A promotional email is sent by email marketers to their customers. In these emails, the marketers inform them about new products, limited editions, or some new arrivals. 

Such emails should be written in a clear and concise manner. All the information that you provide in these emails should be true. This means that there shouldn’t be any type of false premises in promotional emails. 

One of the main goals of promotional emails is to drive more sales and to bring in more customers. Many times these campaigns focus on turning new leads into their customers. 

Marketers understand the needs of their customers to make these campaigns. They’re always looking for ways to improve their relationship with the customers. Any brand would want to provide its customers with the best services and products. So, they aim to achieve that with promotional emails. 

We have mentioned some best practices you may use to write your promotional emails. You can also find some examples here to understand how to write effective emails. 

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Using promotional emails, a business organization informs their customers regarding new offers, seasonal discounts, product launches, and so on. It’s not only the existing customers though who are the target audience for the email campaigns. 

Many times, brands send these emails to leads and potential customers too. The main motive here is to attract them and make them regular customers. Other than that, brands also aim to spread awareness about their products and services. 

Before you write a promotional email, you have to decide what you’ll be promoting. Know whether you’ll be promoting a new product to the customers or giving a Black Friday discount. Then the next step would be to know why you’re doing that promotion.

Think about your objectives here. Do you want to solve a problem for the customers? Do you want more traffic to your website? Are you looking for better audience engagement? 

Once you’re clear on the objectives, you may go to the next step in the procedure. Here you’d have to select your target audience. Sometimes you write promotional emails for all your customers. Other times you may want to write them for selected VIP customers.

 There are some reasons why companies write promotional emails. Here’s a list of those reasons. 

• To save money: Promotional emails help in saving money because they’re cheaper than other marketing strategies. 

• To increase ROI: Promotional emails increase ROI because they’re targeted towards people who’ve shown interest in the brand’s products. 

• Helps build trust: Promo emails are helpful in building trust with your consumers. These emails inform them about various new offers and discounts. If written in a strategic manner, such emails would improve the relationship between the brand and the customers. 

How to Write Promotional Email 

Creating campaigns for promotional emails is a little different from other campaigns. It’s because there are many types of these emails. For every type, there’s a slightly different strategy that you’ve to use. 

Following are some general guidelines you should use to write your promotional emails. 

• Focus on target audience: When writing a promotional email, know who you’re writing it for. Focus on what they need from you. They may be looking for more discounts for a few specific products. You should also understand the needs of different people. Be it children, males, or females, everyone has different needs.

• Use creativity: All good emails need creativity. You should use your imagination to come up with good subject lines. There are always GIFs/images that you can include in your promotional emails. Pay attention to the colours you’ll use in these images. All these elements would help you in adding more variety to your emails. 

• Good subject lines: When writing the subject lines, avoid using spammy language. Also, avoid writing any kind of abusive or slur words. You may be using them as a joke, but they won’t appear like that. Rather, you can use puns in your email. Puns are creative and they do make people laugh. 

• Focus on introduction: It’s extremely important that you write your introduction and headline well. You must keep it simple and short. You can use abbreviations in your introduction. Also, here you may write about the benefits of the offer for the consumer. 

• Separate the parts: The email body should be broken down into separate parts. You can’t cluster all the information together in a picture or text. Write short paragraphs and make use of the white space too.Highlight the important parts of the promotional email with bigger and bold text.

Promotional Email Subject Line 

Like any other email campaign, promotional email campaigns should have clever and imaginative subject lines. Using cliché or spammy words would not be beneficial for your campaign. 

Before writing the subject line for any of the promotional emails, you’ve to know what will make the audience click. You have to realize what would be important for them in this situation. Once you do that, you’ll have a clear idea of how to write your subject line. 

Here are some tips you can use to write good subject lines for your campaign. 

• Avoid false promises: False promises are usually referred to as clickbait. When you’re writing the subject line for your promotion emails, write the truth. You may attract a few customers with clickbait words. But, in the longer run, this practice will do you more harm than good. 

• Use numbers: It’s obvious that when you’re informing your customers about an offer, you’d use numbers or values. You should write these numbers in your subject line too. Write something like “50% off to get some happiness” or “10 reasons you deserve this pyjama set”. 

• Use personalization: Just by including the customer’s name in the subject line, you’d make a lot of difference. The email will feel more personal to them. 

• Avoid capital letters: Don’t use capital letters in any case when writing a promotional email. You may think that caps would show excitement, but that’s not always the case. If you want people to feel excited, you may use emoticons. This way, the customers won’t feel like someone’s screaming at them. 

• Target your audience: By targeting your audience, it’s meant that you should make them feel special. Target their emotions. Make them feel happy and excited with your offers and launches. Use phrases like, “For you” or “You’re invited”. 

3 Best Promotional Email Examples 

Here are some examples of promotional emails. 

1. Seasonal Emails: They are those promotional emails written to attract new customers as well as to retain the old ones. These are written during holiday seasons or festive seasons. 

Poo Pourri

Poo Pourri did a seasonal email for Christmas, just after Thanksgiving. They informed people about 30% off on their products. They used the headline “For every pooper” in their email. 

• Chairish

When Chairish sent a new arrival email to their customers, they used humour in their email. They wrote “This Just In” in their email. It was a simple and short subject line. 

• Headspace

In their promotional email, Headspace gave a positive affirmation to their customers. They gave a 40% offer to them and also included the time period for this offer. That gave it the element of scarcity. 

• Space NK

When they announced an offer on their products, they also added social proof with it. This gave assurance to their consumers. 

Tips and Best Practices 

When writing a promotional email, you want to ensure that many of your customers would be interested in your offers. If you want your promotional email campaign to work successfully, then you should use some best practices. 

Following are some of the tips that you should use in these campaigns. 

• Email address: When you’re sending promotional emails, you should send them with the same email address. It’ll be better if you send emails with your email address. If you’re very much connected with the customer, then it’ll be a better practice to send the email with your personal email address rather than the company’s address. 

• Marketing plan: When you’re thinking of writing promotional emails, begin by making a marketing plan. In this plan, define your goals and objectives. You should also discuss how this promotional email would help the brand at that time. Plan the emails a few months in advance. Do the planning in a way that you’ll be able to make changes if required. 

• Change preferences: Allow your customers to change the email preferences themselves. Give them the option of receiving the emails that they want to. Provide them with a link to preference management in the subscription email. This way, they’ll get those emails that they want to. 

• Send different emails: Avoid sending the same emails to everyone. Depending on the objective of your email campaign, you should send personalized emails. Maybe you want to convert leads. So, you’d send particular promotional emails to those leads only. 

• Focus on CTAA CTA is a phrase or word designed to get an immediate response from the reader. As the name suggests, it's usually something that involves a precise action performed by...: CTA is how the customers will be motivated to click on the email campaign. Don’t write a vague CTA in hopes of sounding smart. Therefore, just write a simple CTA that nudges people to take action that is straightforward and concise.  

In Conclusion

Promotional emails are those emails written by email marketers to introduce new offers to their customers. These offers can be for some seasonal discounts or new arrival discounts. 

Therefore, the reason marketers send emails is that they help in increasing the ROI of the brand. Promotional emails also require less money than other marketing strategies. This is the reason many marketers use these emails to build a connection with their customers. 

When you’re writing your promotional emails, you should begin by having a clear objective in your mind. Therefore, knowing what you want with the email campaign may set out a clear path for you. It’ll help you avoid confusion. 

There are many examples that you can find on the internet about such emails. In these examples, you’d see that the brands have used good subject lines and some humour. 

All these elements in promotional emails make the customer feel as if the email is written by a person only. This means that the tone of these emails doesn’t feel robotic. 

Which types of promotional emails do you send? Which strategies work the best for you? Tell us in the comments section below!