Does sending discounts via email marketing ever really work?
Marketing Minute

Does sending discounts via email marketing ever really work?

Today, let’s talk about a neat trick with email discounts that could boost your sales without breaking the bank. It’s like throwing a fishing net – you catch more than you might expect. Let’s get into it!

TL;DR 🎯

Use email coupons, but here's the twist: don’t just target the bargain hunters. Send them to a wide range of customers. Most won’t bite the coupon, but they’ll still end up shopping on your site.

The coupon catch 💸

Think of it like this: you send out a “$20 off if you spend $100” offer. It’s not just a discount, it's a siren song luring customers to your website. And guess what? They often end up buying stuff that's not even on sale!

The surprising stats 📈

  • Ticket tales: A ticket platform tried this and saw a 37% increase in sales. And here's the kicker: 90% of that boost came from people buying stuff without using the coupon!
  • The long game: Even after the offer expired, sales stayed 19% higher than usual. Talk about an afterglow!

Why it works 🤔

This works because it's a nudge. We all need a nudge somethings, amirite? These offers are more than discounts, they’re reminders! They nudge people to check out what’s new, especially if they haven’t visited in a while.

But here’s the catch ⚠️

  • One-size doesn't fit all: This magic worked for a ticket platform. If you're selling, say, handcrafted unicorn slippers, the effect might be different (maybe even magical).
  • The fine print: The study didn’t play around with different types of offers. So, the $10 vs. $20 off debate? Still up in the air.

Making it happen ✅

  1. Cast a wide net: Don’t just focus on the usual coupon clippers. Target a broader audience.
  2. Balance the offer: If your coupon feels like Santa came to town, maybe make it a bit less generous.
  3. % vs. $: Use percentage discounts for store-wide offers, and dollar amounts for specific products.
  4. Opt-in appeal: Jazz up your email sign-up with cool visuals or a video. Show them what’s in it for them. Or try a fun quiz to engage them.
  5. Don't overdo it: Send these offers sparingly. You don’t want customers only shopping when there’s a deal.

So, there you have it. Email coupons can be about more than just discounts – they’re like mini adverts with superpowers. Give it a try and see if your sales net comes up full!

Want to learn more? 🤓

If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.

Quote of the week 💬

"Coupons are the bait, brand loyalty is the catch."

About the author
Gabriel Mays, the Co-Founder and CEO of POPSMASH
Gabriel A. Mays
Gabriel Mays' Website
Co-Founder & CEO at POPSMASH
Before POPSMASH, Gabe was a Director at GoDaddy and founded two startups. He was also a Marine Corps Captain, serving in Iraq and Afghanistan. He lives with his wife and two kids on Cape Cod, MA.

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