Optimizing Customer Communication: Creating Better Promotional Emails
Miguel Nicolás
08/04/2025
-
By creating better promotional emails, we optimize communication with customer and improve conversion rates.
-
-
Every email we send to our customers is important. From the welcome email to transactional ones, including newsletters. Each of them, at its stage of the conversion funnel, plays its part in shaping the customer experience.That is why we have written this article on promotional emails, where you will gain a better understanding of the relevance of these messages. We are going to do it the way we like best: with plenty of real, proven examples.Let’s dive in.
-
The Importance of Creating (Good) Promotional Emails
-
Before jumping into the practical part, let’s get a bit more specific about why we believe these emails are so important within a brand’s communication strategy.In the case of promotional emails, we are directly targeting:
- One-off purchases: these emails are obviously a purchase trigger, since they bring to the user’s inbox either a product they did not know or one they did know but now at a special price (and customers are very price-sensitive).
- Repeat purchases: a customer who has already bought from us is more likely to buy again. Mainly because it removes a lot of the initial doubts and hesitations , they know we deliver and are more receptive to our promotional emails.
- Cross-selling: we never stop emphasizing the importance of segmentation in email marketing, in this case, by creating promotions aligned with the customer’s purchase history and interests. If we send a smartwatch promotion to customers who have bought running shoes, we are encouraging cross-selling between different categories.
In short: communication through promotional emails helps you sell more, sell better, and, as a bonus, build loyalty. -
Examples of Promotional Email
-
Let’s jump right into the practical part. We are going to see real examples and highlight their key strengths, and why we think they are good inspiration for your eCommerce.But one last thing before we continue: while we will be focusing on email design and copy, it is just as crucial to consider everything related to the subject line of those emails.Now yes: let’s start with the examples.
-
#1 – Sales That Create Urgency
-
Urgency is a natural partner to promotions, that “now or never” feeling that drives decision-making. It could be due to low stock or the limited timeframe of the offer.Pearly knows this well, it is the foundation of their business model. Their teas and refreshing drinks are always limited series, so when users receive an email like this, they know the offer will not last forever:
-
-
This promotional email works because:
- The 25% discount is the hero, and it is also framed as a flash offer.
- The structure is solid, as we scroll, we encounter the “buy matcha” call-to-action three times and the discount twice.
- The image is strong, it shows the packaging and the product attractively presented.
- The copy is spot-on. The first paragraph already warns us not to miss the opportunity and gives a deadline (available until midnight).
- Three lines highlight three key product benefits, direct and clear.
-
#2 – Multi-Product Sales
-
We move from selling a single item to showcasing several products across categories. The key is to group related products and give the email a purpose, why not use some light storytelling?In this promotional email from Altitude Sports, they create a scenario relevant to their audience at a specific time: traveling in February. I could email you to sell you a backpack, or I could optimize that communication and sell you everything you need for your next adventure trip.
-
-
This promotional email works because:
- It uses levers that always perform well, like seasonality.
- It encourages us to gear up for travel with trendy products, helping us envision the experience and mentally use the products.
- It shows a curated selection of clothing and accessories, perfect for cross-selling with seasonal items that complement each other.
- It links to categories, but features a large button labeled “all your travel essentials,” taking us to a special landing page. Below the scroll line, there are more generic buttons and a highlighted one: “travel comfortably.”
- Near the footer, it reinforces purchase decisions with trust-building and service elements.
-
#3 – Product Restocks
-
Another great case for promotional emails is when a product comes back in stock after being unavailable.Here is a business with an eye-catching positioning. Fishwife sells something as traditional as canned fish, in markets where it is not so common.I mentioned their positioning because, rather than presenting themselves as an old-fashioned brand, they have leaned into a healthy lifestyle and bold design approach.
-
-
This promotional email works because:
- It stays true to the brand, the email design aligns with their site and packaging, grabbing user attention and reinforcing the message.
- The product is the star, and urgency is built in, “if it sold out before, it might sell out again.” The copy supports this and adds social proof with lines like “we sold over 30,000 tins in a week.”
- The call-to-action is direct and clear: “buy anchovies.” Why be poetic or cryptic? Just tell the user what you want.
- It suggests how to serve the product, plus a recipe or tip to make it more appealing. That always helps set the right mood.
-
#4 – Encouraging Repeat Purchases
-
Some products are bought occasionally and do not need replenishing for a long time. But others require maintenance, refills, replacements, or simply run out.For those businesses, maintaining the commercial relationship over time is just as important as the initial sale.There are tons of examples we could use, but this one from Kurk stands out for how it communicates several key points about their dietary supplements in a single email:
-
-
This promotional email works because:
- Everything important is above the scroll line: brand, product, discount, and a clear value proposition, the step-by-step health benefit of the product.
- It grabs attention with the first part, then convinces with the second, here it explains the product’s effects and uses scientific arguments to emphasize the need for ongoing use.
- It uses the “Buy Now” CTA twice, once after the initial explanation and again at the end of the timeline, reminding the user of the discount code.
- The footer reinforces the purchase decision with expert endorsements, a scientific breakdown for those who want more detail, and an FAQ section that clears up doubts.
-
#5 – Standing Out from the Noise
-
Talking about promotional emails without mentioning Black Friday would feel incomplete, but we’ve already covered that plenty of times. So let’s take a different angle and look at how to launch impactful promotions at any time of year.There are tons of strategies for this, but here is a fun and effective one. See how phone case brand Casely grabs their customers’ attention:
-
-
This promotional email works because:
- It surprises the reader, no one expects a brand to talk about Black Friday five months early. But everyone knows what it is and what it means.
- It does not need much explanation, which means they can dedicate the space to visuals and the promo code. For these kinds of products, design is more important than a long technical description.
- It wraps up with a few extras like the referral program, gifts, and of course, a nod to corporate social responsibility.
-
What do you think about this way of optimizing customer communication? Have you picked up a few tricks to improve your promotional emails?