How To Write The Best Promotional Emails in 2024 (With Examples)

Today, online businesses are increasingly leveraging email marketing as a vital tool to promote their products and services to a wide array of clients, prospects, and leads. This is because promotional emails are an effective method for companies to deliver personalized messages directly to their subscribers’ inboxes, showcasing their latest products, services, and exclusive offers. Therefore, increasing their sales and boosting brand awareness.

In 2024, as consumers’ inboxes become even more crowded with promotional emails the competition for their attention grows stronger. This makes it crucial for marketers to master the art of creating effective promotional emails. Standing out depends on the ability to thoughtfully craft emails that are engaging, valuable, visually appealing, and relevant to the audience.

In this article, we’ll explore how to write promotional emails to enhance your email marketing campaigns successfully.

What are Promotional Emails?

At their core, promotional emails are a type of marketing communication sent via email to engage and persuade recipients to take specific actions. These emails are designed to promote products, services, or events and can effectively drive sales and customer engagement. Key characteristics of promotional emails include a clear objective, a compelling subject line and preheader, engaging content, eye-catching design with high-quality images, a clearly stated offer, a feeling of urgency, and a strong call-to-action (CTA). 

There are different types of promotional emails such as:

• product launch announcements 
• discount and sale notifications 
• seasonal and holiday promotions 
• event invitations 
• back-in-stock alerts 
• exclusive subscriber offers
• abandoned cart reminders
• upsell or cross-sell suggestions. 

By crafting targeted and compelling promotional emails, businesses effectively connect with their audience, boost sales, and build customer loyalty. 

Make Your Emails Stand Out in Your Subscribers’ Inboxes

In response to the impact of emails on people’s purchasing decisions, Google introduced categorized inboxes in 2013, including the Promotions tab. Despite some marketers’ concerns about losing visibility, this feature is appreciated by many users for helping organize promotional emails. In fact, 45.1% of users with this feature enabled check it daily, and those who do are more likely to engage and make purchases.

However, marketers and business owners naturally aim for their emails to land in subscribers’ primary inboxes in order to increase visibility and engagement chances, which can lead to more purchases. Achieving this requires focusing on the quality and relevance of the content because Gmail’s algorithm favors user engagement, promoting emails that are consistently opened and interacted with to the primary tab. Therefore, sending valuable, straightforward promotional emails to an engaged subscriber list is the most effective strategy to ensure your emails reach the primary inbox, enhancing visibility and interaction rates.

Ultimately, the success of a promotional email lies in its ability to capture the recipient’s attention from the subject line to the incentive that will encourage them to take action. With the right approach, these emails can significantly increase client engagement and drive sales. However, the strategy behind crafting promotional emails must also be tailored to a specific occasion and audience. 

How to Write Promotional Emails?

Writing the perfect promotional emails starts before hitting the keyboard. You need to prep the ground by defining your business objectives, your target audience and your offer, which should be positioned at the right time and in line with your target’s interests and needs. Once you are clear on these, you can proceed with writing your email.

Set clear business objectives and define your offer

Before crafting your promotional email, define what you want to achieve with it – whether it’s increasing sales (during a slow season, for a specific product or event, or else); boosting average customer spend and order value; clearing old inventory; or else. 

When crafting your promotional emails, it’s crucial to define and then communicate compelling offers that resonate with your audience and your specific business goals. These could be all sorts of things such as:

• Free shipping offer – for example: “Get Free shipping with orders above $100”. This aims to incentivize higher average order value.
• Limited-time discounts – these could be percentage discounts such as “20% OFF all bags this weekend only” or flat-fee discounts such as “Get 20$ OFF on all purchases above 200$,” which boost the number of sales you’ll get over a specified period of time. 
• Giveaways – such as “Submit an order by the end of the month and automatically enter our giveaway for a pair of free BRAND sunglasses.”These could work great to stimulate purchases for a limited time. 
• Discounts for repeat purchases – offer a discount for your clients’ next purchases, which would effectively enhance customer retention and the average revenue generated per client. 
• Milestone and loyalty rewards – when you offer a special discount or other incentive to customers achieving certain milestones (like purchase volume, birthday event, or else), they feel appreciated and tend to spend more with you.
• Bundle offers – such as “Buy One, Get One Half Off” or “Buy Three, Get One Free” help increase transaction volumes. 
• No offer, just a reminder – that’s actually quite effective! You don’t always need to make a discount or offer something special to stimulate purchases. Sometimes it’s about announcing the existence of a product or service, or reminding your clients that there are other interesting items in your store.

Whatever offer you decide to present to your target audience, make sure it is clear and timed to match with relevant buying periods for maximum engagement and campaign results. By tailoring your promotional emails to specific occasions with clear communication about the benefits, timeframe, and details on how to take advantage of the offers you can significantly enhance the relevance and success of your campaigns. 

Create a compelling subject line (with your offer included)

Don’t forget that your subject line makes the first impression and is directly responsible for the email open rate. The higher the open rate, the higher the engagement with your content. 

Make your subject count by clearly stating the promotion or the benefit for your subscriber. This not only grabs attention but also sets expectations, which can lead to higher open rates. For instance, the subject line “Exclusive Offer: 20% Off Only for Our Subscribers” is direct and enticing, and is more likely to make people want to open the email than a subject line like “Socks on Discount”. 

Use preheader text

The preheader of an email is the brief text that appears after the subject line in an email inbox. It’s your second chance to catch the reader’s attention, so make sure you use this space to add context or further entice the reader to open the email, like “Unlock your subscriber-exclusive discount inside!”

Make your content engaging

Communicate your offer in the email header

Crafting an effective header for your promotional emails is crucial in capturing your subscribers’ attention. The header is often the first element your recipients notice and it sets the tone for the entire email. That is why seasoned marketers aim to communicate their offer as early as the email header. By doing so they immediately highlight the offer and encourage the readers to continue engaging with the email content. 

Include clear and visible CTAs

Your CTA (call-to-action) bridges your email content and the desired action you want the recipient to take. It should be action-oriented and create a sense of value or urgency, without being too pushy. Whether it’s ‘Shop Now,’ ‘Learn More,’ or ‘Claim Your Gift,’ make sure it’s clear and easy to find. 

It’s important to know the difference between a ‘Learn More’ and a ‘Shop Now’ button. If you really want to urge users to take action, choose a more specific button such as ‘Shop Now,’ which includes a strong verb that requests action. ‘Learn More’ is more informative and not that compelling when your goal is to drive immediate conversions. 

The design of your CTA, be it a button or a hyperlinked text, should make it jump off the page. Use contrasting colors, bold fonts, or a distinctive shape to ensure it doesn’t get lost in the rest of your email content. Ideally, it should be positioned high enough in the email that readers won’t have to scroll too much to find it, or at the end of the content so that it feels like a logical next step.

Mind the email length

When writing promotional emails, the less is more. Try to keep your text short and to the point, allowing the reader to focus on the offer and not get overwhelmed by details that might put them off.

Make your emails visually appealing

An aesthetically appealing email should capture readers’ attention and also hold it, guiding them through your message and towards your CTA. 

Use high-quality images

To achieve this, start by using high-quality images of your product or visuals that resonate with your brand and your email message. 

If you are running a promotion on a product, it is advisable to use real, high-quality photos of the product(s) you’re discounting. Don’t go for generic product images, but try to show your item(s) from their best angle to highlight key features and engage the readers visually. These photos must look professional and represent the product accurately. 

Use a color scheme in line with your brand identity

The color scheme of your email is another critical element. Choose email colors that reflect your brand identity and complement each other well. A harmonious palette can evoke the right emotions and make your content more digestible. For instance, using a calming blue color for a wellness center’s promotional email can reinforce the idea of relaxation.

Balance all elements (text vs. visuals)

Make sure you leave space between the elements of your email as it gives your content room to breathe and helps avoid a cluttered or overwhelming look. Proper use of white space can improve readability and focus the reader’s attention on the most important parts of your email, such as the headline, key benefits, and CTA.

Finally, consider the overall layout of your email. It should have a logical flow that naturally leads the reader from the email opening to the CTA. Break up text into short paragraphs and use headings and bullet points to organize the information. By creating a visually appealing and easy-to-navigate layout, you’ll help the readers digest the content of your promotional email more easily and enhance the likelihood that your message will be read and acted upon.

Strategically position your email elements for maximum engagement

The layout of your promotional email plays a crucial role in capturing and retaining the reader’s attention. Start with a compelling header that includes an eye-catching image of the product(s) on offer. Position your main offer or discount prominently at the top of the email, where it’s immediately visible upon opening. 

Use bullet points or short paragraphs to outline key benefits and features, making the content easy to scan. Include clear, bold calls to action at multiple points within the email to guide readers towards making a purchase. 

Optimize Image Placement

• Header image – use a high-quality, relevant image at the top to grab attention
• Supporting images – place images alongside text to visually break up content and maintain interest
• Product images – position product images near descriptions to provide context and entice readers

Content Positioning

• Main offer –  place your primary offer or discount at the top for immediate visibility
• Benefits and features – use bullet points or short paragraphs to make the content digestible.
• CTA  – include clear, bold calls to action at multiple points to guide reader actions.

If you are building your email campaigns on SiteGround Email Marketing platform, you can choose from predefined email layouts and professionally crafted promotional templates, specifically designed to meet email marketing best practices. With it, you can easily send emails by simply adding your content and images, while also having the flexibility to edit templates and layouts and craft your campaigns in a way that best resonates with your audience.

Finally, ensure that contact information and links to your social media are easily accessible, encouraging further interaction. 

Advanced Tips on Promotional Emails

Create a sense of urgency

Creating a sense of urgency in your email campaigns is a powerful tactic to compel readers to act quickly. The psychological principle behind this is simple – consumers tend to place a higher value on opportunities that are available for a limited time. 

To effectively create this sense of urgency, use time-sensitive language in both your email copy and CTA. Phrases such as “Offer ends in 24 hours”, “Grab yours before they’re gone,” or “Last chance to claim your exclusive discount” suggest that delaying could result in missing out on something desirable.

Build trust when promoting services

When promoting a service via email, building trust with your audience is key. Unlike products, services require you to illustrate the benefits and reliability through compelling images and content. 

Use photos that illustrate real people enjoying the service, delighted customers, or the service being performed. These pictures should represent professionalism and inspire pleasant emotions. Include testimonials or comments from your current clients to demonstrate authenticity and reliability. 

Highlight testimonials, awards or endorsements your service has received to further establish authority. Additionally, enhance the value of your email by providing useful tips on how readers can maximize the benefits of your service, or explain how to use it properly. This not only educates your audience but also demonstrates your commitment to their satisfaction and success. 

Make it personal

Personalization in email marketing goes beyond just using the customer’s name. It’s about crafting a message that feels tailor-made for the recipient. By referencing their past interactions with your brand, such as previous purchases or items they’ve shown interest in, you can show that you’re paying attention to their individual needs and preferences. Celebrate their milestones, like the anniversary of their first purchase, with a personalized offer or a simple congratulatory note. By making your emails more relevant and personal, you can turn a generic campaign into a meaningful conversation that resonates with your subscribers.

Don’t over-do your promotional offers

While promotional emails are effective at driving sales, bombarding your subscribers with constant offers might have a negative result. Overloading their inboxes may lead to decreased engagement, with subscribers either ignoring your messages and (and having your emails moved to Gmail’s Promotions tab for those who use it) or, in the worst-case scenario, unsubscribing altogether. It’s essential to find the balance between providing value and respecting your audience’s inbox space to maintain a healthy subscriber relationship.

A/B test and analyze email performance 

Continuously improve your email strategy by testing different elements such as subject lines, images, and CTAs. By comparing two versions of an email, each with one varying element, you can gather data on what drives better engagement and conversion rates with your audience. Afterward, analyze the results to understand what resonates best with your audience and refine your approach accordingly. 

Now that we’ve covered the essential steps for crafting a promotional email, let’s explore some examples that effectively combine these tips to create compelling campaigns that drive sales!

7 Types of Promotional Emails (with examples)

Emails About Product Offers & Limited-Time Deals

Product sales emails are promotional emails that focus on driving sales for specific products or services. They often include a direct call to action, enticing visuals of the product, and information on pricing or discounts. 

Promotional emails about product offers and limited-time deals can be particularly effective when they are aligned with specific occasions that encourage higher customer activity, as we mentioned above. Adding a sense of urgency can prompt your subscribers to act quickly, leading to faster results.

But what’s also important for your product promotional email is to ensure that it includes all the essential components. This includes a compelling subject line that grabs attention, a clear and engaging message that highlights the benefits of your offer, attractive visuals that complement the text, and a strong call to action that encourages recipients to take the next step. 

Upsell Emails

Following a customer’s purchase, strategically timed follow-up emails can be an effective way to introduce items that complement or enhance their recent purchase. This practice, known as upselling, involves suggesting products that are related to the initial purchase, aiming to provide the customer with an even more satisfying user experience. Upsell emails should be helpful and informative, detailing the benefits of each additional product and how it integrates with the original purchase, thereby creating a more comprehensive solution for the customer.

Back-in-Stock Emails 

Back-in-stock emails are ideal for triggering immediate action from customers who previously missed out on popular items. These emails serve as timely reminders, creating urgency and excitement, which can lead to quick conversions. Notifying customers that a product is available again is a great opportunity to re-engage them and encourage revisits to your store.

To maximize effectiveness, include high-quality images, a compelling subject line, and clear calls to action. Personalizing these emails based on previous interactions can enhance their impact.

Holiday and Seasonal Emails 

Holiday and seasonal promo emails are the ones designed to tap into the festive spirit when customers are more likely to shop. 

These emails can cover holidays such as Christmas, Valentine’s Day, Diwali, or any other holiday you can think of. Often, they feature special, limited-time deals to encourage quick action, ensuring consumers receive their products or services in time for the holiday.

Holiday promo emails should also reflect the spirit of the holiday they are sent for. For example, if you’re sending a promo email around Christmas, make sure it contains festive colors like red and green. For New Year’s, consider using black and gold, while for Halloween orange and purple are suitable choices. The more you align your offer with the specific holiday, the more effectively you can influence your subscribers.

Seasonal shifts are also perfect times for businesses to reach out to their subscribers with a great deal. As each season unfolds, it brings a fresh backdrop for campaigns that can resonate with the collective mood of consumers. Seasonal store clean-ups are another excellent opportunity for promotion by offering exclusive discounts to clear out last season’s stock.

Emails For New Features or Product Launch 

When you introduce a new product or feature, it’s essential to generate excitement and awareness through email marketing. Start with a compelling subject line that teases the new feature’s benefits, such as “Discover Our Latest Feature – Upgrade Your Experience Today!”

In the email, highlight the innovative aspects of the new feature or product, use high-quality visuals and offer a pre-order, a limited-time discount or a free trial to encourage quick adoption. Include clear calls to action (CTAs) like “Try It Now” or “Learn More” to guide readers towards exploring the new product or feature. 

Emails For Exclusive Subscriber Offers and Personal Milestone Celebrations

Rewarding loyalty is a great way to keep subscribers engaged and feeling valued. These emails offer special deals that are not available to the general public, creating a sense of privilege and appreciation among your subscribers.

Exclusive offers can include members only access, special discounts, limited-time promotions, and unique bundles. Recognizing and rewarding customer loyalty helps maintain a positive relationship and encourages continued engagement. Customers who feel appreciated are more likely to stay committed to your brand.

Celebrating personal milestones such as birthdays, anniversaries, or significant achievements with personalized promotional emails can make customers feel valued as individuals. Including a unique offer, such as a discount or complimentary product, can enhance their experience with your brand.

Event Promotions

Whether you’re hosting an in-person seminar, a workshop, or an online webinar, the goal of event promotion emails is to boost attendance and excitement among your audience. These emails should capture the essence of the event, highlighting key speakers, topics, and activities that will engage potential attendees. By providing a glimpse into the unique experiences and valuable insights that await them, you can create a buzz that encourages recipients to register. 

Ensuring Success with Strategically Crafted Promotional Emails

As we come to the end of our guide through the art of creating captivating promotional emails for 2024, it becomes evident that staying ahead of the curve in the constantly improving world of email marketing requires imagination, flexibility, and a deep understanding of your audience. If you want your promotional emails to stand out in your recipients’ inboxes and have an impact on your subscribers, you need a strong strategy, and the examples and tips above can really help you build one.

Whether you’re announcing a new product, celebrating a milestone, or simply offering a seasonal discount, each email is an opportunity to reinforce the trust and appreciation your customers have for your brand. With these best practices in hand, you’re well-equipped to craft promotional emails that captivate and convert, setting the stage for a successful and dynamic relationship with your audience in 2024 and beyond.

Happy emailing, and here’s to your success in connecting with your customers in more meaningful ways!