5 Insights for a Successful King’s Day Email Campaign That Generates Revenue

Is King's Day marketing only for big brands? Absolutely not! We'll provide tips for a successful email campaign.

Most solopreneurs and small businesses take part in Black Friday, but it sometimes feels like King’s Day marketing is only used by big brands. That’s a great chance for you to stand out in your industry by running your own King’s Day promotion. The question is, what should you consider when setting up a King’s Day campaign that actually generates revenue?

See below for several practical guidelines and insights:

Insight 1: Promotion WITHOUT a Discount?

There’s more you can do than just offering discounts. A discount can definitely bring in more customers. But it can also really cut into your profit margins. Price is only one side of the equation; the other side is the value customers get. A lot of the time, there are enough chances to make people think your product is worth more than it actually is, instead of making it seem like it’s worth less by lowering the price.

You might also want to think about adding bonuses or extra benefits. You could also offer an option that’s usually not available. For example, there was a one-time “King-size package” as a special edition (KING-size, as a reference to King’s Day). If you’re selling products that come in different colors, then releasing a limited edition in orange might be a good idea.

Insight 2: Think Beyond 1 or 2 Newsletters

Don’t think of newsletters as isolated entities, but rather as part of a complete campaign or promotion. One or two emails announcing a “King’s Day discount” is fine, but that only scratches the surface of what the campaign could do. Multiple emails should work together as a cohesive campaign that approaches the topic from different angles. A well-structured email automation is perfect for this, and it’s a breeze to set up using email marketing software like CleverReach.

Here are some examples of emails that are super effective but often get overlooked during promotions:

• The social proof email (reviews/ testimonials)
  This will make your offer more appealing by showing that you understand the value of what you’re offering, instead of just focusing on the promotion or price.
• The problem-solution email
  In this email, you clearly explain the problem you solve by talking about situations that your target audience is dealing with right now. This helps your audience see how your offer can really benefit them, which makes it seem more valuable. A temporary promotion makes the decision process way easier.
• The deadline email
  Urgency and FOMO (‘fear of missing out’) are powerful psychological marketing drivers. Deadline emails tend to be the most effective emails in a campaign because they get the most purchases. Don’t forget to send a few reminder emails to your audience about the ending promotion.

Adding these elements to your regular promotional announcements can turn your campaign into something far more effective.

Insight 3: Don’t Forget Your Existing Customers!

One of the best ways to make more money and keep things simple is to get one-time buyers to come back and buy again. A lot of people make the mistake of thinking that promotions are only for getting new customers, and they don’t pay much attention to their existing or former customers. But this is one of the easiest groups to make more sales with. They already know your brand, trust you, and get what you’re offering.

Get existing customers, former customers, and even inactive customers who can be reactivated to make more purchases. In addition to your regular promotions, you could give this group more options to raise their average order value, while simultaneously making them feel appreciated and valued.

Insight 4: The Offer You Include in the Promotion Is a Strategic (Long-Term) Decision

Although a King’s Day campaign is often seen as a means of generating short-term revenue, a long-term approach is more effective. It may be tempting to discount your core offer. However, this can impact sales in the weeks or months afterward and influence how your audience perceives your offer’s value. Therefore, think carefully before discounting your core offer.

In the long term, it may be better to use the promotion to get new leads or customers, who can later be encouraged to buy your main product at full price. For example, use a smaller offer in the promotion and choose the one that provides the best opportunities to suggest additional products or services. Ask yourself: which smaller offer should I use in this promotion to make it easy for customers to upgrade to my higher-priced main offer later on?

Insight 5: Clarity Beats Clever Puns

When designing your promotion, try not to be overly clever or witty. It can be tempting to create humorous tie-ins or creative wordplay, similar to what large brands do. But this can backfire if it makes people more confused. Remember that while you are thinking about this promotion in terms of your own market and product, your audience is getting a lot of emails in their inbox. They are not focused on your product or industry all day.

When you look at the big picture, you might see that some ideas that seem smart in your situation might not work as well. Sometimes, it’s better to run a simple promotion that’s clear than a clever one that your audience doesn’t understand.

These were five insights for a successful email marketing campaign built around King’s Day (or any other holiday). The most important insight is this: don’t let King’s Day pass quietly without generating meaningful revenue from your email list.

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About the author:

Ernst-Jan Buijs is a “Conversion Architect,” a term he uses to describe himself. He is the co-founder of De Conversie Agency and Funnels & Conversie. He and his team help knowledge entrepreneurs create high-converting funnels and email marketing campaigns that generate continuous customer acquisition and revenue.

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