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How to Send A Compelling Promotional Email

January 6, 2020 | Published by Faire

Photo courtesy of Appointed Co.

In a world where our inboxes are flooded with marketing emails everyday, it can be a real challenge to make your content stand out. You need to ensure that customers are aware of your new products and current promotions without overwhelming them. Promotional emails, if done right, can be extremely effective in introducing your line to new customers, retaining loyalty from existing customers, and of course, driving sales. Consider the tips below as the foundation of your promotional and marketing emails. 

Lead with a strong subject line.

A good subject line should give your wholesale customers a specific reason to open your email. Avoid being vague. Instead, communicate the unique benefits of your products, or call attention to a particular selling point. For example, “New eco-friendly coconut candles by Sally’s Scents” is far more compelling than “Stock Sally’s Scents now!” You can also call out a sale you’re having: “10% off handmade stoneware in January!” clearly states the intention and content of your email. When you’re running a sale, take care to eliminate gimmicky and cliche language; lines like “Spring into Savings” are cute, but tell your customer nothing about your brand or products. 

Think mobile-first.

Your customers, like all of us, probably read emails on their mobile phones while they’re on-the-go. This is a major shift from the past decade, and on-phone purchases will only become more popular in the years to come. As a result, all of your marketing emails should be formatted with mobile in mind. Try to keep subject lines to 50 characters or fewer. Photos and text should be crisp, clear, and succinct. In fact, skip excessive copy and let the images and clean design tell the story. Include shoppable links or buttons to drive people directly to your site.

Don’t forget a call to action.

What is the goal of your email? You want your retailers to take a particular action, whether it’s to buy from your new product line or take advantage of a discount offer. Include a clearly defined call to action in every email you send to drive the results you want. For example, “Click here to shop 10% off now” instructs the reader what to do next. Calls to action should always involve a clickable button or link that directs the buyer to the products or collection that you’re promoting. Consider having a call to action at both the top and bottom of your email, in case a customer doesn’t scroll down.

Data, data, data. 

Photo courtesy of Wit & Delight.

For starters, you should always look to see how many people are 1) opening your emails and 2) clicking through to the product page or store homepage. Tracking clicks and open rates helps you determine which of your emails are most effective, and enables you tailor future marketing emails accordingly. You can even A/B test subject lines to see what resonates best with your customers. Create two subject lines for a single email, split your list in half, and see which subject line has higher open rates. Then, model future subject lines off of the winner.

What else can you tell from the information on your dashboard? When you dig even deeper, you can find more behavioral and transactional data. Behavioral data includes cart abandonment and the amount of time spent on a web page or product. Transactional data includes total amount spent, number of purchases, average order value, and past products purchased. All information is vital to your email’s success—and your overall business.


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