How many emails should a promotional campaign have?

Three to five: a teaser or early access email, the launch announcement, a reminder, and a last-chance email, plus an optional thank-you.

How often can I run promotions?

Often enough to drive sales, rarely enough that customers still pay full price. Plan them around seasons and launches on a calendar.

Should I send promotions to my whole list?

Start with the whole list for major sales, but segment where you can: VIPs get early access, recent buyers may get a different message.

What makes a good promotional email?

A clear offer, a clear deadline, one main button and a reason the offer exists, such as a season, a launch or a celebration.

Promotional Email Campaign: How to Plan a Sale or Launch

A promotional email campaign is a short burst of emails around a sale, product launch, seasonal offer or event. The most reliable structure is four emails: early access or a teaser, the launch announcement, a mid-campaign reminder, and a last-chance email on the final day. Give every campaign a clear offer, a real deadline and a reason it exists, and plan them on a calendar so promotions support your brand rather than cheapen it.

The four-email campaign

Email	When	Job
1. Early access or teaser	1 to 2 days before	Build anticipation, reward VIPs
2. Launch	Day 1	Announce the offer clearly
3. Reminder	Mid-campaign	Highlight best sellers or new angles
4. Last chance	Final day	Urgency: ends tonight

Example (fashion boutique)

Email 1: Subject: You get first pick tomorrow. Body: Our seasonal sale starts Friday, but subscribers can shop from Thursday 7 p.m.

Email 2: Subject: The sale is live: up to 40% off. Body: Three best sellers, one button.

Email 3: Subject: 5 pieces almost sold out. Body: Low-stock items with sizes left.

Email 4: Subject: Last day: sale ends at midnight. Body: Short and direct.

Example (gym or studio)

Email 1: Subject: Your New Year spot is reserved. Body: Members can bring a friend free in January.

Email 2: Subject: January offer: first month for $[price]. Body: What's included and how to join.

Email 3: Subject: Classes are filling fast. Body: Timetable and popular classes.

Email 4: Subject: Offer ends tonight. Body: One line and the join button.

Plan the year

Map your promotions on a calendar: seasonal sales, product launches, anniversaries, holidays relevant to your customers, and your own quiet months that need a boost. Leave space between campaigns so regular-price sales still happen.

Writing the offer

Be specific: "20% off all knitwear" beats "big savings".
Give the reason: end of season, launch, birthday, a thank-you to subscribers.
State the deadline in the subject or first line.
Show the products customers are most likely to want.
One main button per email.

Segment where you can

VIPs and repeat buyers: early access.
Recent buyers: consider excluding them from deep discounts on what they just bought.
Inactive subscribers: a lighter version, or exclude them to protect deliverability.

Measure it

Track revenue per email and per recipient, not just opens. Compare with your regular weeks so you know whether the promotion created new sales or just moved them.

For subject line inspiration, see our subject line examples, and for writing the emails themselves, how to write a promotional email. See where promotions fit in the email marketing playbook.

Promotional Email Campaigns: How to Plan a Sale or Launch (With Examples)

The four-email campaign

Plan the year

Writing the offer

Segment where you can

Measure it

Frequently asked questions

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