5 Things To Consider When Designing Promotional Email Campaigns

June 16, 2018

5 Things To Consider When Designing Promotional Email Campaigns

If you’re like most of the marketers, relying email marketing to drive results for your business.

One of the most frequent campaigns you probably send is the promotional email campagins (marketing emails) to inform your subscribers of new products, special promotions, exclusive discounts, etc. These mailer campaigns are great as they directly drive sales and revenue for your business.

But do you know what elements to include in those emails to get people to click-through?


promotional email campaigns



In this blog post, we’ll share with you the 5 key elements of a high-converting promotional email campaigns offer and show you some examples that got it right.

What Is Promotional Email Campaign?

It is a promotional/ marketing email which a marketer like you sends to Drive Sales.

This can take a number of different forms, including:

  • Emailer announcing the launch of your latest product
  • The mailer showcasing some of the latest stock to arrive in your store
  • A campaign offering a discount or special promotion on your products or services
  • Essentially, any promotional email campaign whose primary goal is to increase sales of your products or services can be classified as a marketing offer email.

Things To Consider When Designing Promotional Email Campaigns

It is important to note that your customers/audience have no patience

They just don’t read an email if you don’t get their attention right away. We recommend creating one big compelling graphic with your promotion in big bold letters to be included as the very first thing in your email under the short header, or possibly in place of it.

Use as few words as possible to describe your deal. Remember that pictures speak louder than words, so don’t cover more than half the image space with text under 50% would be good.

Your every mailer campaign should have a LANDING PAGE

What after engaging with your email content or what do you hope your customers will want to do?

Every email you send throughout your campaign should guide your customer toward a single, clear action. As you plan your promotional campaign, determining exactly what that specific action should be is key.

Use precise, descriptive language when writing your calls to action. “Shop more products,” for example, communicates an action more clearly than “See more.” Also, be aware of how much you’re asking your customer to do. “Shop now” requires a lower threshold of action than “Buy now” and feels like less of commitment to the user.

Is your promotional email campaing interactive?

People simply send “Boring Emails” into trash. Include images, or GIF in your promotional offer campaigns to help get your message across. So, when creating your next marketing offer email, make sure to include high-quality images of the products or services you are offering. This will help get your key messages across even if people only skim the email and don’t properly read the text.

Don’t miss the significance of CALL-TO-ACTION Button

When it comes to creating a high-converting promotional email campaigns, the final piece of the puzzle is using a prominent call to action button.

This is important because buttons make it clear to the reader what the next step is and encourage them to click-through.

In fact, when we recently tested using a button in our email marketing campaigns as opposed to just using linked text there was an increase in the click-through rate by 32%.

This is because buttons have a number of unique attributes linked text doesn’t, including:

  • Often a button will be much larger in size than a linked piece of text, catching the reader’s eye.
  • Buttons often have design elements that links don’t, such as shadows, gradients, and other effects. This can make them ‘pop’ off the page and stand out to readers.
  • Often buttons will have a different color to the background and text, and this contrast draws the eye and makes the reader notice them more.

Don’t mislead your readers

Your goal of establishing trust should outweigh your goal of creating a catchy title. A misleading subject may lead to more clicks in the short term, but if you’re not delivering on your promises you’ll ruin the positive relationships you worked so hard to establish.

Now you know the techniques successful businesses and marketers use in their promotional emails.

Wrapping Up

The marketing offer email is one the most important promotional email campaigns marketers can send. It directly drives sales and revenue and helps you achieve your goals and KPI’s. By doing so, you’re ensuring that you’re getting the best results possible from your email marketing campaign.

All Set To Send Your Next Promotional Mailer?

If still in doubt, we can help you design the best mailer campaigns for your products/services

June 16, 2018

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