Email Marketing Guide

      Email marketing definition is a form of internet marketing that relies on a series of emails that are sent out to a mailing list. This is a great way to communicate with people who are interested in your products or services. It is a form of online advertising that is free for the sender and is designed to generate sales or leads for your business. It is a long-term business relationship with your customers. You can only do this with email marketing. Email marketing guide rule No1. Before sending emails to your targeted audience you shall think about how to build trust and provide your audience with solutions and answers to their queries otherwise no one would be interested in reading your content.

     For an email marketing campaign to be successful, you need to have a strong list of subscribers who are interested in the topic you are marketing. You can get more subscribers by offering them something-something that they would be interested in such as a free ebook, whitepaper, etc. This would build trust and it would encourage them to open your emails.

Email Marketing Guide, How to Create Engaging Emails?

Table of Contents

1. Email marketing, why it is an important marketing tool?
2. Send Better Emails Using Storytelling
3. Tricks of the Trade for Engaging Emails
4. Use the 5-to-1 Rule in Your Email campaigns
5. Use the One-Two Punch for Email Engagement
6. Using Pay Per Click (PPC) to Enhance Your Email Campaigns
7. Don’t Let CANSPAM Guidelines Derail Your Email Campaigns
8. How Professional-Looking Is Your Email Newsletter?
9. How to Write Engaging Emails?
10. People Love Coupons – Use Them In Your Emails
11. Scarcity in Your Emails Still Works                                                       

1) Email marketing, why it is an important marketing tool?

     Have you ever wanted to build a more meaningful relationship with your audience?  Would you like to be a top blogger perhaps? A full-time internet marketer who can sell thousands of e-books? Or perhaps you already have a business and you just want to generate more interest and more business for it? No matter what the case, an email list can be an incredibly powerful tool that will help you to do all those things and more. An email has the ability to influence and impact your audience in ways that no other form of marketing can – and it’s also incredibly simple to get started with thanks to the complete lack of up-front investment needed and the great tools out there to help you get started. The statistics make it clear too: email marketing is the top dog when it comes to making a profit and building trust.

Just consider a handful of the following metrics:

 Email marketing provides a 4,300% return on investment!
 91% of US consumers check their email at least once a day
 66% of US consumers over the age of 15 have purchased a minimum of one thing as a direct outcome of an email campaign.

When surveyed, internet marketing companies say that email marketing is more profitable than:

o PPC
o Content marketing
o Display advertising
o Mobile ads
o Direct marketing
o Social media

     If you take a look at any of the blogs on making money online or running a blog, you’ll find that they all recommend email marketing as one of the single most important things you can invest your time and money in. And yet there are still a lot of people out there who aren’t putting their faith or their time into this form of marketing.

Why?

       One big reason is that people simply don’t understand what email marketing is capable of or how to make the most of it. Many of us aren't very thrilled in the email marketing we receive, which makes it difficult to see how it may benefit us as marketers. It might even be something you've tried before but failed to succeed with. The fact of the matter is that a lot of people are misguided when it comes to email marketing and don’t really understand how to make the most of it.

The True Power of Email Marketing

       The true power of email marketing is not that it allows you to message your audience directly, or that it allows you to bypass Facebook or Twitter. These are big positives of course but they are not the thing that gives email marketing the edge over other similar forms of marketing. Rather, what really makes email marketing impactful, is the fact that it is so much more personal and that it involves so much more trust. Getting someone to follow you on Twitter is easy. They only have to click a button to follow you, and unfollowing you is also more simple. Getting someone's email address, on the other hand, is far more difficult. Because an email address is far more personal, this is the case. The reason for this is that an email address is much more personal. This is where we talk to friends and relatives and it is something we always have access to. If you receive a new email, it will normally result in a notification that alerts you to something new in your inbox.

     Many of us already feel that we’re inundated with spam and can even feel stressed if we get an email because of it. So, if your followers have agreed to give you their email address, then that is a massive sign of trust. And when they receive that message, it completely changes the dynamic. They now feel as though you are talking to them and they feel that they have got much more privileged access to whatever you are doing. Only real fans will give you their email address, which means you now have the most engaged audience imaginable with whom you can communicate. This allows you to sell to people you know are confident in what you're doing, which will result in a high level of conversions. Given how inexpensive and simple it is to create an email, and how high the conversion rate is likely to be, it's no coincidence that email marketing has a return on investment of 4,300 percent! This means you're communicating directly to your biggest fans and they'll quickly feel like they're a bigger part of your brand's movement than they were before. They are now part of the ‘inner sanctum’ and there is a sense of excitement and belonging that comes from that.

       This is very similar to an interesting psychological quirk that all humans demonstrate. Do you know what one of the best ways to get someone to like you more is? It’s to ask them to do you a favor! Now, you would think that this would be the other way around, but actually, when someone does you a favor, it creates a certain ‘cognitive dissonance’. They will want to explain to themselves why they just went out of their way to help you and thus they will reason that it must be because they really like you! The same thing happens when someone gives you their email address. This will feel like a strange thing to do because they just invited you to start selling to them – and that’s not something they like! Why would they have done that unless they were massive fans of your brand? Thus, your subscribers become instantly more engaged. This is also why any sales funnel – a series of steps designed to get someone to pay for a big-ticket item – will always involve a mailing list at some point.

1,000 True Fans

     You might have heard of the book ‘1,000 True Fans’. This famous marketing text claims that all a business needs are 1,000 true fans and from there, they can go about building a huge audience that will grow exponentially. That's because real fans are those who will promote your business, but everything you do, and share your links on social media. True fans become your promoters, testimonies, and more, which may result in your brand gaining more and more momentum over time. Email marketing is the perfect way to create those true fans because it gets people to sign up and to agree to become a ‘part of something’. It also creates a form of marketing where your audience feels that they are speaking with you directly and that they could respond if they wanted to.

    You need to be more friendly and show your fans that this isn't a bot-controlled account! In fact, I strongly advise you to urge your audience to respond, express their ideas, and participate - this will only build the type of brand engagement that may lead to big sales and growth. Similarly, you may promote this even more by using the appropriate wording. You want to highlight a sense of belonging, of being part of a movement, of being part of something bigger. You can do this by telling people to ‘sign up and join the revolution or to ‘sign up and get involved!’ You are almost giving your audience some ownership over your brand in this way. You are creating a real relationship and by doing this you are making something much more powerful than just a company trying to sell people things.

2) Send Better Emails Using Storytelling

      If I gave you a set of numbers and rambled on with facts regarding those numbers, how likely would I hold your attention? If, on the other hand, I told you a story about a guy who defied the odds and somehow incorporated the same numbers into the story, does this change the landscape for you? Will you be more accepting of the story?

     Unless you came from another planet or are currently a robot, there’s a good chance you picked the second option, i.e., the story. Humans love stories, and it’s been that way for as far back as we go. When coming up with engaging emails, it does not have to be an epic tale. You probably won’t have your emails made into a blockbuster motion picture, but that isn’t needed. What is needed is to connect with your readers in a way that makes them want to finish reading the book to its end. The best stories are those that come from your own experiences. You, better than anyone, can tell those stories and how you felt at the time of those experiences. You can specify people who may have gotten in your way or others who may have helped. You can also suggest resources that helped you overcome problems, etc.

       Obviously, not everyone will resonate with your story because not everyone is going through the same things you went through. That's okay. However, you probably already targeted your list, to begin with, so the people who are on it have something in common. The story will be more in line with who they are. If you haven’t experienced something, you shouldn’t make it up. Even through writing, this will come off as contrived, and it won’t read well. If you still want to tell a story, try to find someone who has gone through what you are trying to tell. You can interview them on the phone, or you can send them a list of questions. If they agree, then this becomes your story.

       To capture the stories of others, have a rough outline of how you believe the story should go in your mind. Writing from a first-person perspective also gives you access to one more incredibly powerful tool. This can help you ask the right questions during your interview. If you are off base, ask for a follow-up interview with a new set of questions. The closer we can get to portraying human experiences, the easier it will be for readers to relate. When you become a good storyteller, your emails will naturally be more engaging. It is often said that storytelling is ‘SEO for the human brain’. What this means, is that the human brain is evolved to love storytelling and to find it highly engaging. We like stories because we’re used to hearing them but also because we instinctively think they must be relevant to us. Someone else’s experiences will always be likely to hold tips and advice that we can take for ourselves.

          Moreover, stories are always more emotional. When you come to try and sell, you’ll learn that you sell best through emotion and not through reason. If you tell a story of how changing to X training regime helped you to get into shape and finally feel great about yourself, that gets people invested in your transformation and makes them far more motivated to want to buy that same program from you. So, whatever tip or advice you want to share in your message, make sure that you phrase it in a way that makes it into a story. This is going to be a lot less dry, a lot more engaging, and a lot more exciting right away! Oh, and one more, vital piece of advice is to always provide some form of value in every message. Whether it's a useful tip, valuable advice, or money off, it's a beneficial concept or tip. To persuade your audience to read your following messages, make sure the content in the previous one convinced them that it was worthwhile to click on it. Think of this in terms of a ratio too – the quicker they get that value, the better the ROI has been for them. Keep your emails short and sweet then and pack them with as much good stuff as you possibly can.

3) Tricks of the Trade for Engaging Emails

      The following are not the kinds of tricks that will get you in trouble with your email provider or web hosting account. They aren’t meant to deceive anyone. In other words, they should be thought of more as tips rather than tricks. When constructing your email, make sure you add some links, preferably to your blog or website. This seems obvious enough, but people forget to do this. Don’t go overboard with it, but have a link near the top and another one at the bottom.  Create a follow-up series. Major autoresponder services have what is known as a follow-up series. As the name suggests, each time you add a message to the follow-up queue, it will be sent to your list. When new people sign up for your list, they will start at the beginning, and the system will send messages based on the rules you specify. For instance, if you have four follow-up messages and set them for days 1, 2, 4, and 8, on the first day, subscribers will get a message. Then, they will get three more on the second, fourth, and eighth days.

     Consider creating tutorials and how-to emails. People love to learn new techniques, especially if they are hard to find. Create a follow-up sequence with a set of tutorials. You can also expand this to have part of the tutorial exist on your website. This way, you can get them started in your emails, and then forward the readers to your website.

     Another great idea for emails is to create a roundup. If you aren’t familiar with this, it is a gathering of useful and related posts or resources. You then explain how those resources helped you in some way or how you believe they might be useful to your readers. If you repeat the entire message on your blog or website, you can reach out to the bloggers who were included in your round-up. This can get some of them to share with their friends. Other bloggers love to see their work portrayed in different venues or blogs.

    Here is a trick that works incredibly well. Reach out to a few of your customers privately. Ask them for testimonials and include those in your emails. The best kinds of testimonials are when customers describe how exactly they are using your product. However, any positive testimonials will help with your email engagement.

4) Use the 5-to-1 Rule in Your Email Campaigns

      Are you familiar with the 5-to-1 rule? Simply, this means that for every five emails that you send, one of them can be a promotional message. The other five should not have any promotions. In this way, you develop a strong trust factor with your list, and that is huge.  Most marketers don’t follow this and simply bombard their list with offer after offer. While this may work in the short term, it has the potential to upset people on the list. Have you ever audited the messages you received from someone, only to find several emails containing nothing but promotions? It makes you wonder why you are still subscribed and often opt-out. On the other hand, when you have someone that is offering you a great value on a constant basis, you tend to look forward to their next email. You aren’t bothered as much when they send the occasional promotional message. They have to eat, after all. You will be more willing to buy from these people because they have provided such great information in the past.

    Unfortunately, some marketers get enticed over to the dark side, and after providing months of great information, they start massive promotions. They get greedy and want to boost their return on investment. Again, it may work for a little while, but it gets old quickly and people start to opt-out.  Imagine if you had a group of people on your list that hung on every word you wrote. Isn’t that a much better scenario than them heading for the exit of your list? You become an authority when you keep them enthralled. They will also tell their friends about you, and those friends will join your list. Your list will grow substantially when this happens. It takes much more effort to get a customer on your list than to keep a customer. Your cost of acquisition for future sales drops significantly with existing list customers. Make sure you treat these people right. They can just as easily opt-out as they can buy.

      It’s amazing to see companies offering serious deals to new customers while forgetting about their loyal customers. Keep this in mind when you have people buying consistently from you. It’s nice to get new customers, but it’s even nicer to keep the existing customers happy and to get them coming back for more. Don’t forget about these people. They are the lifeblood of your business.

5) Use the One-Two Punch for Email Engagement

     It’s a wonderful feeling to have people subscribe to your email list. It’s the closest thing to having your own ATM without having to open a bank account. People get on your list, and you send them information and an offer here or there. Depending on your list size, these offers can amount to significant income over time. But, marketers also miss an opportunity to use their emails to increase engagement on their websites. They provide all of the information in the emails, and they don’t take advantage of sending that traffic to their blogs or websites. They may still get sales, but they won’t get the boost of traffic. A better approach is to use what is known as the "one-two punch." The way this works is that you set up teaser information in your email. Build up the suspense so that the subscriber reads the entire content provided in the email. But, leave them hanging a bit. If they want to get the rest of the information (which they will), send them to your website. In this way, your emails are being used as a cliffhanger of sorts. Using this method will increase the traffic to your website. But, it goes even further than that. For one, your analytics with Google and other search engines will improve. When the same people return to your website, they start to trust your website, which is reflected positively in the search engine stats. At this point, you start boosting your authority in the eyes of your readers as well as the search engines.

     To take this concept even further, set up the posts on your website or blog to be multipart. Again, build up the suspense in earlier parts so that readers are left with no choice but to click on the link to the next part. Don’t go too crazy with this concept. But, when you use it strategically, it can lower your bounce rates for your stats. Another method is to include advertising on the web page that you send in your emails. The best type of advertising for this is Google Adsense or a similar service like Ezoic or Adthrive. With this type of advertising, you receive cash for clicks. Because you are building email marketing funneling traffic from your email list, you should be able to get enough people to earn a decent amount of money from this strategy. Don’t use the advertising strategy if you are selling your products on the pages or posts, however. This type of advertising takes the reader away from your website, which means you lose the ability to sell to them during that session.

6) Using Pay Per Click (PPC) to Enhance Your Email Campaigns

    The money is on the list. How many times have you heard that statement? People keep saying it for one simple reason: it works. If you have the power to get people on your list, you have the power to make a serious amount of money.  But getting people on your list is not as easy as it used to be. At one point, it was simply a matter of offering a free report, creating a web page full of keywords along with a lead capture form, and watching as your list suddenly grew. In those days, it was simple. People are savvier today and don’t want to readily give their emails out. Even when you find a good offer to give away for free, it can be tough to get traffic to your website for people to sign up. Bloggers use Search Engine Optimization (SEO) to grow their results organically. But this, too, is not as easy as it used to be. The competition for blogs has become fierce.

      An alternative to SEO is Pay Per Click (PPC). As the name suggests, you pay for any clicks that are generated on your behalf. Usually, these campaigns are set up on major search engines like Google and Bing. There are other search engines that have this setup, but the amount of traffic you’ll get is negligible, at least at the time of this writing. If you have been searching using Google or Bing, you likely know what these PPC ads look like. On Bing, they appear on the right-hand side of the search results as well as the top and bottom, sandwiching the organic results. Google has done away with the right-hand side advertising and just displays it at the top and bottom of the results. If you want to generate traffic quickly, PPC can be a great means to do so. You have to learn the right way to do it. Otherwise, you could bleed your budget in a matter of days. For some, this can even happen in minutes. Marketers who do learn can keep their costs low because they set up their campaigns in the correct manner. It’s not that PPC is difficult to learn. It’s just that Marketers jump into it without learning the correct methods, and that’s when they get into trouble. Find information about how to do it properly and take the time to learn it. Once that happens, you can start delivering traffic to your email capture pages within days or even less.

7) Don’t Let CANSPAM Guidelines Derail Your Email Campaigns 

     In the United States, the Federal Trade Commission (FTC) implemented guidelines for promotional emails. If you don’t live in the US but transact business there, you will still need to consider these guidelines. Many other countries have adopted similar (if not stricter) guidelines and laws. In short, you need to disclose certain information within the body of an email used for promotions. The FTC guidelines state that an email should contain headlines that are not deceptive. You should not have a headline that states one thing and then the body of the email has nothing to do with that headline. You need to identify yourself by name and address. Make sure the information you provide is correct. Some spammers use false information. But, if you get caught doing this, it could lead to fines and possible criminal prosecution. It just goes to show that the FTC takes these guidelines seriously and even though they are not officially laws, they can still be used against you.

       If you are selling anything, be sure to indicate that it is a promotional email. The receiver needs to know right away about your intentions to sell. It may deter some from even reading the emails, but it is still necessary. Finally, you must provide a means for the receiver to opt out of receiving any future emails. Most professional auto-responder services will do this for you automatically. If you don’t use one, make sure you include instructions on how to opt out. Spammers often include such a message but don’t abide by it. This can again lead to hefty fines. You may believe that the FTC and other governments around the world won’t catch up to you. It’s true that these government entities don’t have unlimited resources. There is a good chance they will never catch up to you. This is why many spammers continue with these practices. However, it only takes one time to get caught. As mentioned, the fines can be severe, and as mentioned, some Marketers have been known to do some jail time as a result of these practices. You have to ask if that is worth it. In every country, including the US, be sure to review the standards, guidelines, and laws as they relate to sending emails. Understand what the consequences are if you don’t use these guidelines. They may cost you some sales, but staying compliant is worth not getting caught.

8) How Professional-Looking is Your Email Newsletter?

      Do looks matter when it comes to emails? Do you need to go all out and come up with a killer design? The truth is that it can’t hurt to have something aesthetically pleasing to read. It will separate you from your competition as most email lists are plain. It also shows the reader that you took extra time to make a fantastic-looking newsletter. It can’t hurt to include a market-related theme, either. But, not everyone views emails as Hypertext Markup Language (HTML), which is what is usually required if you want your emails to be template-based. This means that you put all your effort into making something look professional, but it is all for nothing when certain readers open and try to read it. If you don’t use a top email service, there’s no telling how those readers will see your newsletter. Perhaps the number of people who aren’t using HTML as part of their settings is small enough for them to not care. But, do you have any way of knowing these statistics? What if the number is significant?

      There is good news if you use a decent email provider or autoresponder service. This service can detect the settings of your readers and make an adjustment based on those settings. So, you can set up the emails to have a great look via a template, and if someone doesn’t have the capability to read HTML, it will switch over to plain text. What if you aren’t a designer? Will you need to hire one each time you create an email? In most cases, this won’t be necessary. This is because the major autoresponder services have designs built into their services. You choose a template and create the layout, and the service takes care of the rest. Most of these services have a drag-and-drop interface for components you'd like to include.

     Many people believe that the content is more important than the look of the emails. There may be some truth to this. But, have you ever had a nice-looking email delivered to your email program? If the sender did a good job, you probably took notice of it, even if it was subtle. On the opposite end of the spectrum, people can add so much to the design that it distracts from the message of the email. This defeats the purpose. Emails are supposed to be insightful. If your people are getting distracted by the design elements, they won't read it. Worse, they may be inclined to unsubscribe from your list.

9) How to Write Engaging Emails?

     How many emails do you delete without reading every day? Most people will answer that they delete hundreds of emails per day. That's enormous! What factors do you consider when deciding which emails to open? You most likely read all of your relative's and friends' emails. On sometimes, friends (and even family members) become overly enthusiastic and advertise things via email. When they recognize that sales aren't going to happen, they often switch to non-promotional communications. Official outsiders are also likely to send you emails. You may set up automatic reminders for when your bills are due. It's possible that your bank or the firm itself will provide this as part of your bill-paying service. You will most likely pay attention to this if you receive an official email from the government. Then there are the emails from people who are attempting to sell you something. Even if it's subconscious, you have a mental method for removing them. Every now and again, one of these emails will arrive.

       What was it about this email that made you want to open it? The headline in the subject is the key to why you opened that email. If you are looking to write engaging emails, you need to take that into account. Learn how to create great headlines, and you will have taken a giant step towards getting your emails opened. The next step is the body itself. You need to keep the reader engaged by offering something of value. One of the best ways to keep readers going is to tell them stories. People love stories and relate well to them. If you tell a compelling story, your chances of keeping them reading increase drastically. One thing you want to try to avoid is a concept known as "clickbait." This is a deceptive headline that entices someone to open an email, but they find that the subject is nothing but a promotion. Sometimes, clickbait can be used in a strategic manner, but it can backfire on you if you are not careful. The best advice is to try to get inside the heads of your readers. What kinds of solutions are they looking for that aren’t available? If you can provide them with the answer, you can easily convert them into buyers. They will be grateful when you do this and will likely continue buying from you well into the future.

How to Write Perfect Emails?

      This is where the power of email marketing comes from and it is the kind of spirit you’re going to tap into in order to get people to sign up and to feel excited as they do. But now you need to start sending messages and of course, it’s rather important that you don’t drop the ball at this point. To start with then, you should always try to maintain that feeling of speaking directly to your audience and of being part of something together. Email marketing is much more personal than advertising or other forms of marketing because it’s right in the inbox. That means that you will need to use much more personal language – make sure that you use the names of your recipients (most autoresponders will allow you to do this) and structure your emails like letters. Ask how your readers are and then invite them to write back.

       These tips also have the big benefit of helping you to get past the spam filters far more effectively. You’ll find that by using names and the right structure, spam doesn’t think you are trying to sell something. At the same time, you’ll also be more likely to end up in the main inbox rather than the ‘promotional’ inbox. And as well as beating the spam filter, this can also help you to beat that ‘human spam filter’. When you send an email that has a subject line like ‘Here are a few interesting updates’, this grabs attention because it feels personal, genuine, and interesting. If, on the other hand, your subject line reads, "The ULTIMATE technique to develop your biceps revealed!" you'll know right away that this is someone who really wants you to open the email and, probably desperate to sell you something as a result.

10) People Love Coupons – Use Them in Your Emails

     If you have ever taken a course on a website like Udemy.com, you will receive coupon offers throughout the year. These coupon codes give you the ability to take $100+ courses for $10–$15. It keeps people interested by getting them to sign up for more courses. The coupons expire, so people need to take advantage before that happens. It is a strategy that seems to be working for them. They constantly send offers for coupons to their email list. Whether or not people wait for the coupons before purchasing courses is anyone’s guess. The point is, it doesn’t matter. The instructors get a cut of the sale, even though it is discounted. It’s hard to say if they would get too many sales at regular prices, especially when those prices exceed $150. Udemy makes a profit on each of those sales, so the discounts make sense for them as well. Customers get decent training for little cost. Everyone is happy.

     This can work for just about any product or service. You will need to have a system in place that manages the coupons. Many shopping cart solutions today have this capability built-in.  Getting back to the Udemy example, when Udemy isn’t offering coupons directly via email, they provide codes to coupon vendors. This is a great way for them to get others (the coupon vendors) to sell for them. People constantly search for coupon codes on these coupon sites. When implementing this strategy for your emails, send exclusive coupons to the coupon websites. You can give them the lowest discount coupons to offer to their lists and customers. Think about it. They may have hundreds of subscribers who will receive your offers. That can mean a serious number of new customers and subscribers. You will have to give up some of the margins so that the coupon vendors can make money. Otherwise, there is no incentive for them to provide your coupons. An offshoot to this method is to give your subscribers exclusive access by using a link that contains a deep discount. It’s not a coupon code. It’s just a link to the product on sale for whatever discount you want to exclusively give your list. You can add some suspense by asking them not to share with others, knowing full well that they will. This is okay because it increases sales and adds customers to your mailing list. This will expand even further the next time you ask the larger list not to share, etc.

11) Scarcity in Your Emails Still Works

    If you get emails from other marketers, most of them will be filled with bogus cutoff dates for when you need to buy. If you buy after the expiration time and/or date, guess what happens? It will be available again on the next release in another week or so. Some of these marketers use emails to direct you to a sales page containing a countdown timer. When those timers are up, they often start over again. If you have seen enough of these, you know they are not real or the deals will be available again soon. But, guess what? People who are not in the marketing field don’t know about this dirty little secret. So, if you sell to the non-marketing types with some scarcity thrown into the mix, it’s going to work on most of them.

       It may seem unethical to use this marketing tool, but it helps your customers. Many customers who need your product sit on the fence. They are terrible decision-makers and need an extra push from you. Adding scarcity helps them get your product, at a discount, today rather than sometime in the future. You will need to construct a compelling story as to why it is available at a discounted price for a limited time. This is the story that you’ll include in your email. If you are not a fan of using timers or you are not proficient at implementing code to use them, you can set up a temporary page and state that it is only going to be available for a few days, or whatever time you want to allow.

     Another technique is to let your list know that the price of your product will increase every day for a number of days. If they buy it on the first day, they can get the lowest price. Let them know that it won’t be available at that price for a very long time. You get to decide what a long time means. If you do this too frequently, customers will pick it up and you will be off your game. In other words, don’t try this tactic with the same product every other day. People will simply wait until the price is lower or they won’t buy from you. If you use scarcity for real and close down the sale price forever, people will take you seriously and the next time you offer scarcity on another product, they will scoop it up quickly so as not to miss out.