How to Craft Promotional Emails that Get Results

BY Rachel Cagle
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Are your clients sending the right kinds of promotional emails to their target customers? Well, that depends entirely on what industry they’re in. According to a report from moengage, consumer behavior around emails varies between industries such as shopping and lifestyle services. Here are a few tips for how to make your client’s promotional emails as impactful on consumer behavior as possible.

How to Craft Impactful Promotional Emails

The Shopping Industry

Customers in Shopping prefer emails that are smartly triggered, dynamically personalized, and sensible to the customer journey,” reports moengage. This includes promotional emails with messaging centered around:

  • Adding new customers to the company’s email subscription list/​activating them
  • Promoting limited-​time deals
  • Transactional information, such as order confirmations and shipping and delivery notifications
  • Gathering customer feedback

Overall, the most effective types of promotional emails in terms of delivery and click-​to-​open rates, unique opens and unique click-​through rates are personalized emails. Moengage recommends practicing dynamic personalization. What does dynamic personalization entail? “With a good personalization program, you can create dynamic groups of products for each customer based on their behavior or personality,” says moengage. “These products can be filtered based on attributes like price range, customer’s favorite category, discount range, etc.” This information can be determined by paying attention to and tracking customers’ behavior, including preferences, patterns in browsing and purchase history.

When it comes to conversion rates, journey-​based promotional emails lead the pack. Journey-​based emails build on personalization and tailor it to where the customer is at in their buying journey. If their browsing history shows they’ve been looking at specific items, your client can raise their awareness by sending emails featuring those and similar products. If the potential customer has left items in their cart, the journey-​based email could remind them their cart is still full. Or if that approach doesn’t work, sending them coupons or reminding them of relevant sales could be the push they need to seal the deal.

The Lifestyle Services Industry

Lifestyle services businesses primarily use promotional emails to improve engagement, conversions, activations, retention, and more, says moengage. Common email content utilized by this group includes:

  • Encouraging customers to engage with the brand/​business (e.g. reminding them of upcoming events or new content)
  • Reactivating customers who have put their services on hold
  • Converting users who have shown an interest in the company, but are still on the fence about making purchases
  • Inviting feedback from happy customers

Unlike the shopping industry, the lifestyle services industry relies on broadcast promotional emails. Broadcast emails used in this industry offer marketers a healthy mix of delivery, click-​to-​open, unique click-​through and conversion rates, as well as unique opens, with minimal unsubscribers. Broadcast emails are modern-​day email chains, says moengage. They’re your generic email blast that goes out to a brand’s entire customer base. You may not think they’d be overly effective, but as long as your lifestyle services clients utilize the messaging in the bullet points above, you may be surprised by the results.

Which Types of Emails Do Your Client’s Target Audience Want to Receive?

Of course, there are many product and solution varieties within these two industries. Your client may want more information before they switch up their promotional email strategy. You can find that personalized information on the target audience’s profile on AudienceSCAN on AdMall by SalesFuel. There, you’ll be able to see what percentage of the audience took action after receiving email ads within the last year. You’ll also be able to compare different types of messages to see which your client’s target audience prefers receiving from businesses. The more information you have on your client’s target audience’s email preferences, the better.

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