Promotional emails are a key link in every successful retailer’s email marketing campaign. Did you know that in 2022 there are approximately 4.26 billion email users?! That’s basically half the population on Earth!
This tells us that emails are still one of the best ways to reach customers. Of course, sending emails per se won’t guarantee that you’ll make a sale or that your emails will even be read. That requires a bit more effort.
This is where promotional emails come in, as a way to spread the word about your products that doesn’t sound too salesy. In this article, I’ll tell you all the basics of promotional emails, why they work in the first place, and how to do them right.
TLDR* Promotional emails are the backbone of every retailer’s email marketing campaign. There are several different types of these emails: sales promotion emails that tell of an ongoing sale, limited-time offers that bring a sense of urgency to the purchase, giveaway emails that focus on giving out free stuff, and product launch emails in which you introduce your customers with something new, the special offer for subscribers, the new arrival emails, and the seasonal campaigns in which you focus on a particular holiday or festival.
What are Promotional Emails?
Promotional emails are just what their name says - emails companies use to promote their products or services. Promotional emails aim at conversion - their goal is to turn leads or potential customers into actual buyers and brand advocates.
These kinds of emails can take many forms. They can be newsletters, customer retention emails, sales emails, limited-time offers, giveaways, etc.
Promotional emails have a steady success rate according to a SalesCycle statistic in which respondents say that they buy items from promotional (marketing) emails at least once per month.
But it’s no surprise that well-written promotional emails will attract more customers and increase conversions. That’s why I want to show you how you can do this with these 7 types of promotional emails.
1. Sales Promotion Emails
You’re having a sale and you’re super excited about it! Get this email to your subscribers ASAP! But wait, how should it look?
You can go about it in several different ways. You can make it a bit flashy and over the top or keep it simple. For example, you can start with a GIF to accompany your email copy in which you write that you offer a discount or sale of up to 20/30/40%. Also, make sure this is clearly stated in your subject line, like: “Summer sale - 40% off!” or “30% off happening right now!”
After the GIF, include recommended products that are discounted or part of the sale.
And don’t forget to include a CTA button!
2. Limited-Time Offers
Limited-time offers capitalize on the sense of urgency. After all, no one really wants to miss out on a good deal, right?
So, when you tell your subscribers that a deal is expiring soon, it serves as an incentive to make a quick decision whether to buy the product or not.
Website popups and email marketing are the best ways to promote limited-time offers.
Start with a subject line like: “__ deal ends soon!”, “Today only/Ends today on __ (your company)!”, or “Clock is ticking on __ offer!”.
Here you can also start with a GIF and make it more dynamic to further convey the sense of urgency (like linking a CTA button or different products showing up one by one).
Your limited-time offers shouldn’t last too long - keep them within a 6-12 hour limit at most during the weekend. Otherwise, you risk losing the sense of urgency and your customers may lose interest in the sale.
3. Giveaway Emails
Giveaways are a great way to promote products, collect new leads, increase brand awareness, and drive more engagement.
Giveaways are sort of like the lottery - you incite leads and customers to enter a competition in which they can win a free product or service.
A typical giveaway subject line sounds something like: “Enter to win ___!”, “Don’t miss out on a chance to win __!”, “This is your chance to win __!”, or “Biggest giveaway yet!”.
The rest of the copy should be pretty straightforward. In a sentence or two tell your subscribers about the giveaway(the prizes) and, of course, include the CTA button.
4. Product Launch Emails
As their name says, these promotional emails are a great way to introduce a new product to your subscribers and customers. They aim to incite curiosity and desire to try out the latest product and enhance brand awareness.
With product launch emails, your customers will always have your brand in mind, and they’ll know that you’re always up to date with the latest fashion and technological trends.
Depending on what you’re launching, a subject line could begin with: “Who says we can’t do it?”, or “Take a look at our new __!”.
You can start your email copy with some brief info about the product and explain why you made it in the first place. It’s always a good idea to have a story behind the new product, just don’t overdo it with too much text.
And don’t forget to include a CTA at the end, something like “Meet the new __”.
5. New Arrival Emails
New arrivals are different from product launches - after all, you can’t do product launches every couple of months. They require technical innovation and a lot of work behind the curtains. But new arrivals are a great way to also keep your subscribers up to date with the latest trends and keep your customers engaged.
You can begin your subject line with “Fresh off the rack/press/shelves and into your home!” and then include a list of images with the newest products in the email copy, alongside a CTA button, such as “Shop now”.
6. Special Offers for Subscribers
Loyal subscribers should be rewarded for their support. That’s how you continue to build brand loyalty and let your customers know you appreciate their time and the money spent on your company.
You can start the subject line with “Special offer just for you! 15% off __!”, “For our most loyal customers 30% off on __!”, or “You’re in! Free shipping and 40% off for our loyal customers”.
In the email copy, inform your customers that they’re part of a select group that’s getting a special discount, offer, or giveaway due to their long-term loyalty to your brand. You can also include a discount code and, of course, a CTA button at the end.
7. Seasonal Campaigns
You can send promotional emails on so many holidays - Valentine’s Day, Halloween, Black Friday, Christmas, Mother’s Day, Father’s Day… You can design special offers according to the holiday theme and pitch them to your customers via email.
You can offer holiday gift guides when it’s the top of the holiday season to attract new customers and offer special discounts, sales, or limited-time offers before the holidays come.
Start the subject line with “Order [product name] before [date] and get it by [holiday/date]”, “Black Friday sale, everything is 50% off!”, or “Get the best Halloween costume before everyone else! Limited offer!”.
Include details about the deals in the email copy and the CTA button.
Using the correct type of promotional email at the right time can make a huge difference. I hope these 7 types of promotional emails inspire your next email marketing campaign. Cheers to many new customers!