5 Must-Have Elements of a Promotional Email (With Examples)

 

Don’t we all wish to write the perfect promotional emails? With an insight into the must-have elements, now you can. Nearly 80% of retail professionals indicate that email marketing is one of the most significant customer acquisition and retention drivers.

As marketers, we constantly experiment with our email strategies to boost our business. Most of us pay extreme attention to email marketing and are on the lookout to increase engagement, drive up clicks and optimize performance for our company.

49% of customers said they would like to receive promotional emails from their favourite retail brands every week. To help you on your way up, we have put together the five must-have elements that make a solid and high-converting promotional email, along with examples of emails that got it right. Let’s get right into it!

5 Must-Have Elements Of A Promotional Email

Yes, all promotional emails are different and vary according to the brand. There are, however, some elements that remain constant and successful throughout:

1. Value Proposition

A value proposition is an email that concisely explains the benefits you get from availing of the offer. It is crucial to have a clear and expressive value proposition that explains to the reader why they should care about it and take action.

As an example, take a look at the value proposition of Speedo:

It addresses two pain points of customers:

● Sustainability

● Free delivery

1. Image & Visuals

Research suggests that the human brain processes visuals 60,000 times faster than text. It is why images and visuals are a must-have for all promotional emails. It gets the message across immediately.

An excellent example of this is the email from Rip Curl, who made a great promotional email to launch their new GPS watch. It is a high-quality image that tells us all you need to know. Such an image will inform the reader what the email is about, even if they don’t go through what you’ve written. The picture gives away even what they don’t say.

1. Call To Action

Research shows that personalised CTAs convert 202% better than default versions. A promotional email is the most high-converting when there is a call to action button. It is because a call to action button makes it clear to the reader what the next step is and encourages them to click on it for action. Research shows that personalised CTAs convert 202% better than default versions.

These key pointers are essential when making your CTA:

- Size: It needs to be large enough for the reader to see it. It is so much more attractive than a linked piece of text.

- Design: CTA buttons use gradients, shadows, and other effects that make them stand out and immediately catch the reader’s attention. It makes the CTA pop in the email you’re aiming for.

- Colour: It’s all about getting the reader’s attention for as long as possible. The colourful CTAs and contrast with the background are more noticed and clicked upon.

Here’s how Milligram does it, and we have to say, they leave no opportunity to prompt the recipient to take action immediately.