Tip: Offer discounts on unusual holidays to boost conversions

Don't fight for attention over the more popular holidays — make your promotions stand out. Increase conversions by offering discounts on unusual (or made up) holidays.

A recent study found that people were 2x more likely to click promotions in an email if they were centered around a special day — and they were 25% more likely to buy. For the effect to work, the day needs to be original, unused by your competition, and on-brand. This is a great way to take advantage of "holiday" promotions without getting lost in the noise of every other brand promoting over the more well-known holidays. And it gets around the negative impact that discounting products often has on a brand. So choose an existing niche holiday, make your company's own day (e.g. a launch anniversary), or make personalized days for customers (e.g. the anniversary of their first purchase). Then build a story around it. Get creative and make it fun. Offer a discount and promote it. And don't overdo it - one or two days a year is plenty.