Do you want to learn how to write promotional emails?
Promotional emails have become a powerful tool for eCommerce businesses to communicate their offerings, drive sales, and build customer relationships.
In this blog, we will explore the world of promotional emails, understand their significance, and delve into best practices that can help you create impactful campaigns.
Furthermore, we’ll provide real-life examples of successful promotional email campaigns to inspire your own marketing efforts.
Since this is such an in-depth post, feel free to use this table of contents to navigate to the section that interests you most:
What Are Promotional Emails?
Promotional emails are a form of targeted marketing communication delivered to a company’s subscribers or customers via email. These emails aim to promote products, services, events, or special offers to encourage recipients to take a desired action.
Through persuasive content, visually appealing designs, and strategic calls to action, promotional emails are a direct channel for businesses to engage their audience, boost brand awareness, and drive conversions.
Why Are Promotional Emails Important?
There are several reasons why you should consider using promotional emails. Here are the top 3:
1. Build Trust & Get Customers Engaged
Promo emails build trust with your customers by providing them with real value, whether that be a discount, free information, or otherwise. This makes promotional emails a great tool for converting browsers into customers who will trust you and purchase your product or service.
Promotional emails also build engagement by giving people an incentive to engage with your content.
In fact, promotional emails that contain both content and incentives (like lead magnets) see the highest click-through rates (CTR), conversions, and customer loyalty.
2. Save Money
Promo emails are cost-effective promotional tools because they target audiences that have already shown interest in your products or services through their browsing behaviors.
Plus, most email service providers have reasonable fees that are more affordable than other marketing strategies, such as pay-per-click advertising.
3. Boost Your ROI
Since promotional emails are targeted toward audiences that have already shown interest in your business or products, promotional emails have the highest return on investment (ROI) of all promotional tools.
This is because promotional emails provide real value to the recipient, giving them a greater sense of trust and appreciation for your business.
Common Qualities of Promotional Emails
This post covers five main qualities of successful promotional emails. These are emails that:
Establish positive relationships
Offer something of value
Capture the audience’s attention
Know its audience
Are easy to read
Let’s take a look at the first objective of a good promotional email.
Congratulations! You just got a new email subscriber. Now it’s time to establish a relationship with them.
And what is every great relationship built on? Trust. This should be one of your main goals when crafting your promotional emails.
Here at OptinMonster, we work hard to establish positive relationships with subscribers right from the very beginning:
When you first sign up for OptinMonster’s newsletter, you receive a welcome email from “Syed from OptinMonster,” our co-founder.
The tone of the email further supports a personal feeling by being cordial yet professional, as if it’s coming from a knowledgeable friend who is interested in helping you.
And later in the email, Syed offers to send several resources to help users reach their goals. This is a great way of adding unexpected value to the customer journey and increasing engagement with the promotional email.
This welcome email example does a great job of introducing Syed’s brand and laying down the strong groundwork for a relationship with the reader.
Key Takeaways
Here are a few ways you can write a stellar email similar to OptinMonster’s:
Using your personal name, if it’s appropriate for your particular company, can add a personal touch to your emails
Thank your reader for their time
Set expectations and stick to them
Make promises and follow up
Offer value to your new customer early and often, showing the benefit they can expect to receive from this new relationship
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Speaking of which, let’s look at the second common quality of promotional emails.
2. Promotional Emails Offer Something of Value
Offering your audience something that will be valuable to them does a few things:
Catches and holds their attention
Endears them to your brand
Encourages them to purchase/interact with your products, services, or website
Since you have a product, service, or content, you’ve painstakingly created for them, offering your readers something of value should be easy to achieve. Simply offer discounts on your merchandise or services, or promote some of your great content.
Here’s a promotional email example by Walgreens that does this really well:
