Craft
Promotional Emails That Don't Feel Like Promotions
Every DTC brand sends promotional emails. Almost none of them are interesting. The problem isn't the offer - it's that the email announces the offer before it earns the reader's attention. Fix the structure and the results follow.
Here's what most promotional emails look like: a big hero banner that says "20% OFF SITEWIDE," a button that says "Shop Now," and a footer. Maybe a short line of copy wedged between the two. The brand spent money creating the discount and almost no time thinking about the email itself. Then they wonder why click rates are flat.
The discount isn't the problem. Discounts work. The problem is the email is structured like a flyer, not like communication from a brand a person actually cares about. If you want your promotional emails to perform, you have to earn the click before you ask for it.
Readers Decide in Two Seconds
When someone opens your email, they make a near-instant judgment: is this for me, right now, or is it noise? A giant discount banner tells them nothing except that you want their money. It triggers the same mental reflex as a grocery store circular. Fine for circulars. Bad for brands trying to build loyalty.
The opener of your email - the first line of copy, the first visual, whatever leads - has to do something other than announce the sale. It has to make the reader feel like the email is about something. A story, a moment, a point of view, a problem worth solving. The offer can come right after. But it can't come first.
The Wrapper Strategy
Think of a promotional email as having two layers: the wrapper and the payload. The payload is the offer. The wrapper is everything that makes a person want to receive it. Most brands skip the wrapper entirely and wonder why engagement decays after the first send of a new campaign.
Wrappers don't have to be long or elaborate. They just have to be real. A few things that work well:
- A specific reason for the timing. Not "summer sale" - but why this week, what's happening, what's changing. Specificity signals intentionality.
- A product story. Lead with how one product came to exist, or a detail most people miss. Then connect it to the offer.
- A customer use case. Not a testimonial quote. A concrete, specific scenario - a real way someone uses what you sell - that makes the product feel alive before you put a price on it.
- A contrarian take. A short, honest opinion about something in your category. It doesn't have to be spicy. It just has to be yours.
- Behind-the-scenes texture. Something from the production process, a material choice, a founder decision. Anything that makes the brand feel like a place, not just a storefront.
None of these require a copywriter on staff. They require knowing your own product well enough to say one true, interesting thing about it.
Short Doesn't Mean Lazy
There's a common belief that promotional emails should be short because people don't read. That's partially right - people don't read bad copy. They do read copy that's relevant to them, well-paced, and worth their time. The goal isn't length. It's density. Every sentence should carry weight. Cut the filler, keep the substance, and don't mistake brevity for stripping out all the thinking.
It doesn't require a lot of time - it requires knowing what you want to say before you open the email builder. The difference between an email that feels like communication and one that feels like a push notification with formatting is almost always that: one had something to say, and one didn't.
The CTA Is Not the Climax
By the time they see your button, the decision should already be made. The button is a formality. If your copy hasn't done the persuasion work, the button won't save you.
This reframe matters a lot for promotional emails. If your entire email is a header image and a button, the button has to do all the persuasion on its own. It won't. Buttons are closers, not openers. The copy before the button should make clicking feel obvious - almost like relief. "Yes, I want that, here's how I get it." That's the sequence you're after.
Also worth saying: "Shop Now" is not a call to action. It's a placeholder. "Get the [specific product]" or "Grab it before [specific date]" or even just "See what's on" is more specific and more honest about what happens next. Match the button text to what the person is actually clicking into.
Segment Before You Send
Even a well-written promotional email will underperform if it goes to the wrong people. Someone who bought from you last week doesn't need a 20% off email - it either feels like a slap in the face or it trains them to wait for discounts. Someone who hasn't opened in four months probably needs a different wrapper than someone who opens every send.
At minimum, run two suppressions before any discount broadcast: exclude anyone who purchased in the last 14 days, and consider a separate version for subscribers who haven't opened in 90 days. In Klaviyo, both are straightforward segments - "placed order in last 14 days" and "has not opened email in last 90 days" are built-in filters. For the re-engagement group, lead the wrapper with curiosity rather than price: a product detail, a use case, something that earns attention before the offer appears. Same discount, different opening line. That's not extra work - it's just using what you already know about your list.
Frequency and Fatigue
If you send promotional emails every week with no wrapper and no variation, your list will train itself to ignore you. Not because they unsubscribed - because they learned that your emails don't have anything in them worth reading. That's a harder problem to fix than a bad subject line.
A practical signal to watch: if your broadcast open rates are declining month over month without a meaningful change in list size, that's fatigue, not seasonality. A reasonable cadence heuristic is no more than two promotional sends per week, with at least one non-promotional send between them. And when the promotional sends do go out, the wrapper is what keeps the list from going numb. A story, a reason, a point of view - something that gives people a reason to open even when they're not actively shopping. When they are shopping, they already trust you.
Where Kaydence Fits
The challenge with all of this is that it takes genuine knowledge of your product and your audience to execute. That is what our team spends the first weeks of an engagement building: we study your products, your store copy and the way you talk about them, then write the flows and design the creative to match. The judgment is the deliverable, not the volume.