How to Create the Perfect Promotional Email Campaign
Promotional emails are among the best ways to boost business and connect with customers. As the old saying goes, “the money is the list”. There are many potential types of promotional email campaigns you can launch, depending on your goals and the nature of your offerings.
If you need some help coming up with ideas for promotional email campaigns and want some guidance on how to get started, the following guide will assist you in creating the ideal promotional email campaign for your business.
What Are Promotional Emails?
Promotional emails consist of content that relays information to audiences about specific promotions. There are many potential offers you can center your campaigns around, such as:
New products
Deals that are exclusive to specific customers or subscribers
Limited-time offers
Offers for new customers or subscribers
Holiday or seasonal promotions
Free content, such as food prep guides, nutritional eBooks, recipes, videos, and more
Coupon codes, promotional codes, and other special offers
The Benefits of Promotional Email Campaigns
Email in general offers numerous benefits for businesses, including eCommerce brands. The fact is that 91% of people check their email every day, making it just as popular as ever among consumers of all types. Additionally, a staggering 76% of email subscribers have made at least one purchase because of the influence of email marketing messages.
Email is also highly profitable for businesses as one of the most cost-effective marketing methods. Specifically, for every dollar spent on email marketing, businesses have the chance to earn as much as $42, allowing for extremely high ROI.
If you’re considering developing a promotional email campaign for your business, the following are three specific benefits of these particular campaigns:
The Benefits of Promotional Email Campaigns
Email in general offers numerous benefits for businesses, including eCommerce brands. The fact is that 91% of people check their email every day, making it just as popular as ever among consumers of all types. Additionally, a staggering 76% of email subscribers have made at least one purchase because of the influence of email marketing messages.
Email is also highly profitable for businesses as one of the most cost-effective marketing methods. Specifically, for every dollar spent on email marketing, businesses have the chance to earn as much as $42, allowing for extremely high ROI.
If you’re considering developing a promotional email campaign for your business, the following are three specific benefits of these particular campaigns:
Increased Customer Engagement and Trust
Unlike other email campaigns, promotional emails provide real value in the form of a discount, giveaway, or another offer. By providing this value, you’ll gain more trust among your audiences and convert more people into customers. In addition, you’ll have the ability to earn repeat business from existing customers, helping you get the most from them once converted.
Reduced Costs
One of the main advantages of promotional emails is their cost-effectiveness compared to other marketing channels. Promotional email campaigns connect with people who are already interested in your offerings and target them based on your website’s visitor behaviors.
To further help you save more money, email service providers often charge more affordable fees than advertising platforms and other services.
Increased ROI
Compared to other promotional efforts, promotional email campaigns tend to come with a higher ROI because of the value they give to audiences. By providing compelling offers to recipients, you’ll entice them to commit to the offer, leading to more engagement and more purchases. This can further increase the overall positive ROI you’re already likely to see with other email marketing efforts, automated flows for example.
What to Consider When Crafting Promotional Email Campaigns
Before you begin creating your promotional email campaigns, there are some items to consider. These include:
The Specific Promotion
The very first step of any promotional email campaign is to decide what type of promotion to offer. Choose a specific item or items and then decide on the promotion. This could be a coupon code, a BOGO offer, a multi-unit discount or even a referral reward.
The Reason for the Promotion
Once you decide on the promotion specifics, consider the overall theme. This will give you a clear goal for your promotion. For example, holidays are often the ideal time to focus on promotional content, so in addition to the discount, consider both the design and including some relevant content such as a recipe specific to your item.
Your Target Audience
After pinpointing the specific promotion and goal, you can begin identifying your specific audience. Keep in mind that different promotions will appeal to different audiences, making it necessary to segment your audiences and figure out which will most likely engage with your emails.
How to Write Promotional Emails
With your subject, goal, and audience in mind, you can start creating your campaign. The following are some specific steps to take as you begin crafting your emails.
Emphasize the Value
You may be tempted to describe the promotion in detail within your emails, but you should save this information for a corresponding landing page linked within the email content.
Instead, focus on the specific benefit of the promotion and the value it brings to recipients. This will clearly indicate to them what they stand to gain and encourage them to learn more about the specifics.
Make the Sender a Specific Person
You can add a personal touch to your promotional emails by ensuring the sender has a name and is clearly a person, not just a brand. Consider using the name of a specific member of your team to make it feel as though a real person is sending the offer. In the signature of your email, you can then include a picture of the person and their specific role within the company, which makes it appear even more official.
Use the Subject Line to Describe the Promotion
The subject line of your emails is one of the most critical components. It’s the very first thing people see, which means it has the power to drive opens or turn people away from your emails. To get the best results, optimize your subject line with relevant and enticing wording that compels people to open your email. At the same time, avoid using any spammy words that could trigger spam detection systems.
Use a Branded Header
Once people actually open your email, they’ll see a header above the body. Keep this header image aesthetically appealing and include your brand name. The header could include your logo, or it can feature a custom image that features your brand name and color scheme. Additional text can include basic details about the promotion, such as the title you give it.
Make the Email Body Readable
Don’t overload the body of your email with a lot of text and beefy paragraphs. If people feel like it’s a chore to read your emails, they’ll be quick to exit and discard them. Choose your wording carefully to create a concise and effective email that highlights the value of your promotion. Do use high-quality images. As a food & beverage brand, remember that online, people eat with their eyes. Use mouth watering pictures that excite the senses and get people to click that add to cart button.
Include an Effective CTA
Your email should include an exciting call-to-action (CTA) that drives clicks and, ultimately, conversions. You may want to include the CTA at the end of the email, but you can also include it in the header or elsewhere within the email where it’s clearly visible.
Get More Help with Growing Your eCommerce Business
By following these tips, you’ll be able to use promotional email campaigns to connect with your audiences and drive long-term results. With the right promotions and strategy, you’ll see positive ROI and maximized engagement with your brand among new and existing customers.
If you would like more help with your eCommerce brand’s marketing and growth, the consultants at Gray Growth Logistics are here for you. Find out more about what we can do for your business by getting in touch with us today.