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How to create promotional emails that work?

4 min read
Email marketing is still the most effective way to stay in touch with your audience and tell them about your sales and special offers. It brings the highest ROI compared to the other marketing channels. For every $1 marketers spend on email marketing, they receive $45 in return.
But let’s face the truth: you are not the only one who knows about the effectiveness of email marketing among Fashion brands. Thus, you need to stand out from the competitors and gain the trust of your subscribers
We are here to help! This article reveals useful yet simple tips to make your emails stand out and wow your subscribers.

What Is a Promotional Email?

To be on the same page while discussing the promotional emails, let's define it.
A promotional email is a message to inform the email list of your new or existing collection or items. Marketers use promotional emails to tell about seasonal sales, new collections, limited-time offers, or exclusive deals.
The goals of a promotional email is to increase the number of orders by:
  • Returning customers to the website;
  • Converting subscriber to a customer;
  • Encouraging subscribers to take some action.
Promotional email is a core ingredient of any successful marketing strategy for Fashion brands.

3 types of Promotional Emails

Subscriber-Special Deals based on Segmentation and Personalization

You need to study your customer's journey and data to find the points where you can divide your mailing list into proper segments. It is an essential part of effective offers. We bet you don't want to show the discount to someone who just bought the item for the full price or send dresses to men.
Marketers should track the behavior of customers to see if they follow through with their purchases
If you are a fashion brand that designs for both men and women, then you might only send men’s fashion emails to males, and vice versa. Brands with a children’s collections could target people who have bought those products, or who have indicated they’re the right age to have kids.

Moreover, marketers should track the behavior of customers to see if they follow through with their purchases.

Each of these emails is usually sent to customers very shortly after they’ve left the online store to jump on their need to buy at the moment. And it is important here to include a discount to push them into making the final decision.

You can also use the feeling of being a part of a small group of privileged people – it has a strong effect on human psychology. Open the way to mobile-only, member-only, or friends & family promos to please your subscribers and convert them to customers. Personalized emails could also be for a known birthday or anniversary.

Limited-Time Offer

You create an offer, that will not decrease your margin and make it available for a limited time by adding a countdown timer.

Limited time offers play on the well-known fact that people crave scarce things. When you combine a good deal with a time crunch, you have a perfect formula for FOMO and an urgency to make a purchase.
Consider increasing the value of the offer with larger discounts, shipping promos, or “buy one get one” options. You can extend or reduce the timeframe of your offer. Short timeframes create FOMO, while longer timeframes may allow you to make more sales over a greater period of time.

General Sales Promotion

If your brand has a seasonal, holiday or any other planned sale you can email your subscribers to notify them.

Since your subscribers already showed an interest in your brand by signing up for your email list, promoting your upcoming or current sales is a surefire way to convert them.

Grab the attention of your audience by using the exact discount amount in the subject line and highlighting that the sale is happening now. Don't forget to add some of the relevant items that will complement the look. Give your subscribers a kickstart point to surf your website and add items to the cart.

Useful Tips for Your Promotional Email

Focus on the Single Message

The body of the promotional email itself should clearly identify why this promotion is valuable for the subscriber, how to receive it and what it applies to. Stick to one clear message and guide your subscribers to CTA and purchase.

Personalize the Subject Line

People are more likely to open emails with personalized subjects. Rather than sending out mass emails, marketers should include customers’ data, at least their names.

Try to send from a person

In addition to the subject line, the "from" field can have a significant impact on whether your promotional emails get opened, disregarded, or sent to the trash bin. Instead of using your company name, use your (or a teammate's) name to add a more personal touch. People like to read emails from other humans, but ensure to test this out as preferences vary from audience to audience.

How to Measure Effectiveness?

Every marketer needs to estimate the effectiveness of his efforts and find the weak and strong points in the current strategy. The same happens with promotional emails. It is essential to measure the results and improve the following emails so that they perform better.
Here are the most important metrics for the promotional emails:
Open Rate
Stands for the percentage of subscribers who open an email. Open Rate shows how engaged our subscribers are and how effective various subject lines are.
The average Open Rate for the Retail Industry is 23%. Segmentation, which we've already mentioned, helps to boost the Open Rate.

Click-Through Rate
CTR measures how many people clicked on the links in your email. The average CTR percentage for the Retail Industry is 2,12%.

Conversion Rate
The Conversion Rate shows how many people clicked on the link and then completed a specific action. For example, if you included a link for an X-mas sale, the conversion rate would tell you what percentage of the people who clicked the link made a purchase. The average percentage for the Retail Industry is 0,11%.

Usually, these core metrics are displayed on the platform you use for sending out emails. You can find it in the email campaign statistics.

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