Elizabeth Bell
Elizabeth Bell 1 July 2016
Categories B2B, B2C, Ecommerce, Email & eCRM

Promotional Email Goals & How to Achieve Them

Every promotional email has 3 goals: open, engage & convert. Learn how to maximize the success of promotional email campaigns with these tips.

Promotional emails are used by businesses worldwide to connect with consumers. As you read this blog post, you can probably even list at least a few brands that you receive daily emails from. With an influx of promotional emails in your inbox, how can companies optimize their offerings to move consumers through the buyer’s journey?

Well, every promotional email sent has three goals.

By following some of these pro tips, promotional email professionals can achieve these goals while driving business sales.

Promotional Email Goal #1: Open

Getting your recipient to open a promotional email is all about the subject line. Be sure to keep it catchy and witty, while mirroring your brand language. Including phrases like “Surprise Inside…” or “Don’t Miss Out…” will pique your viewer’s interest.

Additionally, it’s 2016! Your audience expects you to personalize their individual emails. Try including their name, most recent purchase, or town in the subject line of your next promotional email. Seeing something relevant to them will be eye-catching and attention grabbing. Send them a “Happy Birthday” email, or a “Happy Subscription Anniversary” email. You have the raw data – use it to your advantage!

Finally, be brief. It’s only the subject line – don’t give away all of your secrets! Keeping your subject line below 50 characters will ensure that the entire subject fits within the constraints of most email inboxes, while still getting your point across.

Promotional Email Goal #2: Engage

Now that your recipient has opened your promotional email, it’s time to engage your audience. Engagement is all about the content provided.

When it comes to content, keep it simple. Remember, it’s a promotional email, not a New York Time’s bestseller. Language should be simple and straightforward, and length should be short enough to keep the reader’s attention.

When writing text, it’s important to break it up into short paragraphs, and use bullets, numbering, headlines, and white space as necessary. This will help direct the reader’s attention and increase the readability of the promotional email.

Next, show, don’t tell. Including media such as pictures, videos, gifs, links and infographics is both captivating and aesthetically appealing. You can engage your audience by giving them something to watch, click on, or interact with.Showing your audience builds credibility and trustworthiness.

Lastly, engage with your customers by providing some type of call to action, such as a button titled “Check Out our Summer Collection” with a link to this season’s newest pieces, or “View Tour Dates” with a link to a ticket sales website. A strong CTA leads to the third goal of every promotional email – convert.

Promotional Email Goal #3: Convert

A strong and specific CTA is the most important part of the conversion process. Tell your visitors exactly what you want them to do and provide them with the necessary tools to become customers. Keeping your CTA above the fold will also increase clicks.

When creating your call to action, consider providing unique coupon codes within your promotional emails. This will allow you to analyze the results of your email campaign. Unique coupon codes will tell you exactly which customers were carried through the buyer’s journey and conversion process because of your promotional email, and provide insight as to how to target those customers going forward.

Somewhere in your promotional email, include social sharing links. This will enable your customers to become brand ambassadors by sharing their positive experience with friends.

Finally, create a sense of urgency. Avoid having your email sit in your recipient’s inbox, where they may plan to make a purchase later, or revisit the email another time. Try providing a gift with purchase for the first 100 purchases made, or a 25% discount for purchases made within the next two hours. Including some type of timeline will keep your email at the front of your recipient’s mind.

(Check out this case study to see how Bridge created a promotional email campaign for a local furniture retailer which generated over $220,000 in revenue!)

Put Your Knowledge to the Test

So there you have it – a few pro tips for promotional email professionals. Implement as many of these tips as you can each time you send a promotional email, and always analyze your results. See what works for your business and what doesn’t by A/B testing individual elements.

Optimize the success of your email campaigns by driving your consumers through the buyer’s journey, and always remember to focus on the three main goals of every promotional email: open, engage, convert.

Anna Knyazan
Anna Knyazan is one of the best one when it comes to reliability. It cleans and also validates email lists for entrepreneurs. The greatest thing about this service is the fact that its plans are very affordable for the small businesses as well.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Are virtual reality and augmented reality the next step for CMS?

Are virtual reality and augmented reality the next step for CMS?

In a fitting conclusion to a year many hailed as the “year of virtual reality” (VR), in December 2016, WordPress made it possible for users to create and publish VR content on any WordPress site. The change meant that users could publish 360-degree photos on their sites, and regular photos and panoramas could be viewed in VR.

Leonie Mercedes
Leonie Mercedes 16 October 2017
Read more
These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

Let's face it, the Internet is ever-changing. Some changes you can’t predict: at the start of 2011, no one realized that responsive would practically be a requirement by the end of the year. But some changes are known and scheduled. Let’s look at some of the biggest changes that may affect the way your company communicates through digital channels.

Mike Norman
Mike Norman 13 October 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more