Writing promotional emails differs from sending communications to friends.

The purpose of promotional emails is to motivate your subscribers to take action, whether it’s a purchase or a simple click-through.

While conventional and promotional emails have certain similarities, they must be treated differently. As a result, before we go into writing techniques, let’s go through the components of an effective promotional email.

Understanding the structure of a successful promotional email is just the first step. It is now time to begin the planning and writing phase. Here are four ideas for producing promotional emails that provide the desired effects.

1. Selecting the Best Format
   Promotional emails come in a variety of formats, but you must choose between two: plain text and HTML.

While there is no right or wrong format, consumers prefer to read HTML emails since they don’t have to go through walls of text.

Understand your audience and choose the format that best meets their demands.

2. Develop a connection with your readers
   Your ultimate aim may be a sale, but your customers are looking for a solution to a problem. In terms of substance, 39% of customers prefer firms that make their emails less promotional and more informative.

They’ve come to you for a cause, so demonstrate that you’re thinking about them. It’s not difficult to build a connection with them, particularly when it comes to promotional mailings. Instead of delivering the identical message to everyone on your list, tailor your content to their specific requirements.

Begin by giving readers the opportunity of completing a thorough preference center. This allows you to deliver them the most appropriate material rather than promotions that are irrelevant to their requirements.

3. pique the reader’s interest
   All emails, particularly plain text ones, should have engaging material. However, HTML allows you to build really dynamic content that keeps your readers interested for longer.

Readers are asked to decorate the Christmas tree to their choice in this example from TWO UK. They may choose flashing or twinkling lights, or a “BAH! HUMBUG” option if they don’t wish to adorn the tree at all.

These components may be utilized alone, like TWO UK did, or combined to break up enormous blocks of text.

The graphics in this Trunk Club sample help break up the text, allowing readers to skim.

4. Make your call-to-action (CTA) engaging and actionable.
   You know your email requires a call to action somewhere. After all, how else is your subscriber expected to act? Your CTA may take the shape of hyperlinked text or a readily recognized button, depending on how you style your email.

Although any type of CTA is preferable than none, research suggest that the button style increases overall click-through rates.

Why? In two words: The importance of content. The reader’s attention is attracted immediately from the page title to the CTA. They may scan the body of the text, but they will not lose out since they will be tempted to read the whole tale.

Another excellent example of a well-executed CTA can be seen in this promotional email from Saje Natural Wellness:

Readers’ attention is directed from the title to the CTA.

The fact that it urges readers to take action distinguishes this CTA from others. It does not instruct them to do so. Many CTAs employ jargon, such as “buy immediately” or “download now.” Those sentences, believe it or not, come out as demanding. Readers desire to meet their own requirements. So, while sending out promotional emails, avoid making them feel pressured. Encourage them to take action.

Finish up
Writing promotional emails doesn’t have to be difficult, particularly if you keep these four pointers in mind:

Select a format.
Create a connection with your readers.
Visuals will pique their interest.
Make your call to action engaging and actionable.