Promotional and Sales Campaign

Use this skill only after applying the 00-email-marketing-guardrails skill (../00-email-marketing-guardrails/SKILL.md).

What and why

A promotional email presents a commercial offer and asks an eligible recipient to take a conversion action. [BRAZE-TRANS-01]

Use it only for recipients permitted to receive marketing and only when the offer is relevant to the selected segment. [MC-PERM-01][MC-SEG-01]
Keep promotional traffic distinct from essential transactional messages so service information is not obscured by marketing. [BRAZE-TRANS-01]

State the offer, eligibility, material terms, price/discount, expiry, and exclusions accurately; never fabricate scarcity or use a deceptive subject. [FTC-01][MC-SUBJ-01]
Segment by lifecycle stage, purchase history, product/category interest, geography, and engagement; exclude recent purchasers when the offer would frustrate them. [MC-SEG-01][BRAZE-STRAT-01]
Use one primary CTA that matches the landing page, and keep the message understandable without images. [LIT-ACCESS-01][LIT-QA-01]
Increase frequency or audience size gradually, especially around holidays, and offer a preference or pause option rather than forcing recipients to unsubscribe entirely. [BRAZE-HOLIDAY-01][BRAZE-STRAT-01]
Do not automatically resend to non-openers; open data can be inaccurate and repeated sends can increase complaints or unsubscribes. [LIT-MPP-01][MC-RESEND-01]
Measure delivered revenue, conversion rate, profit or contribution margin, average order value, unsubscribe/complaint rate, and landing-page conversion. [MC-CONV-01][MC-GA-01][BRAZE-METRIC-01]
Test one variable such as offer framing, subject, CTA, content, or send time, and select the winner using the business outcome closest to revenue. [MC-AB-01][HUB-AB-01]