How to Write a Promotional Email

Writing an effective promotional email can be a great way of recruiting new potential customers, increasing sign-ups and making more sales.

But what makes an excellent promotional email, how can you be sure to engage customers, and hold their attention long enough to get them to act in the way you want them to? Nowadays inboxes fill up with SPAM faster than people can delete them so getting your email to stand out is tricky.

But not impossible.

Here are some top tips to help you write promotional emails that get read.

Experiment with format

Once you know the purpose of your email it’s good to do a little research and perform some useful experiments. It’s unlikely that an email that’s just a bunch of text is going to keep your potential customers interested. You need to break content down into bitesize chunks and include arresting images that intrigue and excite them. Try split testing to see what works best and don’t stop until you find a format that works for you.

Keep them short and sweet

One thing that most people don’t feel they have much of these days is time. So make sure you don’t waste your potential customers time by hiding your promotional offer amongst a load of text. Don’t beat around the bush, get straight to the point, be clear, evident and smart.

There are, however, exceptions to the rule. Some copy-heavy emails work well. It all depends on your customers and what you are promoting. If your product or service or idea needs lots of information to back it up and make it desirable and you are appealing to an audience you know likes to receive lots of data then a copy-heavy email might be the best route. As always it’s about knowing your audience and then testing, experimenting and asking them to make sure you get it right.

Do your research

Don’t send an email off for the sake of it. Before you even start pulling together the content ask yourself:

what is the purpose of this email?
who am I trying to reach?
what am I offering?
what do I already know works (and doesn’t work)?

Choose a subject line

Getting the subject line right is crucial. This is what will make the difference between the person clicking on it to read or simply dragging it straight to their deleted items. Again, knowledge is power. Put yourself in the shoes of your recipient. What would make you want to know more?

Headlines, images, and copy

If you get someone to click on your email, you have passed the first significant hurdle. The next is getting them to stay and listen to what you have to say. Make the first line of your email a headline, make it clear what your promotion is in this headline and follow this up with an arresting introduction. Choose images that are striking but also complement what you are saying.

Provide proof

Nothing is more important than proof. If you’ve got your potential customers to click on your email, then got them to read it, the one thing that remains a barrier is whether or not they believe you. Prove it to them, and you remove risk and make the decision to sign up, to buy, to share, etc., so much easier.

Insert a call to action

Don’t forget to include what it is you want your customers to do. Make your call to action simple, clear and distinct. Don’t be shy about it, that’s what all this work is for after all!

Test and send

Before you send your email out to the masses, make sure you test it first. There is nothing quite as troubling as hitting the send button and then realizing you’ve made an embarrassing spelling error or forgotten to include a link. Send it to yourself first, get colleagues to read it, and then you are ready to go!

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