Product promotion email examples

About 269 billion emails are sent every day making it more important than ever to get promotional content just right.

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Product promotion emails are a way for brands to engage customers specifically about their products and services. It’s also an effective way to maintain engagement between event triggered emails like welcome emails and order confirmation emails. It’s no wonder that a lot of the emails you see come across the inbox are product related emails.

On the outside, these emails may seem easy to build but they’re no walk in the park. Implementation becomes a key component in the strategy for product promotion emails. By segmenting lists by interest, using tokens and other personalization, brands have an opportunity to make an engaging customer experience. Before we get to that though, let’s talk about content strategy!

Product promotion strategic recommendations

Around 269 billion emails are sent every day making it more important than ever to get the content right. Use these strategies to get your product-related emails noticed (and in a good way).

Showcase the brand’s ‘why’

Have an environmentally conscious company? Consider touching on how a product’s materials are sourced, how the product benefits others or the environment, and how your customers can benefit from it. For example, this email from Bellroy focuses on the recycled aspect of their bag and features a gif showing a fun bottle > product transformation.

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Focus on one product

Highlight your best seller or new product by showcasing reviews, quality, and images. Hey, maybe throw in a gif or two? (Check out a few tips and tricks for gifs on our blog.) Take a look at this sneaker promotion from Everlane which features their best selling trainer. Although this one doesn’t have GIFs, it’s riddled with images- from an up-close picture of the product to users wearing the sneaker.

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Tailor messaging to the customer

What’s in it for them? How can this product make their life better? Take a look at this example from Coach. By focusing on the customer, they were able to highlight what matters most: the uses for the bag, its design, and it’s customizability.

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Talk about the details

Share the details that you are proud of and get the customers excited and interested in your product. Good Pairs Day sent this product promotion email that talks about packaging, community, app and has an illustration for each section. We also love the CTA at the bottom “Start your wine adventure today”.

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Have fun with gifs and emojis

Get creative and use gifs and emojis to promote your product and make the email interesting. We love this example from Blume that has a fun copy and gif, a unique CTA, and an emoji in the subject line!

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Use holidays to promote products

Is your product a great gift for an upcoming holiday? Or maybe there’s a national day that celebrates your products or customers? Send an email that talks about the holiday, get customers excited, and promote your best sellers. See how Sugarfina used National Green Juice Day to talk about green gummy bears – cute emoji, strategic copy that talks about healthy ingredients, and fun CTAs.

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Provide ideas on how to use the product

Clothing brand Petite Studio promoted seasonal products by listing outfit ideas for an entire week. The subject line “5 days, 5 looks” hints what’s inside, and in the email, they used images and quick styling tips to get the customers to click and purchase products.

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Educate customers about the product

Provide product education and reassure customers that the product is easy to use. oVertone added two CTAs to the email, the first one, “I’ll take tips”, takes customers to the product education page, and the second one, “Shop now”, takes customers to the product page.

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Showcase customer reviews

Sharing 5-star customer reviews is a great way to promote your product. Men’s care brand Harry’s promoted four products in this example, and they included a unique customer review for each product.

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Promote products as gifts

REI did a great job in this example and presented some of the products as gifts. The subject line supports the gifting theme and says “Snow-Friendly Gifts for Snow-Friendly People” and in the email, they talked about different snow-related products. This is a good strategy especially around the holidays.

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Product promotion implementation details

There seems to be no limit when it comes to product promotion messaging. Here are a few pointers to keep you on the right track and your database of customers delighted, not irritated.

Segment everything

If sending a product promotion email, make sure it makes sense for the audience. For example, if a customer shops at a clothing store but typically buys women pants, don’t send a product promotion for men’s shoes. Segmentation can be achieved by relying on website activity as well as previous product purchases. Not sure if you have the data needed? If you have a data team, ask if they can help set up the mapping between the data warehouse and your email service provider.

Find the right cadence

If you’re a retailer, you likely have a ton of content. So much so that you don’t know what to do with all of it. Test the right sending cadence and ensure communication limits are in place so you’re not spamming customers. This can be done through an operational program to block users from getting more than ‘x’ emails per week (‘x’ is what works best for the brand). Paired with the first implementation tip, you’ll avoid sending too much irrelevant content.

Test across all email clients

If you have access to a tool like Litmus, ensure any newly coded emails are up to snuff- especially those that contain a lot of tables or images. It’s fun to try new email capabilities but make sure it looks good wherever the end user is viewing it.