Business Need For A Promotion – When it comes to technology, email marketing is still the most effective way to stay in touch with your target consumers. It allows you to be at the forefront of their minds so they can take action on whatever you’re offering when the time is right. Just as a successful email marketing strategy has many different components, writing a strong promotional email has many moving parts. In this guide, we’ll cover everything you need to know to craft promotional emails that get results. We will review:
PS If you are also looking for tips and email templates for networks, we have a post for that. And if you’re looking for follow-up email templates, we’ve got a post for that, too.
Business Need For A Promotion
Promotional emails are exactly what they sound like: a marketing email written to your audience, whether they’re customers, leads, or subscribers, with information about a promotion you’re running. You can create promotional emails for just about any offer you’re running:
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I’ll provide examples of the many types of promotional emails throughout this guide and at the end.
Second, everyone loves a promotion. So when you put the two together, you see that promotional emails are a successful marketing strategy:
As effective as email promotions are, you can’t just launch one and expect to get results. There are general email marketing best practices that you’ll want to follow, as well as some specific guidelines for promotional emails that are important to keep in mind. Let’s start with some basic initial steps you need to take before you start writing your email.
Before you even begin your email outline (which you should always do), you need to decide what the subject is. What are you offering the reader? Whether it’s a limited-time discount, a webinar, a free eBook, or a rewards program, whatever you’re promoting will determine how you craft the entire email.
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Now that you know what you’re promoting, it’s time to ask yourself why. For example, you might be offering some free content to move leads further down your sales/marketing funnel, or you might be hosting a webinar to launch your new product and generate some sales. Identifying your objective will help determine your email wording, position, and audience.
Once you figure out what you’re promoting and why, it’s time to determine your audience. It is not recommended to send the same promotional email to your entire audience, because your message will be diluted as you try to attract all readers.
Instead, send it to a select few or segment your list so you can send targeted messages to each segment. The way you describe the offer to the new customers you’re trying to move through your sales funnel will be different than the way you describe it to the existing customers you’re trying to get repeat business from. Knowing your audience beforehand will allow you to write a more effective email.
Once you’ve set up the framework for your promotional email, you can start creating your copy and setting up your sending. The following tips will help you maximize your open rate and engagement rate.
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Be careful not to focus too much on the promotion and its features at the expense of its benefits. Ideally, your offer link will take readers to a landing page that describes the features and terms of the promotion in more detail. The body of the promotional email should clearly identify why this promotion is valuable to the reader and make the ultimate benefits clear.
In addition to the subject line, the “From” field can have a significant impact on whether your promotional emails are opened, ignored, or trashed. Instead of using your company name, use your name (or a teammate’s) to add a more personal touch. People like to read other people’s emails, but be sure to give it a try as preferences vary from audience to audience.
If you’re sending someone’s promotional email, be sure to include an attractive and professional email signature. This should include company name and role and, if applicable, company contact information, social media handles, and a photo. This adds a nice personal touch to your promotional emails and helps your readers feel more connected to your brand.
Did you know that 47% of emails are opened solely because of the subject line? That being said, when you include your promotion in the subject line, strive to be engaging, conversational, and compelling. Just keep in mind that some words and phrases can trigger spam detectors and send your email to your readers’ spam folder (for example, using “free,” “FREE,” or “100% free”). Here Here’s an example of a compelling promotional email subject line from Shutterfly:
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Email users see three layers of information before opening an email: sender’s name, subject line, and preheader text. Although only a few words (between 40 and 130 characters), the preheader text can be the ultimate influence on whether a reader opens your email. Use this limited space to provide essential details about the promotion that clarify the purpose of the email and engage readers. The preheader text appears in different forms depending on the email client and device you are using. Sometimes it appears below the subject line and sometimes right after it, like in the Shutterfly example we just used:
In some cases, the preheader text may also appear in the promotional email, as in the example below, but not always.
If you can’t fill in the preheader text field, your email client will usually extract the first 40-50 characters of the email, so make sure the first few characters of your email are engaging and give the reader a reason. to continue investing your time.
The header is the first thing a consumer sees when opening your promotional email, so make sure it’s clean, professional, and attractive. You can use a standard simple header with your logo, company name, and brand colors; or leave room for text so you can include the name of the promotion.
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You may even want to include the CTA directly in the email header, as we sometimes do:
Depending on your promotional email offer, the body will vary in length. Still, a wall of text is a surefire way to get your reader to click the “X” and scrap the email. Keep the body of your promotional email concise, and break up longer blocks of text with images, links, or bullet points to make it easier for your readers to digest.
Above all, you need to include a strong (but not obnoxious) and clear call to action in your promotional email. The most effective promotional emails have a good flow that leads your readers to the desired action.
It is not necessary to have the CTA at the end of your promotional email, as long as it is clear and easy to spot:
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You may also want to include the CTA twice if the email is long enough. That way, the option is always in view, even if the reader has scrolled.
No email is complete without captivating and engaging images. Instead of using the same stock photos that every company in your industry uses, try using your own photos. Or create graphics with free and easy-to-use platforms like Canva. It doesn’t take much time, it’s an easy way to authenticate your brand, and it also helps break up the text.
Just don’t overdo it with them. Your promotional email should be exciting but not overwhelming, and the images should complement rather than distract from the call to action.
We’ve included plenty of promotional email examples above with our tips and best practices, but it never hurts to see more examples. Here are a few more that you can use for inspiration or adapt for your own business promotions.
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This great promotional email example from BookBub has a branded header with compelling images, and the value of the promotion (rather than the promotion itself) is prioritized, which means they provide the name of the platform they’re promoting ( “chirp”) but not before first highlighting the ultimate benefit (“audiobook deals”).
The copy is also clear and concise. In less than 50 words, the email answers all of its readers’ questions:
In fact, I’m going to start with an example of a promotional email that doesn’t follow the best practices covered in this post. First of all, there are no attractive images. Even the logo in the brand header is small. Second, features are highlighted, rather than benefits. Third, while the promotion is clear (20% off all plans), the call to action is not. Yes, you are clearly being asked to claim your discount, but for what? Only with one seller does he find out that it is to “update today”.
On the other hand, WordPress could be targeting this email at WordPress power users or engineers who already know the benefits of the platform and are more inclined to look for specific features. In this case, it makes sense to provide feature details without distractions or unnecessary elements, which brings us back to the third tip in this post: target your audience. In addition, two best practices are followed: Bold blue text makes the
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