Within the world of Email Marketing we find a wide variety of terms that are important to know in order to create a good Email Marketing campaign. Today we are going to know one of these terms in more depth. Today we are going to talk about what is promotional email marketing in Email Marketing. So, let’s get to it.
Contenido del artículo
What is a promotional Email?
When we talk about promotional email marketing, we are referring to those emails that are used to get the user to complete a purchase. That is, they are mainly used to generate conversions. When we talk about conversions, we mean not only to make a sale, but also to get the user to click, subscribe, recommend or simply buy.
To create a good promotional email, it is important to have a good tone in the message as well as the content is clear and included in this email. With this, we will get the user to perform the action we want.
For this reason, the promotional email is considered a process of rapid persuasion with which we will achieve a relationship with the recipient.
Characteristics of promotional email marketing
To be effective and to do its job properly, promotional emails must have a number of features that will help to perform its work in the best possible way. These characteristics are:
- It should be clear and concise.
- It should include Call to Action (CTA)
- We must include important and attractive information for our reader, not just the price.
- Use a landing page to make it more attractive.
How to take advantage of the promotional email
Don’t use only discounts
In many cases, adding only the discount that we offer to our user is not feasible, since in many cases the person who will read our email will not finish the email because they will receive very brief information that will not attract their attention. It is also important to use other methods because most people have other needs in addition to savings which we have to show them in our emails to achieve our main goal, conversions.
Create unique promotional emails
Create an email for each customer will help to increase our goal, because the person who will see the email will feel unique and will help them make the decision to buy or simply learn more about what we want to communicate.
For this it is important to profile the user base, i.e. to have enough information about our recipients, such as their registration data, how they act when making a purchase or simply their tastes and preferences.
In addition, we must also segment the mailings, by this we mean that for example, if what we want is to get them to buy children’s clothing and we send the promotion to a person who does not have children in their environment, we will never achieve our goal
Use a good Call to Action (CTA)
Creating a Call to Action is a fundamental element when creating a promotional email. This will determine the number of clicks and the level of conversion will increase. It is therefore important to note that the CTA should be clear, that is, if we want the user to go to a link, it is important to specify that we want them to do that, because if we put too much information our customer may be overwhelmed and not want to perform any, so we will have lost a click.
Another thing to keep in mind with CTAs is that we can not put them in quantity, ie, do not put a CTA every five words, as we will achieve a contradictory and negative effect on the reader.
Have a clear subject line in the email
The subject line is one of the most important parts of an email, so we must be clear about how it should be and the characteristics that should have to help our reader to perform the first and most important step, which creates an email marketing campaign, open the email.
The subject line should be personalized, you can include discounts, emojis, a curiosity or a call to action to get your customer to enter. If you want to know more about how to create a clear subject line in emails, you will find it in the post dedicated to this.
Use different formats
By this we mean that a promotional email doesn’t always have to be the same, it doesn’t have to be composed of a long list of information and a call to action at the end, nor does it have to be full of images or pictures. We can combine it in a thousand different ways to make it more attractive to the reader’s eyes.
We can include images that are used as instructions, promotional videos in which you can see the product or service that we want them to know, or simply to know our company. Even include a combined text of the above with colors that represent us and that are also eye-catching.
The main function of promotional emails is to increase the conversion of your business, so it is important to be clear about how we want the campaign using all the features we have seen above.