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How to Make a Promotional Email?
How to Make a Promotional Email?

In this article, learn how to create effective promotional emails, from defining purpose and audience to design, content, and testing.

Daria Kovalova avatar
Written by Daria Kovalova
Updated over a week ago

How to Make a Promotional Email?

Promotional emails are an essential part of digital marketing and e-commerce. They can announce new products, share exciting discounts, or simply keep customers engaged with your brand. Creating a compelling promotional email requires careful planning, creative strategy, and a clear understanding of your audience's needs and preferences. This article will guide you through the process of making an effective promotional email.

Define the Purpose of Your Email

Before you start crafting the promotional email, it's important to clearly define its purpose. What do you want to achieve with this email? Are you launching a new product, promoting a sale, or trying to re-engage inactive customers? The purpose of your email will guide its content, design, and call to action.

Understand Your Audience

A successful promotional email is one that resonates with its recipients. Therefore, understanding your audience is crucial. Segment your email list based on relevant criteria, such as previous purchase history, demographic information, or browsing behavior. This will allow you to tailor your message to the specific interests and needs of different groups within your audience.

Craft Your Subject Line and Preheader

The subject line and preheader are the first things your recipients see, so they need to make an impact. They should be enticing and give a clear indication of what the email contains. A compelling subject line can significantly improve your open rates, while a well-crafted preheader can provide additional context and encourage recipients to read further.

Subject Line

The subject line should be engaging and convey the main message of your email. Keep it short and to the point, and try to evoke curiosity or excitement. Personalizing the subject line by including the recipient's name can also increase open rates.


The preheader is a short summary that follows the subject line in the inbox. It provides an opportunity to expand on the subject line and give more information about the email content. Use this space to highlight the key benefit or offer in your email.

Design and Content


The design of your promotional email should align with your brand identity and be visually appealing. Use a clean, uncluttered layout that makes your message easy to read. Images can greatly enhance your email, but they should be used thoughtfully and complement the text rather than distract from it.


The content of your promotional email should be concise, engaging, and focused on the recipient. Highlight the benefits of your offer and why it's relevant to the recipient. A clear and compelling call to action (CTA) is a must. This could be a button or a link that directs the recipient to your website, product page, or any other relevant destination.

Testing and Analytics

Before sending your promotional email, it's advisable to test it on different devices and email clients to ensure it displays correctly. Once the email is sent, use analytics to track its performance. Metrics such as open rates, click-through rates, and conversion rates can provide valuable insights to help you refine your future emails.


Creating an effective promotional email involves a combination of clear goal-setting, understanding your audience, crafting compelling subject lines and preheaders, thoughtful design, engaging content, and thorough testing and analysis. By following these steps, you can create promotional emails that not only grab your recipients' attention but also drive them to take action. Whether you're a seasoned marketer or a small business owner, mastering the art of promotional emails can significantly boost your marketing efforts and contribute to your business's success.

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