We have examined several promotional mails and we managed to distinguish four most important features of an effective promotional mail. We would like to share a few guidelines in order to make our promotional e-mails more effective. First of all, in order to encourage new clients to make a purchase, it is worth adding a discount coupon or a code to a promotional email. Secondly, we should never forget about our regular customers, members of our clubs, and offer them special bonuses. Thirdly, it is worth showing the clients that their opinion is important for us. That is why they should be encouraged to interact and comment on company’s products and services. Moreover, it is good to add images to the profiles on social networks. Last but not least, we should ensure that “Buy now” option is conspicuous.