In this marketing-focused discussion, Jimmy Kim and a co‑speaker explore how the conclusion of a sales campaign can be as pivotal as its launch. They stress the need for creative timing and messaging, recommending that VIP‑only early‑access emails be sent during off‑peak morning hours (6 – 8 AM local time) to capture attention. The conversation highlights the importance of clear, earned‑access subject lines—such as “You’ve earned early access”—that avoid sneaky tactics and make recipients feel privileged. The speakers also point out a common oversight: many marketers neglect the strategic structuring of the sale’s end, missing opportunities to drive urgency and maximize conversions.
And remember, inboxes explode that week, right? So, you know, getting creative in terms of, you know, the timing and, you know, the content and the subject lines and everything's super important. So sending VIP drops, let's call it like early morning or kind of off-peak hours, like a 6:00 AM to 8:00 AM local time type thing, is probably a good way to start.
Yeah, and just to add to that, you know, When I talk about the VIP list, you know, you want to get really clear with this. Don't try to get sneaky with it. Subject lines like, you've earned it, early access, things like that. Things that make people feel like they're getting an early access is really important and you want to be direct with that.
Yeah, and as you're talking about this, one thing I was just thinking about is I think one of the biggest missed opportunities with all of this is actually how you end your sale.
Totally. Dude, I love a good ending of a sale because the reality is a good end of a sale could do just as great as a start of a sale ultimately. And most brands just say, It's like sale ends tonight and then they disappear. But you should really control, like create almost a controlled landing curve when it comes to your closing. And the way I think about it, right, you're thinking about downslope, you know, maybe day 1 or let's say 3 days before your event is closing, you start sending some kind of like final hours or maybe 12 hours or 24 hours. You want to kind of set that final hours. Like I like to start at 48 hours because that's relatable. 48 hours left. And an SMS reminder. Then you also probably want to do that whole last chance email. If you want to extend it for VIP, you can do that as well too. So like there's a lot of ways you can drive it, but you want to think about it as a controlled land. Don't just shock them and surprise them and try to get them to push. Announce it and repeat yourself over and over again for multiple days as you come into that close because, well, people need that urgency to make that decision.
