Promotional emails: Examples of what to do and what to AVOID at all costs.
Reading Time: 5 minutes
Email Marketing is a pretty current theme here in our blog. This is due to its large impact on businesses everywhere, especially in eCommerce. Earlier we discussed the benefits that email marketing can bring to your online store and also the main types of email marketing campaigns that you can use in order to achieve your goals more efficiently. Now is the time to address one of the most popular email marketing formats used by online stores worldwide: promotional emails. Specifically what they consist of and what they should (or should not) contain. And we will do this by presenting some examples of good and bad practices.
What is a Promotional Email?
A promotional email, as the name implies, communicates current or future promotions and offers to your email contact list. The main purpose of a promotional email is to appeal to a potential consumer and move it through the sales funnel to convert it into a customer.
Examples of Good (and Bad) Promotional Emails
Rather than naming the key aspects of a promotional email, the best is to show them to you. So here are some emails you can take inspiration from. And also some promotional emails you can learn from.
A good promotional email has several desired characteristics, but one of the main ones is to get the reader to act immediately. And Walgreens does it very well.
As you can see, the American pharmaceutical chain has created a very short time to use their discount and highlighted it appropriately – both in the title of the email and clearly visible in the body of the email.
In addition, this promotional email is a good example as it is an exclusive offer for your card customers, making them feel special.
Sometimes a promotional email does not require a lot of information, but rather simplicity. And H&M knows it.
One of the most recognized companies for its use of Email Marketing as a promotional tool is J Crew, the American fashion company. Their emails are original and fun, making the reader want to receive them more often.
And it is not only stands out for its originality. This is also a succinct email, direct and with a nice design.
Taking advantage of holidays and commemorative dates for a promotional campaign is always a good idea. However, since these are pretty good times to increase your online store sales, they should be the focus of your email marketing campaign, which does not happen in the following email from Macy’s.
The email, although it has the theme of Father’s Day, doesn’t address this topic alone because it also calls attention for products for women, for children and even for the household. There are completely unnecessary and irrelevant categories, and consequently too many call-to-action that divert attention from what should be the main subject of email: Father’s Day gifts.
The Whiskey Exchange
A promotional email, according to its name and its definition, must communicate a promotion. However, sometimes a promotional email can be confused with a relational product email, as it happened here.
In addition to presenting a spelling mistake in the title, The Whiskey Exchange company does not expressly communicate any offer. Just informs that these are exclusive items, but do not indicate that it is particularly for the reader – the message is not customized to the customer. And as it also doesn’t feature any call-to-action, so the consumer can simply read the email and move on without even understanding the company’s intention to sell.
Contact Lenses King
If you are now starting to invest in Email Marketing, then pay attention to the format you present – particularly if you are not 100% comfortable with it. Contact Lenses King changed its email marketing format and the result was as follows.
At the top of the email, in the green bar, it is stated that the images are not displayed. Although they are presented here, this means that they will make email much heavier than it needs to be and that for many consumers the images will not be available. And in that case your email marketing efforts will lose its effect.
Another aspect to keep in mind is the image quality and the email design. Even if you do not want to prioritize your budget to email marketing, you can bet on a simpler design, like H&M did. This way is more appealing aesthetically.
Conclusions to be taken from Promotional Emails
Briefly, there are several factors to take into consideration when creating a promotional email. The promotion must have a limited offer and must be presented succinctly and directly. In addition, you should also present a limited number of CTAs, especially if you are appealing to a commemorative date, and you should also always keep in mind the design of your email. Finally, you should bet, whenever possible, on the personalization of your content for each reader, as this increases the opening of your emails and, consequently, improves the chances of purchase.
But remember: your online store shouldn’t only bet on promotional emails. Your email marketing strategy should be a healthy blend of relational, promotional and transactional emails, always with the aim of adding value to your email subscriber.