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Thinking About Writing A Promo Email? Here's What You Need To Know.

Picture this: You’re a business owner who wants to spread the word about your products and services to your target audience. You’ve invested your time into curating an awesome social media following across multiple platforms… But it’s just not enough! So you sign your business up for an email marketing platform that allows you to be present in the inboxes of your past, present and even future customers! You explore the versatility of having a monthly email newsletter, and even consider incorporating an ecommerce option into your email! Since that point, your business prospers like never before!

Alright, alright, we know that this scenario is a little far-fetched, but hear us out! Incorporating email into your business’s marketing efforts can yield great results when done right! Email is one of the most effective digital marketing channels to reach potential and existing customers.

After attending the coveted MailCon Email Marketing Conference earlier this year, our team learned a thing or two about what it takes to create an effective email campaign. In this blog, the team at Fox & Forth are here to discuss all you need to know about writing a promotional email for your business, and a few tips to get you started.

What is a promotional email, anyway?

Promotional emails are a simple, yet powerful way to spread the word about your product or service. The objective of promotional emails should be to increase awareness, generate revenue or improve customer retention along with increasing loyalty to your brand.

Promotional emails build trust with your customers by providing them with real value, whether that be a discount, free information, or otherwise. This makes promotional emails a great tool for converting browsers into customers who will trust you and purchase your product or service. Compared to other marketing avenues, email is consistently low-cost, can be used to consistently build relationships within your industry, and can be a wonderful method for targeting a specific market through relevant promotions.

So, what exactly do you need to know when it comes to writing a promotional email for your business? We can easily say that there are a few important qualities that every promotional email should have. Today, we’ll break them down for you!

Quality 1: Establish Positive Relationships.

Congratulations! You just got a new email subscriber. Now it’s time to establish a relationship with them. And what is every great relationship built on? Trust! This should be one of your main goals when crafting your promotional emails. As a business, you should be allotting efforts towards establishing a trusting relationship with your customers right from the beginning. The tone of your email should support a personal feeling by being cordial, but yet professional. Think of it from the position of being a knowledgeable friend who’s offering to help! A few things to consider when creating a welcome email are:

  • Thank your reader for their time.

  • Offer value to your customers early and often.

  • Add a personal touch to the email (if appropriate.)

Let's take a look at what loose-leaf company, DAVIDsTEA, has done to promote the return of a popular tea flavour. This email contains valuable information about the tea in various forms, a testimonial to ensure its quality and encourages the reader to make a purchase.

Quality 2: Offer Something of Value.

Since you have a product, service, or content, you’ve painstakingly created for them, offering your readers something of value should be easy to achieve. Simply offer discounts on your merchandise or services, or promote some of your great content. By offering your audience something of value, you’re not only catching and holding their attention, but you’re also encouraging them to interact with and purchase from your brand. Here are a few tips that you an use to create value in your emails:

  • Share free content that you’ve created.

  • Offer discounts and coupons in your email.

  • Use the benefits of being on your mailing list to solve the needs of the reader.

Quality 3: Capture Your Audience's Attention.

The human attention span is shorter than ever. This is critically important to take into consideration when creating a promotional email. Just because your audience has already shown interest in what you have to say by subscribing to your mailing list, you can’t become complacent. With each new email you send, you need to recapture their attention and entice them to stay engaged with you. Whether you’re selling a product, a service, or a blog post, titling your campaign to address a specific need of your audience is a great way to grab their attention and convince them what’s inside your email is really worth their time. A couple of great ways to catch your audiences attention are:

  • Use urgent language such as: “ENDING SOON!”, “Exclusive!”, “Don’t Miss Out!” etc.

  • Lead with the value you’re offering to your readers.

  • Present a problem that the content in your email can solve.


Promotional emails can be the greatest customer retention driver and an effective revenue generation channel for your business. Creating effective promotional email marketing campaigns requires careful planning and execution. By following the three qualities and best practices noted above, you, too, can maximize the impact of your business’s email campaigns!


Need a little help with your email marketing efforts?

You’ve come to the right place!

At Fox & Forth, we understand that creating an email campaign that yields high ROI can be a difficult and time-consuming task for an entrepreneur. That’s why we’re please to offer comprehensive email marketing services that make your business stand out in every inbox!

To learn more about how we can help, visit our website today at

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