The Very Direct Approach Consumers expect large discounts at this time of the year. In fact, for many retailers, it's "go big or go home." There's so much competition that small discounts just don't stand out. Things to notice with this direct approach:
  • As it's a large discount, the promotion is placed near the top of the message.
  • Bold colors and large text are used.
  • The copy is as simple as possible. Example: UP TO 50% OFF.
  • You may see a bit of eye candy, but none of these messages rely on product images.

The Common Sense Approach

Using a bit of humor and common sense can really resonate with your audiences. Look at these examples. In this message from Schuh, not only did they point out that you might not have gotten what you wanted (common sense), they also immediately point you to your shoe size and tell you there's a sale on. This email is easy to understand, funny, and most importantly, very clickable.

Austique went with even more humor by adding in a funny little fluffy character. The question "Stuffed on turkey?" should ring true with many who received this message.

This message from Brantano is one of my favorites. It uses bold colors and large text, making it easy to understand straight away. It also adds a bit of humor by using the image of a vacuum. Many of us can relate to this feeling on Boxing Day, which makes this message relevant and helps it stand out in the inbox.

Business as Usual. What Boxing Day?

In this example from Mr. Porter, it's business as usual. They don't make an effort to point out any Boxing Day sale. Not in the subject line ("Feel-good winter coats), not in the images, not in the text. Nowhere in this message is there a mention of a sale. That's because there is no sale.

For a brand like Mr. Porter, I can see why they may not have wanted to offer up an incentive on Boxing Day. It may not have been needed for sales and/or they felt it would lower the value of their product/brand. This is a big gamble unless you have the data to back it up. Any retailer thinking of going this route should examine previous sales data and any competitor data you can find and then have a thorough internal discussion. I had no other messages like this in my inbox on Boxing Day. Did you receive any?
These were the Boxing Day messages that caught my eye this year. Did any messages stand out to you this year?