3 Emails Every Sales Campaign Needs (and When to Send Them)

A great sales campaign doesn’t rely on luck—it relies on structure.

Email is still one of the most effective tools for driving sales, especially when it's part of a well-timed campaign. But many businesses either send too much too soon—or forget to follow up at all.

If you want results, there are three key emails every sales campaign should include. In this post, we’ll break down each one, when to send it, and why it works—plus tips on timing, subject lines, and performance benchmarks to help you improve your click-through rates.

Why Email Still Works for Sales Campaigns

With so many platforms competing for attention, it’s easy to overlook email—but that would be a mistake.

Here’s why email marketing remains one of the most powerful tools in your sales strategy:

• It goes straight to your audience – no algorithms limiting reach or visibility

• It gives you space to sell – ideal for explaining offers, deadlines, and product benefits

• It’s easy to personalise – segment your list by behaviour, interest, or purchase history

• It complements other channels – reinforce your campaign across your website and social media

And most importantly—it delivers results. According to the DMA, email marketing returns an average of £36 for every £1 spent.

The 3 Sales Campaign Emails You Should Always Include

Whether you’re running a seasonal promotion, a product launch, or a weekend flash sale, every campaign should follow this proven structure:

1. The Launch Email

When to send it: At the start of your campaign

Purpose: To announce the offer and build early momentum

This is your first impression—make it count.

Use this email to clearly explain:

• What the offer is

• Who it’s for

• How long it lasts

• A clear call-to-action

Include strong visuals and keep your layout clean. People should know exactly what you’re offering within the first few seconds.

2. The Reminder Email

When to send it: Mid-way through the campaign

Purpose: To nudge those who haven’t acted yet

Many people open the launch email, think “I’ll come back to this later,” and then forget. The reminder email brings them back.

What to include:

• A friendly nudge that the offer is still live

• A benefit-focused message (what they’ll miss out on if they wait)

• Social proof or product highlights, if relevant

This email helps you stay top of mind without being pushy.

3. The Last-Chance Email

When to send it: 12–24 hours before the campaign ends

Purpose: To create urgency and drive final conversions

This one’s all about urgency. Keep the copy short and sharp—let the deadline do the work.

Include:

• A clear “ends tonight” or “final hours” headline

• A visible countdown or reminder of the end date

• One strong call-to-action

Campaigns often see their highest click-through rates on the final day—don’t skip this step.

How Timing Changes for Seasonal vs. Flash Sales

The email schedule will vary depending on your campaign type:

Seasonal Campaign (e.g. Christmas, Summer Sale):

• Launch: 2–3 weeks before

• Reminder: 1 week before

• Last Chance: 1–2 days before

Flash Sale (e.g. 48-hour promo):

• Launch: Morning of Day 1

• Reminder: Morning of Day 2

• Last Chance: Final 6 hours

Use your own data to test and refine over time—but this is a strong starting point.

Tips for Writing Subject Lines That Get Clicked

Subject lines make or break your open rates. Here are some quick wins:

• Keep it under 50 characters

• Use action words like “Grab”, “Save”, “Don’t Miss”

• Add urgency: “Last chance”, “Ends at midnight”

• Be clear, not clever—confusing subject lines lower opens

• A/B test different styles (question vs. statement, emoji vs. none)

Example subject lines:

• “Save 20% this weekend only”

• “You’ve still got time…”

• “Final hours to shop our Summer Sale”

What CTR Should You Expect from Sales Emails?

Average click-through rates (CTR) can vary, but here are typical benchmarks:

If you're consistently below these, it could be a sign to revisit your:

• Audience segmentation

• Subject lines

• Calls-to-action

• Campaign timing

Want to Make Every Email Count?

At Concept Fusion, we help businesses build complete campaign kits—so you're never guessing what to send or when.

• Email templates for launch, reminder, and last chance

• Suggested subject lines and timing

• Visual guidelines to keep your brand consistent

Get in touch to build your full campaign kit and make every email work harder.

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