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Project Context

Ongoing evergreen flows for Cocolili (welcome), WooCommerce (cart abandon), and Fritz Fryer (review request).

Role

Mapped journey logic in Mailchimp & Campaign Monitor, designed templates, and set UTM tracking.

Key Learnings & Next Steps

• Modular Blocks: Reusable components cut template build time by 40%; plan to extend to cross‑sell flows.
• Tools Used: Mailchimp · Figma · Campaign Monitor · GA4
• Cart Timing: A 1‑hour cart reminder outperformed 24‑hour by +7% recovery.
• Review Flow: 60‑day post‑purchase timing yielded a 52% open rate; try adding a 45‑day mid‑point reminder next.

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What Is a Promotional Email?

Promotional emails are the core of eCommerce communication, used for sales, product launches, restocks, or limited-time offers. But to cut through inbox noise, they need more than a “SALE” headline.

A good promo email isn’t just a flyer, it’s a visual, strategic, and psychological experience.

Key Elements of a High-Converting Promo Email

Subject Line

• Keep it short, curiosity-driven, or urgency-based.
• Use emojis strategically (if aligned with brand tone).
• Examples:
  • “Back in stock, Your favorite’s here”
  • “Final hours: 30% off ends tonight”
  • “Hey Jasmine, just for you – early access!”

2. Preview Text

Use this like a sub-headline.
Bad: “View in browser”
Great: “New season, new sleepwear. 30% off ends tonight!”

3. Hero Image & Headline

This is the attention hook. Avoid overloading with text.
Use whitespace and powerful, brand-aligned imagery.

4. Clear CTA (Call to Action)

• “Shop Now” is fine—but tailor it when possible.
• Try: “See the Drop”, “Start Your Set”, “Grab Yours”
• Make it mobile-friendly: contrast color + tappable size

Visual guide to the four key elements of a high-converting promotional email.

Mock Email Layout (Promo)

Here’s a sample layout I’ve used:

[Logo]
[Hero image: Product in use, clean background]
[Headline]: “Your Favourites, Now 30% Off”
[Copy block]: 2–3 lines. Emotional + Benefit-led.
[CTA Button]: “Shop The Sale”

[Spacer / Divider]

[Product Grid: 2–3 items with prices + tags]
[Secondary CTA]: “Explore All Styles”

Design notes:

• Keep max width: 600px
• Use ALT text + mobile stacking
• Add fallback colors in HTML if coding
• CTA button contrast = key for CTR

A/B Testing Tips

• Test Subject Lines: urgency vs. storytelling
• Try Header Options: Image with overlay vs. text-only
• Experiment CTA styles: Outline vs. solid button
• Send Time: AM vs. PM vs. “last-chance” resend

In one campaign (Fritz Fryer Sale), changing CTA from “Shop Now” to “Claim My Discount” increased CTR by +2,800%.

What to Track in GA4 / Email Reports

• Open Rate (subject/preview performance)
• Click-Through Rate (design/copy effectiveness)
• Heatmap (what got clicked?)
• Conversions from link (via UTM tracking)

Example: My “January Sale” campaign for Fritz Fryer earned £414.90 in tracked revenue directly from email.

BONUS: Flash Sale Strategy I Use

Email	Time	Purpose
Launch	Day 1	“Sale is live” + bold CTA
Reminder	Day 2	“Shop before it’s gone”
Last Chance	Day 3	Scarcity-based headline + final push

Results from My Promotional Campaigns

• Open Rate: Up to 45.6%
• CTR: Up to 36%
• Revenue Impact: Email-led purchases tracked via GA4 + Shopify

Final Thoughts

Promotional emails need more than flashy headlines. With smart UX, intentional CTAs, and tested strategies, they can become your most powerful revenue drivers.