Blog

Promotional Email Best Practices

September 25, 2018 / 6 minute read / By Michele Salerno

Steps to Help Retailers Send More Successful Emails

In today’s online landscape, keeping your customers engaged can feel like shouting into a hurricane. Between endless ads, social media blasts, and YouTube binges, their attention is a precious commodity. That’s where personalized email marketing comes in. It is your direct line to their inbox, a chance to cut through the noise and resonate deeply.

Ready to transform your emails from forgotten texts to captivating conversations? Here are three ways to do that:

#1: ‘Sent From’ Addresses are essential to any email you send. People want to know who is writing them.

Ever wonder why people open emails? It’s like peering through a closed door: who’s on the other side? The “From” field is your window, a chance to gain your recipient’s trust and spark curiosity. But how do you craft the perfect opening?

How to create the right ‘sent from’ address:

Be recognizable:
Would your audience recognize your name? Use it if you’re a familiar face. For businesses, your brand name works wonders.
Show, don’t tell:
Instead of “Company Name,” try “The [Brand Benefit] Team.” This tells them what to expect.
Create an email ‘From’ address
that identifies who you are and what you’re sending. For example:
1. Newsletter: newsletter@companyname.com
2. Coupons: coupons@companyname.com
3. Event Invitation: event_invite@companyname.com
4. Announcement: announcement@companyname.com

Remember, the goal is to intrigue, not confuse:

Avoid generic names:
“Info” or “Support” are bland and forgettable. Add your brand or a specific department to make it more specific.
Don’t be sneaky:
Hiding your identity with “Customer Service” might raise suspicion. Be upfront about who you are.

Pro Tip:

When creating emails, use consistent formatting across your messages. It builds familiarity and trust, making you a welcome guest in your customer’s inbox.

By following these simple tips, you can turn your “From” field into a powerful tool for boosting open rates and building lasting connections with your audience.

#2: Your Subject Lines need to PREPARE and ENTICE

Your subject line is the first impression your email makes. In a crowded inbox, it is the difference between a click and a delete. But crafting the perfect one isn’t about shouting; it’s about intriguing and informing.

How to catch attention with relevant subject lines:

Briefly preview the email’s content.
Example: “Exclusive Deal: Save 20% on Your Favorite Shoes”
Highlight the benefit.
Example: “Boost Your Productivity: 5 Time-Saving Hacks”
Personalize it!
Adding a name or previous purchase can grab attention. Example: “Hi [Name], Your Order #12345 is Ready!”
Beware of “Trash-bin” Subject Lines:
Subject Lines that look like SPAM are trashed! Avoid the following in your subject lines:
1. Excessive punctuation !!#@$??
2. Symbols such as $ or *****
3. WORDS IN ALL CAPITALS
4. Using RE:
5. Vague subject lines:
6. Hey you
7. Check this out!
Run A/B Tests:
Test different options with A/B testing to see what resonates with your audience.
Keep the subject line short and sweet:
50 characters or less (and 20-30 characters with spaces for mobile).

Pro Tip:

When writing email subject lines, instead of yelling “HEY!”, whisper a benefit, surprise, or question that sparks curiosity. You can also add a touch of personality (like a well-placed emoji) to make it feel like you’re talking to a friend, not just an inbox. This can help improve the open rate of your emails.

#3: An Image Says 1000 Words, Which Maybe Too Much

Images can be powerful, attention-grabbing tools to engage your audience, but using them effectively requires a strategic approach.

Key dos and don’ts for retail email images:

DO:

Focus on clarity:
Avoid busy backgrounds or overwhelming visuals that compete with your message.
Link to larger versions:
If your image deserves a closer look, consider linking it to a larger version on your website.
Support your message:
Choose images that directly relate to your offer or blog. Generic visuals won’t resonate with your audience.
Write descriptive alt text:
This hidden text tells people what your image is about, even if they can’t see it. It’s essential for accessibility and email clients that block images by default.

DON’T:

Overdo with visuals:
Remember, the image is a supporting actor, not the star of the show. Keep it simple and focused.
Link everything:
Don’t turn your email into a click-through slideshow. Reserve links for key images that offer additional value.
Use generic visuals:
Stock photos rarely resonate with your audience. Choose images that reflect your brand and message well.

By following these tips, you can make sure that your email images are working for you, not against you. And that they will capture attention, enhance your message, and ultimately, help you achieve your email marketing goals.

Pro Tip:

When using images in emails, experiment with different image sizes and placements to see what resonates best with your audience. A/B testing can help you discover the sweet spot for visual engagement and use the optimal frequency of graphics.

Email marketing is by far the most cost-effective way to promote your business. Discover how our Digital Marketing Team at Celerant can help you turn those clicks into customers.

Download our ebook: How to send personalized and automated email campaigns

Promotional Email Best Practices

Steps to Help Retailers Send More Successful Emails

#1: ‘Sent From’ Addresses are essential to any email you send. People want to know who is writing them.

Be recognizable:

Show, don’t tell:

Create an email ‘From’ address

Avoid generic names:

Don’t be sneaky:

Pro Tip:

#2: Your Subject Lines need to PREPARE and ENTICE

Briefly preview the email’s content.

Highlight the benefit.

Personalize it!

Beware of “Trash-bin” Subject Lines:

Run A/B Tests:

Keep the subject line short and sweet:

Pro Tip:

#3: An Image Says 1000 Words, Which Maybe Too Much

Focus on clarity:

Link to larger versions:

Support your message:

Write descriptive alt text:

Overdo with visuals:

Link everything:

Use generic visuals:

Pro Tip:

Retail Resources You May Be Interested In…

SGE Is Changing the Way Your Website Ranks on Search: Here’s What Retailers Can Do

Template vs. Custom-Built eCommerce Websites for Retailers

Best Practices for Inventory Management for Small to Medium Retailers

About Celerant

Learning Center

Partners

Promotional Email Best Practices

Steps to Help Retailers Send More Successful Emails

#1: ‘Sent From’ Addresses are essential to any email you send. People want to know who is writing them.

#2: Your Subject Lines need to PREPARE and ENTICE

#3: An Image Says 1000 Words, Which Maybe Too Much

Share this entry

Retail Resources You May Be Interested In…

SGE Is Changing the Way Your Website Ranks on Search: Here’s What Retailers Can Do

Template vs. Custom-Built eCommerce Websites for Retailers

Best Practices for Inventory Management for Small to Medium Retailers

About Celerant

Learning Center

Partners