Promotional emailers establish positive relationships with the prospects, offer something that will be valuable to them and is easy to read and understand. While writing a promotional emailer always start by understanding your audience/target customers. Try to personalize it and close it with a relevant call to action.
The aim is always to increase the open rate of your email and each component of the emailer should flow together to achieve that aim. The components of a promotional emailer are:
- Subject line and pre-text header
- Header
- Body
- CTA
1. Write a SUBJECT LINE and pre-text header that your customer can’t resist opening.
Subject likes can be of any of the following types depending on the brand that you are writing for.
Fear of Missing Out Subject Lines:
- Warby Parker: “Uh-oh, your prescription is expiring”
- JetBlue: “You’re missing out on points.”
- Digital Marketer: “[URGENT] You’ve got ONE DAY to watch this…”
- Digital Marketer: “Your 7-figure plan goes bye-bye at midnight…”
- Digital Marketer: “[WEEKEND ONLY] Get this NOW before it’s gone…”
- Jersey Mike’s Subs: “Mary, Earn double points today only”
- Guess: “Tonight only: A denim lover’s dream”
Curiosity Subject Lines
- Manicube: “*Don’t Open This Email*”
- GrubHub: “Last Day To See What This Mystery Email Is All About”
- Refinery29: “10 bizarre money habits making Millennials richer”
- Digital Marketer: “Check out my new “man cave” [PICS]”
- Digital Marketer: “Is this the hottest career in marketing?”
- Thrillist: “What They Eat In Prison”
- Eat This Not That: “9 Disgusting Facts about Thanksgiving”
- Chubbies: “Hologram Shorts?!”
- The Hustle: “A faster donkey”
- Mary Fernandez: “? a surprise gift for you! {unwrap}”
Vanity Subject Lines
- Guess: “Don’t wear last year’s styles.”
- Fabletics: “Your Butt Will Look Great in These Workout Pants”
- Jeremy Gitomer: “How Have You Progressed Since the Third Grade?”
- Rapha: “Gift inspiration for the discerning cyclist”
- La Mer: “Age-defying beauty tricks”
- Pop Physique: “Get Ready. Keep the Pie Off Your Thighs Returns.”
- Rapha: “As worn in the World Tour”
- Sephora: “Products the celebs are wearing”
Pain Point Subject Lines
- Pizza Hut: “Feed your guests without breaking the bank”
- IKEA: “Where do all these toys go?”
- IKEA: “Get more kitchen space with these easy fixes”
- HP: “Stop wasting money on ink”
- Sephora: “Your beauty issues, solved”
- Uber: “Since we can’t all win the lottery…”
- Thrillist: “How to Survive Your Next Overnight Flight”
- Guess: “Wanted: Cute and affordable fashions”
- Evernote: “Stop wasting time on mindless work”
- Duolingo: “Learn a language with only 5 minutes per day”
Retargeting Subject Lines
- Ugmonk: “Offering you my personal email”
- Animoto: “Did you miss out on some of these new features?”
- Pinterest: “Good News: Your Pin’s price dropped!”
- Vivino: “We are not gonna Give Up on You!”
Personal Subject Lines
- Guess: “Mary, check out these hand-picked looks”
- Rent the Runway: “Happy Birthday Mary – Surprise Inside!”
- Bonnie Fahy: “Mary, do you remember me?”
- Kimra Luna: “I didn’t see your name in the comments!?”
- John Lee Dumas: “Are you coming?”
- UrbanDaddy: “You’ve Changed”
- Influitive: “So I’ll pick you up at 7?”
- James Malinchak: “Crazy Invitation, I am Going to Buy You Lunch…”
- Brooklinen: “Vanilla or Chocolate?”
- Ryan Levesque: “Seriously, Who DOES This?”
- Jon Morrow: “Quick favor?”
- Revolution Tea: “Thanks for helping us”
- Harry’s: “Two razors for your friends (on us)”
2. Write short and crisp HEADER
- Here’s an offer you cannot resist.
- Make your weekend even better. Shop, save and smile.
- Get only the best for your oral care.
- Weekend special. We picked these for you!
- You snooze. You lose. Last chance to save on oral care products.
- Share the love. Start your month with unbeatable deals on a range of oral care products for you and your family.
- Look who is back! 😍
- The offers are back
- Get spoilt for choice! 😍
- Start a new month with extra savings.
3. Write a personalized BODY copy
- Dear <name>,
You have earned it. Enjoy the unbeatable deals on a range of oral care products for healthy, happy smiles, for you and your family.
- Hi <name>,
Wanting a beautiful smile? Choose from our range of oral care products to build a good oral care routine and get healthy, happy smiles.
- Dear <name>,
Making your monthly grocery list? Be spoilt for choice and get the best deals and discounts on just about everything that you can imagine, for your oral care routine.
4.Use a relevant Call To Action
- Know more
- Explore now
- Buy now
- Get the details
- Book now
Now you know the techniques successful businesses and marketers use in their promotional emails. But before you run off to write your next email masterpiece, we want to hear from you.
Leave a comment below and tell us the best promotional email you’ve ever received (and what made it so great).
