One of the worst ways to burn out your list of customers and ultimately sabotage the growth of your brand is to CONSTANTLY run sales…
When you do this, you become known as a discount brand…meaning most customers will only shop with you when you’re running a 20% off deal.
This is probably the biggest mistake I see with brands on the email marketing side.
They regularly blast their list with discounts.
No relationship building…
No infotainment…
No effort to build a community of customers.
Just sale after sale after sale.
Not only does this reek of neediness, it also signals to those interested in your brand that you don’t TRULY value what you’re selling…
And while this might earn you a quick sale in the short term, it pretty much nukes your brand in the long term.
Sales need to be a novelty.
Not a norm.
One brand I’ve kept an eye on over the last few years, Kill Crew, only runs ONE sale per year (Black Friday).
The other 360+ days?
Nothing.
They value their products, their brand, and their mission enough to stick to their guns and build long-term growth instead of short-term cash.
More brands need to adopt this mindset.
It’s a macro play that will build you an army of loyal customers in the process.
(Your margins will also thank you)
Lachlan