Write promotional emails

1. Tailor your promotional messages by segmenting your email list based on their characteristics.

For example, you can segment by age, gender, country, date added, job title, industry, average site order, and even research what holidays, events and product features users prefer.

2. Write sales and special offer emails that include reminders of what and why users love your product.

For example, make recommendations based on a recipient’s last purchase or send a back in stock email.

3. Create account upgrade emails that are included along with helpful performance updates, to combat the negative image that comes along with upgrade requests.

For example, have the invitation to upgrade to a paid or more expensive version at the bottom of a How to get more from email.

4. Make event and invitation emails that highlight exclusivity, such as an early access email.

For example, Nextdoor sends a holiday email to specific subscribers that says, You have early access to the Holiday Cheer Map and also, All Nextdoor … neighbors will have access to the map soon […].

5. Write emails that remain consistent with your brand, image, style guide, and tone.

Your audience has expectations for how your message should sound, and will react either positively or negatively, depending on the familiarity.

6. Start with a focused subject line and include preview copy within the first few lines to elaborate.

This helps to provide enough context in the email, so readers understand why they are getting the message. Your title should be clear, simple, fewer than 50 characters, formatted with correct capitalization and punctuation, and either fulfill a desire or squash a pain point.

7. Use active language, the second person “you”, and a single call to action.

For example, a passive sentence looks like, “The report was completed last Friday by Tom,” while the active version is, “Tom completed the report last Friday.”

8. Use one clear CTA per email and place it lower in the email, to give users the chance to read the copy first.

Use the AIDA formula – attention, interest, desire, action – to create your email copy. The action (CTA) should come after grabbing the users’ attention and creating desire for the offer.