client Background
Sit ‘n Sleep is the largest mattress retailer in Southern California. They sell mattresses, bedding, pillows, furniture, and more online as well as at their brick and mortar locations.
They hired us to design, code, and optimize their email campaigns and automations. In addition to optimizing their Welcome Series, Cart Abandonment, Browse Abandonment, and Post-Purchase automations, we also created about 3 manual campaigns per month.
In order to make these emails as effective as possible and maximize revenue, we strategically employed multiple email marketing best practices, such as
Content Hierarchy
Content hierarchy is the use of size, color, positioning, and more to control an email recipient’s attention and what they perceive to be important.
We used content hierarchy in Sit ‘n Sleep’s emails to focus their subscribers’ attention on the sale and influence them to take advantage.
Social Proof
People are more likely to do something if they see others doing it. And especially so if others report a positive experience.
We often shared positive reviews in Sit ‘n Sleep’s emails to tap into the power of social proof. We also carefully selected reviews that touched upon selling points that Sit ‘n Sleep wanted to emphasize – like friendly, knowledgeable staff and an easy, pleasant shopping experience.
Objection Handling & Friction Reduction
In order to maximize sales, it’s important to address and eliminate any friction that may prevent subscribers from buying.
Sometimes that means addressing common objections by sharing free shipping and warranty policies. Sometimes that means sharing product recommendations so subscribers don’t have to spend time searching for products that the sale applies to.
Optimized CTAs
We used CTA button design best practices to optimize the CTAs in their emails.
Most notably, the CTAs use action oriented language, 3D button design, and contrasting colors.
Holiday Campaigns
👨💼 Father’s Day
Martin shares his story about why he upgraded to the premium version and the specific ways that it helped him improve his life. Quantifying data is important. But helping users see the benefits from a more human perspective is also powerful.
The email uses content hierarchy to draw attention to the most important element – the 50% off sale.
The 50% discount notice is placed at the top of the email in big, bold letters. It uses colors that contrast with the rest of the email to stand out. Together, these design elements work together to grab subscribers’ attention.
The 3D button design and contrasting colors help the CTAs stand out and grab attention
The email shares 3 products that the Presidents Day sale applies to. This makes it easier for subscribers to find applicable products without having to spend time and effort searching.
🐰 Easter Email
On Easter, Sit ‘n Sleep offered a one day sale of up to 50% off their products, plus a free bedding pack. We created an email that uses content hierarchy, objection handling, and engaging CTAs to influence subscribers to buy.
The email uses content hierarchy to draw attention to the most important element – the Easter sale.
The top 3rd of the email focuses entirely on the Easter promotion, sharing the date of the sale and the discount offered.
The email uses significant real estate to handle some of the most common objections that impede customers’ purchasing decisions.
It assures them that their mattress shopping experience will be easy because of Sit ‘n Sleep’s:
- 120-Day Warranty
- Free Delivery & Set Up
- Excellent Customer Service
- High-Quality Products
The CTAs stand out because of their contrasting colors and 3D button design.
The email shares 3 products that the Easter sale applies to. This makes it easier for subscribers to find applicable products without having to spend time and effort searching.
👨 Presidents Day Email
Sit ‘n Sleep’s Father’s Day sale offered up to 50% off mattresses, frames, and furniture. To promote the sale, we created an email that used content hierarchy, social proof, objection handling and more to influence subscribers to buy
The email uses content hierarchy to draw attention to the most important element – the Father’s Day sale.
The top 3rd of the email focuses entirely on the Father’s Day promotion. It shares the date of the sale, the discount amount, and the products the discount applies to.
It also uses imagery and copy to position Sit ‘n Sleep products as a perfect Father’s Day gift.
The email uses social proof to influence subscribers to buy.
We shared a 5-star review that perfectly accentuates the theme that Sit ‘n Sleep tries to drive home in their promotions: shopping for a mattress with them will be an easy and rewarding experience:
- The reviewer addresses a staff member by name and calls him a “super great guy.” This shows that Sit ‘n Sleep’s staff are helpful and friendly.
- The reviewer describes a pleasant shopping experience where the salesman was “knowledgeable and professional” and “not pushy.”
- The reviewer describes how happy he is with his purchase.
The email reduces friction by addressing common objections that impede shoppers’ buying decisions.
It assures them that their mattress shopping experience will be easy because of Sit ‘n Sleep’s:
- 20-Day Warranty
- Free Delivery & Set Up
- Excellent Customer Service
- High-Quality Products
The email shares links to the product categories that the discount applies to. This makes it easier for them to find applicable products without having to spend time and effort searching.
The CTAs stand out because of their contrasting colors and 3D button design.
🏳️🌈 Independence Day
Sit ‘n Sleep’s Independence Day sale offered up to $1000 off mattresses, frames, and furniture. To promote the sale, we created an email that used content hierarchy, social proof, objection handling and more to influence subscribers to buy
The email uses content hierarchy to draw attention to the most important element – the Independence Day sale.
The top 3rd of the email focuses entirely on the Independence Day promotion. It shares the discount amount and the products the discount applies to.
The email uses social proof to influence subscribers to buy. We shared a 5-star review that perfectly accentuates the theme that Sit ‘n Sleep tries to drive home in their promotions – shopping for a mattress with them will be an easy and rewarding experience:
- The reviewer addresses a staff member by name and says that he “always wants what’s best for you.” This shows that Sit ‘n Sleep’s staff are helpful and friendly.
- The reviewer describes a pleasant shopping experience and commends the “amazing service.”
- The reviewer describes his satisfaction with his purchase.
The email reduces friction by addressing common objections that impede shoppers’ buying decisions.
It assures them that their mattress shopping experience will be easy because of Sit ‘n Sleep’s:
- 120-Day Warranty
- Free Delivery & Set Up
- Excellent Customer Service
- High-Quality Products
The email shares 3 products that the Independence Day sale applies to. This makes it easier for them to find applicable products without having to spend time and effort searching.
The CTAs stand out because of their contrasting colors and 3D button design.
Promotional Campaigns
🔖 $400 Discount
Sit ‘n Sleep ran a sale where shoppers could get up to $400 off a Leesa mattress. To promote the sale, we created an email that used content hierarchy, objection handling, authority-building, and more to influence subscribers to take advantage.
The email uses content hierarchy to draw attention to the most important element – the $400 off sale.
The top 3rd of the email focuses entirely on the sale. It uses an attractive image to entice subscribers and help them imagine what their bedroom could look like with a Sit ‘n Sleep mattress. It also uses objection handling to reduce friction and persuade subscribers to take advantage of the sale.
The email reduces friction by addressing 3 common objections that impede shoppers’ buying decisions.
Shoppers can rest easy knowing that they’ll get:
- 120-Day Warranty
- Free Next Day Delivery
- A Low Price Guarantee
- High-Quality Products
The email shares 4 reviews from mattress experts published in major publications. The reviews emphasize the quality, versatility, and comfort of Leesa mattresses. And they simultaneously build authority and establish social proof.
The email shares 3 quality Leesa mattresses that subscribers can apply the sale to. This makes it easier for them to find applicable products without having to spend time and effort searching.
The CTAs stand out because of their contrasting colors and 3D button design.
🏷️ Affordable Deals Promo
One of Sit ‘n Sleep’s value propositions is that they provide quality mattresses for all price points.
To reinforce that value proposition and generate sales, we created an email that promoted their best deals under $999. It used content hierarchy, social proof, objection handling, and more to influence subscribers to make a purchase.
The email uses content hierarchy to draw attention to the focus of the email – the best deals under $999.
The large text works with the image of a salesperson helping a shopper find the right mattress to reinforce the theme of the email.
The email reduces friction by addressing common objections that impede shoppers’ buying decisions.
The copy just below the top content block informs subscribers of Sit ‘n Sleep’s 120-day warranty, free delivery, and low-price guarantee.
The end of the email uses similar copy to assure subscribers that their mattress shopping experience will be easy and rewarding.
The email shares a 5-star review from a happy customer. The review describes the customer’s satisfaction with the products he purchased as well as his experience with Sit ‘n Sleep’s helpful staff.
The email shares 3 popular products under $999 that subscribers may be interested in.
The CTAs stand out because of their contrasting colors and 3D button design.
⚡ Flash 15 Sale
Sit ‘n Sleep offers weekly deals on certain products. With their Flash 15 Sale, shoppers can take an extra 15% off those weekly deals.
Sit ‘n Sleep offers weekly deals on certain products. With their Flash 15 Sale, shoppers can take an extra 15% off those weekly deals.
The email uses content hierarchy to draw attention to the central focus of the email – the Flash 15 Sale. The top 3rd of the email is devoted to informing subscribers about the sale and which products it applies to.
The email shares several special offers.
Some function as objection handlers – like the 0% financing offer and the beds-in-a-box notice (which implies easy delivery and set up). Others inform subscribers of the weekly discounts that they can apply the Flash 15 Sale to.
The email shares 3 products that the Flash 15 Sale applies to. This makes it easier for subscribers to find applicable products without having to spend time and effort searching.
The CTAs stand out because of their contrasting colors and 3D button design.
🪑 Furniture Sale
Sit ‘n Sleep ran a sale in which they offered 30% off furniture. To promote the sale, we created an email that uses content hierarchy, objection handling, recommended products, and more to influence subscribers to buy
The email uses content hierarchy to draw attention to the most important element – the Independence Day sale.
The top 3rd of the email is devoted to informing subscribers about the sale. It uses an image of bedroom furniture to entice subscribers and get them thinking about furnishing their own bedroom.
The email reduces friction by addressing common objections that impede shoppers’ buying decisions.
The copy at the end of the email informs subscribers of Sit ‘n Sleep’s 120-day warranty, free delivery and set up, wide mattress selection, and experienced staff. All work together to assure subscribers that their mattress shopping experience will be easy and rewarding.
The email shares a 5-star review from a happy customer. The review provides social proof and touches upon several of Sit ‘n Sleep’s key selling points.
The reviewer describes the salesperson who helped him as friendly, helpful, and knowledgeable. His shopping experience is described as pleasant and rewarding. And he describes how he got his mattress at the lowest price and with free shipping.
The email shares 3 products that the Spring Savings sale applies to. This makes it easier for subscribers to find applicable products without having to spend time and effort
The CTAs stand out because of their contrasting colors and 3D button design.
⏰ Spring Savings
Sit ‘n Sleep’s Spring Savings sale offered up to 50% off select mattresses, furniture, and accessories. To promote the sale, we created an email that used content hierarchy, social proof, objection handling and more to influence subscribers to buy.
The email uses content hierarchy to draw attention to the most important element – the Spring Saving sale.
The top 3rd of the email focuses entirely on the Spring Savings promotion. It shares the discount amount and describes it as their “biggest memorial day sale ever.”
The email reduces friction by addressing common objections that impede shoppers’ buying decisions.
It assures them that their mattress shopping experience will be easy because of Sit ‘n Sleep’s:
- 120-Day Warranty
- Free Delivery & Set Up
- Excellent Customer Service
The email shares 3 products that the Independence Day sale applies to.
The email shares 3 products that the Independence Day sale applies to.
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“We looked at 16 different agencies, interviewed 8 of them and selected InboxArmy as number 1 pick.”
We hired InboxArmy to redesign Salesforce Marketing Cloud emails. The goal was to create a new master template that matched branding using industry best practices. After we signed the SOW, we had a couple discovery calls, submitted our brief and branding document. Once we were on the same page, InboxArmy did design in batches, we had 3 rounds of reviews and once all was finalized IA coded and implemented the templates for us in MC.
During discovery calls, members of IA were present (covering design and coding). After that we always communicated with our representative, Charlie. Being able to understand branding and our needs, design capabilities, coding pace, responsiveness and always willing to go step beyond for this project.
Felt like IA and we were on the same team.
