Best Practices of writing & sending Promotional Emails -  Emails are efficient ways of communicating with your customers if you can write converting emails. There are few major types of emails like transactional and promotional emails; you need to apply different strategies to make sales. This article speaks in detail on how to write your first promotional email and send it, with the best email sending practices of 2020. Promotional emails require certain key factors to make it work in the long run. Creating your first promotional email First, you need a mailing list. Choose if you want to send promotional emails to your entire contact list or send it to a segment of contacts. Most of the email marketing platforms like Sendgrid (Caddycode partners) lets you upload contact list via Excel sheets or add contacts to the existing contacts, and segment the list based on various conditions. The common conditions used are: segmenting the contacts based on a recent opened/clicked date. Your mailing list has to be WITHOUT broken emails and contacts that rarely open your emails Once you have selected the list, you need to identify the target/reason for promotions before you start creating the email content. To do so, decide on a target (or CTA) for the email. For example, if you want to finish the stock of your hardcopy book, you could offer a 20% discount for a select group of best customers that have a good purchase history. Your target audience also plays a role in the email content. Knowing the characteristics of your audience helps you to create a compelling offer at the right time. Example of choosing the target audience: a segment of customers that previously showed interest in your novels, eBook and have bought more than 3 of your products recently. Once you’re clear with the mailing list and target audience, we will create draft subject lines for the email. For the above example of 20% for the hardcopy book, you could write a subject line such as 20% off, can I treat you with my book? Or open this email before 30Aug. Create subject lines with a normal conversational tone; for better open rates, it’s a good practice to include the discount rates and avoid using flagged words like buy or money or even free. Create 1-4 draft subject lines before you write the actual email Remember: subject lines should be relevant to the kind of audience you reach out to. Best converting subject lines are not made by God, but rather by you focusing on the pain points of your audience and connecting the points with subtle words. To do this, you need to test 4 different groups of subject lines for each email with the same group of audience. After email subject lines, write the pre-header email text. This text gives a preview of your email and helps the reader to understand the email content in a short sentence. Think of it as a movie trailer or the back cover of a book, but the content is condensed in a short sentence. The more engaging and curious the pre-header text, the more chances of opening the emails While the target audience helps to adjust the email content and the overall email strategy, it’s a good practice to try various strategies and stick with a few that give results from each segment of customers. Tips for promotional email content To get more clarity on promotional emails and to give you actionable steps, we asked our long term in-house content writer and a few best copywriters to share their knowledge on the best practices for writing email content. Write the content as you would write a message to a friend. Create curiosity in subject lines and keep it real without luring readers with click-bait. If you need to use pictures, get it from Freepik, a free image resource website. Keep the content concise with smaller chunks of paragraphs, and include only one call to action (CTA). For converting CTA: provide the actual URL of the target page without shortening it, or try using a wide green colored button. Use a human name in the sender email address instead of a brand. Example: email@example.com. Because in general, people like to read emails from other people. If you’re feeling adventurous, sign up for Ben Settle’s daily email newsletters and learn to make sales from promotional emails. Pro tip: Hire a freelance copywriter or specifically email copywriter for converting email content Promotional emails are the best ways to spread awareness on your product/service and drive sales. HubSpot, the software vendor of inbound marketing, highlights that “35% of marketers send their customers 3-5 emails per week” and “73% of millennials prefer communications from businesses to come via email.” Knowing these stats, you need to first believe that customers care to know about your products/services and send emails on a regular period. Measuring your promotional emails Here are 3 ways to measure email activity: An email marketing software like Sendgrid (Caddycode partners) can give you insight on email activity, especially link click activity. You want to track open and click rates for every email you send, and these options are turned on by default on Sendgrid. A/B test your emails to optimize results. Test different subject lines & CTA, test emails with pictures and emails with a plain layout, but always test one element at a time to get conclusive results. Use Google Analytics to track metrics on target pages like your product/service landing pages or payment form which you redirect readers through email CTA. This gives you conversion data from your email efforts. Inspecting promotional emails before live Follow this checklist before you launch your emails live: Test your emails with various email providers and check for spam filters Check email compatibility on mobile devices; also check if the email content and images are adjusted for dark mode, larger screens such as tablets etc. Check if the unsubscribe link, macro fields elements like first name etc. are working as it should Finally, schedule emails to send during the weekdays, ideally Monday – Thursday Final Thoughts Personalize your emails and send it at regular intervals to gradually build trust. As you send emails, you might make mistakes, it's okay, keep going and you will find out the best way of making sales by yourself. Come back to this article whenever you are stuck in sending promotional emails.