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In this video tutorial, John Linkin from Ignite Visibility outlines four steps to create the perfect promotional email. The first step is to define your customer, goal, and promotion. Understanding your customer's demographics and segmentation is crucial for tailoring your message effectively. He emphasizes the importance of clarity in your offer, as potential customers prefer straightforward communications and do not want to spend too much time considering your promotions. The video encourages viewers to subscribe for more insights on effective marketing strategies.