Engagement and promotional

Engagement and promotional emails are designed to encourage participation, behaviour change, or program uptake. They are often campaign-driven, with strong CTAs and a focus on value.

When to use

To promote government programs, incentives or awareness campaigns.
To encourage feedback through surveys.
To sustain ongoing engagement with communities or stakeholders.

Design guidance

Use hero/feature layouts with strong imagery and primary CTAs. Keep copy short, accessible, and action-focused. Limit tracking or complex interactive elements to maintain performance and privacy.

Campaign spotlight template

This template is for campaign emails that need to inform people and drive one clear action. It suits service promotions, seasonal campaigns, and program updates where timing and clarity matter.

It follows a simple structure: descriptor header, hero with CTA, supporting content panel, highlights list, final CTA, and footer. The design is modular, brand-variant driven, and available in standard or fullwidth layouts, so teams can update content quickly while keeping a consistent look.

NSW Email Toolkit

NSW Email Toolkit

Engagement and promotional

When to use

Design guidance

Campaign spotlight template

Engagement and promotional

When to use

Design guidance

Campaign spotlight template

Command Palette

Command Palette

Engagement and promotional

When to use

Design guidance

Campaign spotlight template

Engagement and promotional

When to use

Design guidance

Campaign spotlight template