Campaign angles for the holidays

Why angles matter

Most brands run the same offer all week. What changes from text to text is the angle: the reason this message is worth reading right now. A fresh angle keeps subscribers opening without adding more discount.

Before the sale

The sneak peek. Hint at what's coming without giving away the offer.
"[Brand]: Something big is coming Friday. Keep your phone close."

VIP early access. Make your best customers feel first in line.
"[Brand]: You're on the list. Our Black Friday sale opens early for you tomorrow at 9 AM."

The wishlist nudge. Get shoppers to decide what they want before the sale starts.
"[Brand]: Start your list now. Everything you save goes on sale Friday."

Gratitude. Thanksgiving works best as a thank-you with a soft offer, not a hard pitch.
"[Brand]: Thankful for you this year. Here's early access to our biggest sale."

During peak week

It's live. The simplest and strongest launch message. Lead with the offer.
"[Brand]: Black Friday is here. 30% off everything, today only: [link]"

Best sellers. Point shoppers to what everyone else is buying.
"[Brand]: Our top 3 sellers are all 30% off right now: [link]"

Low stock. Real scarcity drives action. Only use it when it's true.
"[Brand]: Almost gone: [product] is down to its last few. [link]"

The gift angle. Speak to people shopping for someone else.
"[Brand]: Shopping for someone else? Our gift sets are 30% off and ready to wrap."

Sale extended. Gives a second chance to people who missed it.
"[Brand]: You asked, we listened. Black Friday pricing is extended through Sunday."

Last chance. Save it for the final hours of the sale.
"[Brand]: Sale ends at midnight. This is your last chance for 30% off."

The reminder to clickers. For people who looked but didn't buy.
"[Brand]: Still thinking about it? Your picks are 30% off for a few more hours."

December

Shipping cutoffs. One of the highest-performing messages of the season.
"[Brand]: Order by Fri, Dec 18 for Christmas delivery."

Gift guide. Organize by person or price.
"[Brand]: Gifts under $50, gifts for dad, gifts for the one who has everything: [link]"

Last-minute gifts. For shoppers who missed the shipping cutoff.
"[Brand]: Too late to ship? A gift card arrives instantly: [link]"

Holiday returns. Remove the worry from gift buying.
"[Brand]: Extended holiday returns: anything bought now can be returned through Jan 31."

After the holidays

Thank you. No offer needed. Just appreciation.
"[Brand]: Thanks for making this our best season yet. See you in the new year."

Gift card redemption. For customers who received a gift card.
"[Brand]: Got a gift card? New arrivals just dropped: [link]"

New year, new routine. Works for replenishable products.
"[Brand]: Running low? Restock now and start the year off right."

Tips for using angles

• One angle per text. Don't combine a best seller pitch with a shipping reminder.

• Keep the offer the same across angles so shoppers aren't confused.

• Match the angle to the segment. Last chance goes to non-buyers, VIP early access goes to VIPs.