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Guides/Playbooks/10-day spin sale
PlaybookRetail · D2C · Seasonal~14 min read

The 10-day spin sale, end to end

A working campaign you can lift, brief and all. Spin wheel, one prize per shopper per day, email captured to claim, daily fairness limits, total spend ceiling. Brief on the desk Monday, live on the next. No code, drag-and-drop in the builder.

Built for: CRM, lifecycle, e-commerce leadsSkill needed: campaign manager, no engineers
10
days · 1 spin per email per day · 1-in-50 jackpot
Start with the brief Plan with Bricqs
B
BLOOM
Day 4 of 10
Spring sale · Daily spin
Spin to win
today's drop
10%20%5%Free shipBonusJackpotSPIN
Enter to play
you@brand.com
Spin
7 friends spinning now+1 entry

The brief at a glance

Six lines on the desk before creative

If your team can't answer these six in one sitting, you're not ready to ship the creative yet. Lock the brief, then everything below runs on rails.

Goal
Lift basket and capture emails during a 10-day sale
Activation overlay on top of an existing promotional window.
Audience
Anonymous shoppers + lapsed customers
First-party traffic; cold paid; existing CRM list.
Window
10 days · daily spin reset
Each user gets one spin per day, every day, for ten days.
Primary mechanic
Spin wheel with email gate
Wheel reveals first; email is requested to claim the prize.
Reward shape
Guaranteed win every spin · 1-in-50 jackpot
4 of 6 slices small wins; 1 mid; 1 jackpot tier.
Primary KPI
New emails × subsequent purchase rate
Capture rate alone is a vanity metric. Tie it to downstream conversion.

What real shoppers experience

The view a shopper has on day 4 of the sale

Picture the woman who clicks your story ad on a Tuesday morning. She lands here. The wheel is the headline; the email is the price of playing. Three taps, no friction, and your CRM has a verified contact who already self-identified as in-market.

Storefront · Live

Spring sale spin, embedded right in the storefront.

The campaign isn't a separate microsite. It sits inside the existing brand experience: same nav, same footer, same product grid. The wheel is the hero, and the rest of the site is the proof that the brand is real.

Wheel reveals first; email is the price of the prize.
The shopper sees what they won before they're asked to claim. That sequence roughly doubles capture compared to email-first gates — the wheel is the value, the email is what they pay for it.
Live social-proof counter, not just a banner.
“847 spinning now” runs on a real activity feed. Shoppers know they're on a live moment, not stumbling onto a stale promotion. This is what makes the FOMO real, not synthetic.
Day-of-10 counter does the urgency work.
No countdown timers, no faux scarcity. The honest framing — “Day 4 of 10” — matches what they'll see if they come back tomorrow. Trust pays back across the next campaign cycle.
bloom.com/spring-sale
B
BLOOM
ShopNewSaleAccount
Spring sale · Daily spin · Day 4 of 10
Today's drop
Spin to win
today's drop
847 spinning now
Try the wheel
SPIN

Run of show

D-30 to D+30, with owners

Every stage names the team that owns the work, the tasks that have to land, and the one thing to watch out for. No mystery dates; no “we'll figure that part out.”

D-30

Brief sign-off

Marketing lead
  • Write the campaign brief on one page: goal, audience, window, KPI.
  • Agree the spend ceiling with finance — a total cap for the whole campaign, not just per spin.
  • Get legal sign-off on terms, exclusions, and prize disclosures.
Watch: If finance can't name the spend ceiling, you don't have a brief yet.
D-21

Reward design and inventory

CRM + Inventory
  • Design the wheel: 6 slices — 4 small wins, 1 mid, 1 jackpot.
  • Decide the average prize value per spin. Hold it under 5% of your typical order value.
  • Reserve inventory for the jackpot. No overselling, no last-minute swaps.
  • Pick the post-spin upsell: the product that pairs best with each prize tier.
D-14

Build and creative

Marketing ops + Brand
  • Drag-and-drop the wheel and email step in the campaign builder. No code.
  • Set the daily limit so each shopper only gets one spin a day — across every device they use.
  • Draft hero creative for the landing page; three email and push variants for testing.
  • Build the post-spin reward email. The button sends them to the product that pairs with their prize.
Watch: Make sure the daily limit is enforced by the platform, not the browser. Browser-only limits can be bypassed by clearing cookies.
D-7

QA and soft launch

Marketing ops + Eng
  • Internal team plays every prize state end-to-end. Confirm the reward email arrives.
  • Set fraud limits — by email, by device, by network — so one person can't game it.
  • Ask the tech team or platform partner to load-test the landing page for your busiest expected hour.
  • Soft launch to 5% of the audience for 24 hours; review the error log with the tech team.
D-3

Teaser

CRM
  • Send teaser email to the existing list. No prize details — just the date.
  • Warm the landing page in paid social (cheap CPMs, lapsed retargeting).
  • Seed organic content from team accounts; stage the announcement post.
D 0–9

Live

Marketing ops
  • Check the spend ceiling every morning. Hard stop the campaign if it's getting close.
  • Watch for fraud signals: spikes from the same network, throwaway email addresses, bot-like patterns.
  • Refresh hero creative on day 5 with the most-claimed prize as the headline.
  • A/B push subject lines on the second wave; keep the winner as default.
Watch: The daily spend check is non-negotiable. One bug, no ceiling, and rewards can drain in a morning.
D+10

Wrap and fulfilment

CRM + Ops
  • Fulfil any non-instant rewards within the SLA you published.
  • Send winner-confirmation emails for jackpot tier within 24 hours.
  • Close the wheel with a thank-you state and a soft CTA to the loyalty program.
D+30

Retro and cohort check

Marketing lead
  • Pull cohort retention: did spin-acquired emails buy in the next 30 days?
  • Compare to the matched non-spin cohort from the same period.
  • Document the variant winners — wheel mix, push timing, creative — for the next run.

The build

Mechanics, rules, and surfaces

What you actually set up in the builder. Each line is a setting in the platform — the underlined ones open the deeper guide for that piece.

Mechanics
Rules
  • Average prize valueThe average prize across all spins stays under 5% of your typical order value.
  • Jackpot pacing1-in-50 odds with even pacing — no early clusters of jackpots, no late drought.
  • Daily limit per emailOne spin per email per 24 hours, plus a network-level limit so a single household can't farm it.
  • Who claims whatAnonymous shoppers can claim small wins. Mid and jackpot tiers require email verification.
Surfaces
  • Landing page heroThe spin sits above the fold. Headline copy comes from the teaser email.
  • Exit-intent on product pagesShow the wheel when a shopper is about to leave a product or category page.
  • Post-purchase modalA free spin offered right after checkout. Lifts second-order rate noticeably.
  • Share card after a winAfter winning, give them a shareable link. Friends who use it also get a spin.

What it looks like to run

The dashboard the marketing operator opens every morning

The single view that tells you whether yesterday earned its keep and what to change today. You're checking three numbers and an activity feed — not running queries, not chasing the engineering team, not waiting for a report.

Live · Day 4

Three numbers and a feed. That's the whole job.

A campaign that needs more than this is a campaign that's about to drift. The dashboard surfaces the spend ceiling first — every other metric has to fit underneath it. Email capture and jackpots-left tell you whether the wheel is priced right.

Spend ceiling sits on top because it's the only one that can sink the campaign.
If this number is on track, no other dashboard reading can hurt you. Most campaign post-mortems trace back to a missed alert on this single bar.
Email capture in the target band means the wheel is priced right.
Below 25% says the wheel doesn't feel valuable enough; above 50% says you're giving away too much. The operator nudges slice mix or jackpot rarity to bring it back.
Activity feed is where fraud signals surface in real time.
Throwaway-email domains, same-network spikes, automated patterns — the feed names them as they happen. Every flag is a 30-second decision: ignore, throttle, or block.
Campaign
Spring sale · Day 4 of 10
Live
Spend ceiling$8,420 / $20,000
42% used · pacing on track for the full window
2,840
Spins today
+12% vs yesterday
38%
Email capture
in target band
17
Jackpots left
of 200 reserved
Recent activity
2mJackpot claimed · maya@…
4m+42 spins in last 5 minutes
8mFraud flag · throwaway-email domain blocked
14mHero creative refreshed (variant B)

What to expect

Three levers, one rule for each

We don't publish industry benchmarks. The numbers below are the operating ranges campaigns run inside; below the floor, the campaign breaks even at best.

What to expect

Spin sale economics live and die on three numbers. Pricing the wheel right matters more than every creative decision combined; the wheel is what every other downstream metric multiplies through.

Lever 1
Average prize cost per spin
(prize value × odds), added up across every slice
Good: Average prize value sits under 5% of your typical order value.
Kills it: Above 10% the campaign loses money even at strong email capture.
Lever 2
Email capture rate
verified emails ÷ total spins
Good: Showing the prize first turns 25–50% of spinners into verified emails.
Kills it: Below 10% means asking for email first, or the page doesn't look trustworthy.
Lever 3
Email to purchase, 30 days
purchases in next 30 days ÷ emails captured
Good: Spin-acquired emails buy at 60–80% of the rate of normal site traffic.
Kills it: Below 30% means the prizes attracted bargain hunters from outside your category.
When this earns its keep
Spin emails should perform within 30% of the conversion rate of organic traffic. If they do, you've effectively bought net-new emails at the cost of your guaranteed-win inventory — frequently a fraction of paid CAC. If they don't, the reward shape attracted shoppers outside your category and the campaign won't pay back even at strong capture rates.

Variations

Three shapes of the same playbook

The pattern moves cleanly across categories with one or two adjustments. Pick the shape that matches the catalogue, not the one the team likes the look of.

Beauty + wellness
Step 2 of 3
What's your skin type?
Dry✓
Oily
Combination

Find your routine, then spin

Run a short skin- or hair-type quiz before the wheel. The post-spin email recommends three products that match the answer plus the prize, so the discount lands on items the shopper already self-identified as relevant.

What changes on the page: Quiz inserts before the wheel. Reward email becomes a 3-product matched recommendation card, not a generic discount banner.

Use when: matched products materially lift relevance and conversion.
Quiz marketing guide
Fashion
Pick your style
Streetwear
Minimalist
Formal
Streetwear wheel
drop · sneakers · graphic

Style quiz spin

Two-question style quiz feeds into a wheel themed by category — streetwear, minimalist, formal. Each style has its own slice mix and reward set, so the prize feels picked for the shopper, not handed out.

What changes on the page: Style chips replace the generic landing copy. Wheel re-skins per style. Reward email pulls from the matching catalogue.

Use when: the catalogue splits cleanly into 3–5 distinct style buckets.
Quiz marketing guide
General retail
Just spin · just claim
Email to claim

Daily spin, no quiz

Straight wheel and email step. The cleanest version. Use when the catalogue is broad enough that any prize is welcome to most visitors and adding a quiz would just add friction.

What changes on the page: No upstream step. Hero is the wheel. Email is the only field. Whole flow is two taps.

Use when: the catalogue is broad and the audience is mixed.
Spin wheel guide

Outcomes you should expect

Three signals to read after the window closes

We don't publish industry benchmarks — every brand's baseline is different. These are operating ranges that working campaigns hit. If your post-mortem doesn't mention all three, the next version of the playbook needs adjustment.

60–80%
before
after
Spin emails buy at near-organic rates
When spin-acquired emails purchase within 30 days at 60–80% of the rate of normal site traffic, the campaign has effectively bought emails for the cost of guaranteed-win inventory. That is usually a fraction of paid CAC.
3+
Multi-spinners drive return visit
Roughly a third of spinners come back more than three times across a 10-day window. That cohort indexes much higher on lifetime value than single-session shoppers. The daily reset is what makes that cohort exist at all.
5–15%
Jackpot wins lift the next campaign
Jackpot winners share the link at noticeably higher rates than small-prize winners. The organic landing-page traffic in the week after a campaign typically lifts 5–15% — that is where social proof compounds into your next launch.
?
How do these signals connect to revenue?
The three signals stack. Spinners who buy at near-organic rates make the email acquisition cheap. Multi-spinners are the cohort that compounds those emails into habit. Jackpot shares are how the next campaign window starts above the baseline. A campaign that hits one signal pays for itself; a campaign that hits all three is what becomes the seasonal anchor for the year ahead.

Ops watch-outs

Five things to not skip

Every spin campaign that misses by a wide margin loses on one of these five lines. None of them are clever; all of them are missed under deadline.

Don't skip
  • Don't go live without a total spend ceiling.
    Picture Friday morning, day 3 of the sale: finance pings at 9am asking why payouts are 4× projected. A per-spin cap won't help. A campaign-level ceiling that hard-stops the wheel is the only thing that turns a bad bug into a contained mistake.
  • Don't make the jackpot rarer than 1 in 200.
    Imagine a 10-day sale where no one wins a jackpot until day 8. Shoppers stop sharing, the wheel feels rigged, capture rate tanks, and the team is debugging email creative when the actual problem is the prize math. 1-in-50 to 1-in-100 is the live range that makes the campaign feel honest.
  • Don't ask for the email before the wheel result.
    An email-first gate looks innocent in the wireframe and quietly kills half your conversion in production. Roughly twice as many shoppers complete the flow when the wheel reveals the prize first and the email is the price of claiming it.
  • Don't trust the browser to count daily spins.
    Imagine a single Reddit thread on day 5: “clear cookies for unlimited spins.” If the daily limit lives in the browser, you've just paid out a week of inventory in an afternoon. Insist your platform enforces the daily limit on its own servers, by email.
  • Don't fulfil mid and jackpot prizes the same day.
    Picture a refund team on Monday opening 200 chargebacks from disposable email addresses that all claimed jackpots over the weekend. Hold the high-value tiers for 24 hours of fraud review. Instant fulfilment of the highest-value prizes is what attracts the worst inputs.

Pair with

What to read next

The mechanic guides under the hood, plus the long-running programs the spin campaign feeds into.

Mechanic
Spin wheel

The mechanic guide. Probability, pacing, mobile UX, abuse.

OpenMechanic
Scratch card

When the brand wants reveal mechanics without the wheel rotation.

OpenProgram
Reward systems

Liability shape, redemption rules, inventory pacing.

OpenProgram
Loyalty programs

What to convert spin-acquired emails into, post-campaign.

Open

Ready to ship the next spin sale?

Set up the wheel, the rules, the rewards, and the analytics in one place. Drag-and-drop in the builder. Live the same week.

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