Business Need For Promotion – As far as technology goes, email marketing is still the most effective way to stay in touch with your target consumers. It allows you to stay at the forefront of their minds so they can act on whatever you have to offer when the time is right. Just as a successful email marketing strategy has many different components, writing a good promotional email has many moving parts. In this guide, we’ll cover everything you need to know to create promotional emails that get results. We will review:
P.S. If you’re also looking for email tips and networking suggestions, we’ve got the post for you. And if you’re looking for follow-up email suggestions, we’ve got a post for that too.
Business Need For Promotion
Promotional emails are exactly what they sound like: a marketing email written to your audience—whether they’re customers, prospects, or subscribers—with information about a promotion you’re running. You can create promotional emails for almost any offer you run:
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Throughout this guide and at the end, I will provide examples of many types of promotional emails.
Second, everyone likes a promotion. When you combine these two, you see that promotional emails are a successful marketing strategy:
No matter how effective email promotions are, you can’t just put them together and expect results. There are general email marketing best practices you’ll want to follow, as well as some guidelines specific to promotional emails that are important to keep in mind. Let’s start with some basic initial steps you should take before you start writing your email.
Before you even start outlining your email (which you should do every time), you need to decide what your subject line is. What do you offer the reader? Whether it’s a limited-time discount, a webinar, a free e-book, or a rewards program, whatever you’re promoting will depend on how you design your entire email.
Book Promotion Email Newsletter On Behance
Now that you know what you’re promoting, it’s time to ask yourself why. For example, maybe you’re offering some free content to move your prospects further down the sales/marketing funnel, or you’re hosting a webinar to introduce your new product and generate some sales. Identifying your target will help you determine your email’s wording, positioning, and audience.
Once you’ve figured out what you’re promoting and why, it’s time to define your audience. Sending the same promotional email to your entire audience is not recommended because it will dilute your message as you try to appeal to all readers.
Instead, send it to a select few or segment your list so you can deliver targeted messages to each segment. The way you describe your offer to new customers you’re trying to move through your sales funnel will be different than the way you describe it to existing customers you’re trying to get repeat business from. Knowing your audience in advance will help you write a more effective email.
Once you have your promotional email framework set up, you can start crafting your copy and setting up your send. The tips below will help you increase 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 direct readers to a landing page that details the features and terms of the promotion. The promotional email itself should clearly define why this promotion is important to the reader and explain the end benefits.
In addition to the subject line, the “from” field can have a significant impact on whether your promotional emails are opened, ignored, or sent to the trash. Use your name (or a teammate’s name) instead of your company name to add a more personal touch. People love to read other people’s emails, but definitely test it out, as preferences vary from audience to audience.
If you are sending a promotional email from a person, include an attractive and professional email signature. This should include the company name and role and, if applicable, company contact information, social media addresses 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 based solely on the subject line? However, when you include your promotion in the subject line, aim to be engaging, conversational and persuasive. Be aware that certain words and phrases can trigger spam detectors and send your email to your readers’ spam folders (for example, using “free ,” “FREE” or “100% free”). Here’s an example of a catchy subject line for a promotional email from Shutterfly:
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Email users see three layers of information before they open an email: the sender’s name, the subject line, and the header text. Even though it only contains a few words (40 to 130 characters), the text in your preheader can ultimately make a difference in whether a reader opens your email. Use this limited space to provide essential details about the promotion that will clarify the purpose of the email and engage readers. The text in the preheader appears in different formats depending on which 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 itself, as in the example below, but not always.
If you can’t fill in the pre-header text field, your email client will usually type the first 40-50 characters of your email, so make sure the first few characters of your email are engaging and give the reader a reason to keep investing their time .
The header is the first thing a consumer sees when they open 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 a text space to 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 the offer of your promotional email, the body will vary in length. Regardless, a wall of text is a surefire way to get your reader to click “X” and trash 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 loud (but not obscene) and clear call to action in your promotional email. The most effective promotional emails have a nice flow that leads your readers to the desired action.
A CTA at the end of your promotional email is not necessary as long as it is clear and easy to see:
Pdf] Entrepreneurship In Health Education And Health Promotion: Five Cardinal Rules
You may also want to include the CTA twice if the email is long enough. This way, the option is always visible, even if the reader has scrolled.
No email is complete without charming and attractive 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 helps break up the text.
Just don’t overdo them. Your promotional email should be exciting but not overwhelming, and images should complement the CTA, not detract from it.
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 as inspiration or adapt for your own business promotions.
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This great example of a promotional email from BookBuba has a branded header with eye-catching images and the value of the promotion (rather than the promotion itself) is prioritized – meaning they mention the name of the platform they’re promoting (“chirp”), but not before highlighting first ultimate benefits (“Audiobook Offers”).
The copy is also clear and concise. In less than 50 words, the email answers all of the readers’ questions:
In fact, I’ll start with an example of a promotional email that doesn’t follow the best practices covered in this post. First, there are no attractive images. Even the logo in the brand title is small. Second, the emphasis is on features rather than benefits. Third, while the promotion is clear (20% off all plans), the call to action is not. Yes, it is clear that you are claiming your discount, but for what? It’s only when you zoom in that you realize it’s a “need to upgrade today.”
On the other hand, WordPress could target this email to power users or WordPress 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. Two best practices are also considered: the bold blue text does
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