Brooklinen

The fake 'whoops' email: leak your own discount code as an accidental forward

Brooklinen's Black Friday tactic: email the whole list what looks like a forwarded internal thread where a marketer accidentally turns on a 25% code early, then a panicked 'oops, but we'll honor it' follow-up. Customers feel they got something they weren't supposed to and rush to buy before it's pulled.

“So it was like, it was a forwarded email from two people inside the company, like the head of marketing to like the junior marketing person. I was like, yeah, "Look, we enabled the code Black Friday 25 for 25% off. Should be ready to go for Black Friday, but it's live now, but we'll announce it on Black Friday," or something like that. And they forward this. So they send an email to the whole user base, and the email is basically these two people replying”

Steal thisSend your list a 'leaked' internal forward exposing a live discount code, then an oops follow-up; scarcity-by-accident spikes sales.