Email Marketing · · 2 min read
Your 11.11 Sale Email Plan: Flows and Campaigns to Set Up Now
11.11 is one of the biggest online sale days in Pakistan. Here's a simple email plan for the three weeks before, during and after the sale, plus the flows that should already be running.
In short:
- Start building anticipation 2–3 weeks before 11.11, with early access for subscribers.
- Send 3–4 emails around the sale itself, segmented by how engaged people are.
- Make sure abandoned cart and post-purchase flows are on before the traffic arrives.
11.11 has become one of the biggest online shopping days in Pakistan, pushed by marketplaces and followed by most local brands. In one skincare account we manage, a 2023 11.11 campaign on Meta returned about 12x its ad spend. Much of that success came from customers who already knew the brand, and email is the cheapest way to reach them.
Before the sale: three weeks out
- Grow the list. Run a “get early access to our 11.11 deals” sign-up on your site and social profiles. People who sign up for a sale are your most likely buyers.
- Clean the list. Suppress contacts who haven’t engaged in 6–12 months. Sending a big sale email to a dead list can damage deliverability exactly when you need it.
- Warm up sending. If you normally send once a month, start sending weekly now so inbox providers are used to your volume.
Flows that must be running
- Abandoned cart: 2–3 emails over 24–48 hours. On sale days, carts get abandoned constantly.
- Browse abandonment: for people who viewed products but didn’t add to cart.
- Welcome series: for everyone who signs up during the build-up.
- Post-purchase: order thank-you, delivery expectations (especially for COD), and a review request after delivery.
The sale itself: a simple schedule
| When | Who | |
|---|---|---|
| 8 or 9 Nov | Sneak peek of deals | All engaged subscribers |
| 10 Nov | Early access opens | VIPs and early-access sign-ups |
| 11 Nov, morning | Sale is live | All engaged subscribers |
| 11 Nov, evening | Last hours / best sellers | Openers and clickers who didn’t buy |
| 12 Nov | Extended for 24 hours (only if true) | Clickers who didn’t buy |
Tips for Pakistani stores
- State delivery times clearly. Sale periods bring courier delays, and customers who know what to expect cancel less.
- Show the real discount, not “up to 70%” when only one product is 70% off.
- Use short subject lines that work on mobile. Most of your list reads email on a phone.
- Pair email with WhatsApp broadcasts for opted-in customers, but don’t send the same message on both at the same minute.
Sources
- PeachTag client data: skincare eCommerce account, Meta campaign report for “11-11 Sale 2023” (client name withheld).
- Google: Email sender guidelines
PeachTag Team
Led by Zain Ismail, 11+ years in performance marketing. Need help with this? Talk to us.
