Let's face it – getting noticed in your customers' overflowing inboxes is no easy.
With everyone and their dog (we love dogs) sending out promo emails, it's like trying to stand out in a crowded room.
Your discounts?
They often end up in the spam/trash pile (or the Promotions tab) faster than you can say "discount."
Sorry.
But we can do better, all together!
Today, we'll find and identify the best practices to send the offers, at the right time, to the right people, and grab your customers' attention, with:
Discount code emails!
The trouble is, not everyone knows how to use discounts effectively.
Often, it's the default, when we don't know what to send.
When overused, discount emails run can chew away your revenue and even lose some LTV: your customers (and I do the same) will quickly learn to wait for the next promotion before buying anything.
But even before overusing this, there could be issues, or at least questions to answer first:
- Should we always do the same promotion?
- Which promotion level should we do?
- Savings? Offers? Free gifts? What's the best way to phrase our discounts?
- Are we doing too much discounts? Will customers wait before making their next purchase... or delay it undefinitely?
That's where we come in.
In this blog post, we’ll show you great examples of discount code emails to send to your newsletter subscribers and why they work.
Specifically, my goal is to make sure that you never again mention a "discount", but make tsure that there are dozens of available discount types you can use, depending on what your goals are.
So, we've got you covered.
Also, ll these examples are available on Panoramata, a perfect tool if you want to check out discount emails (and more) and prepare for your email campaigns by viewing past campaigns run by different brands.
The Email Discount Checklist
There are several things to keep in mind before sending your next discount email.
I'm not here to give you meaningless directions, but a clear checklist that make sense for 100% of the business using discounts - these are my learnings after working with +300 companies and sending millions of emails with discounts.
Before your next discount, you should make sure to:
- Consider Discount fatigue: make sure you're not doing the same discount too often, to the same audience. If your whole audience database receive 20% discounts every two weeks... they'll learn and won't perceive your brand value as before. They'll discount it. So you need to:
- Rotate audiences and/or personalize
- Change the discount type (hence this article, wink wink)
- Set internal rules you have to follow (ie. max 1 discount every month, then another offer if needed)
- Analyze your past campaigns: make sure to review your latest newsletters performed well, and see what you can learn from your recent performances
- Monitor your competitors' campaigns: that's my favourite. Check if there're interesting patterns you could take as inspiration from your competitors. A specific bundle, offer, or way to highlight a promotion.
- Setup your goal (CTR / Revenue mostly)
While sending the discount, and on your website, ensure:
- That it works (of course)
- The purchase experience is optimized - make your discount easy to redeem
- Track everything, so you can measure your performance against the goal you defined earlier.
20 Best In Class Examples of Discount Offer Emails
Here are some examples of discount offer emails from ecommerce brands that you can emulate and be inspired by, plus actionable tips to write emails that will wow your subscribers.
Which discount is the right fit for you?
We created this quiz, based on your goals, to help you navigate this guide easily, and find right away the best discount for you: the ones that would make the most sense:
Welcome discount
A new sign-up is an opportune time to offer a discount. This gesture makes subscribers feel welcome and sets the tone for your (hopefully, long) relationship going forward.
Nick’s Ice Creams knows this well. In the email below, they feature a big photo of their keto bars. And if that doesn’t entice the subscriber, the limited-time discount code they give just might get them to add to cart.
Abandoned cart discount
Another goldmine of opportunity to get your subscribers to convert is through a perfectly-timed discount email after they add items to their cart without checking out.
You already know they’re interested in your products so cast away any hesitation with an ample discount and they’ll come running back.
This abandoned cart email from Graza serves a dual purpose: it reminds the shopper of their abandoned cart while offering a discount for a bundle of their olive oils.
There’s also a witty headline (“Life’s too short to cook with bad olive oil”) and a money-back guarantee at the bottom. It’s an email that covers all the bases.
Reengagement discount
A good “We missed you” email can be beefed up with a generous discount. It reminds subscribers of your brand, lets them know you care, and is a good excuse for a discount promotion.
Frankies Bikinis’ discount email informs the subscriber that they have 15 percent off everything because “it’s been a while” since they last heard from them. The cool GIF of swimwear picks adds interest, as does the grid of pictures of their bestselling pieces.
Product launch discount
A product launch is an excellent avenue for a discount offer and you don’t even need a brand new product to blast off this kind of email.
Take a look at how Allplants does this with their email about their new and improved mushroom risotto.
It’s not a new launch but it’s attention-grabbing nonetheless. It makes people curious about what’s new about the product and if it lives up to the hype. Couple that with a discount code and they’ll order from you in no time.
Holiday discount
For holiday email inspo, look no further than Javy Coffee.
Since everyone is in a gift-giving mood, the brand riffs off on the holiday with the amusing subject line “Forgot a gift for someone this year - we got you!” They’re encouraging their subscriber to treat themselves post-holiday with this simple email.
Creating the perfect discount email that is about understanding what makes your audience tick. Then you can tailor and send the right message.
The CTA button says “Sip and Save” while below the fold, they include the benefits and value they give. Their discount code is also prominently placed in the email body so you can’t miss it!
Seasonal sale discount
A season-appropriate discount code is a great way to drum up interest in your products.
Here, Parade spotlights their mesh spring underwear perfect for warm weather through a SPRING40 code.
Below the headline, they show photos of the undies and mention that the products are sustainably made. There are several CTA buttons with a unique copy for each.
What catches attention though is the 40 percent off sticker on top of the Shop Now button. It’s very generous, as discounts go, and highlighting it visually is a great move.
Clearance sale discount
Leaf Envy hits all the right marks in this discount email about their clearance sale.
This type of sale already feels urgent because they’re discontinuing the products mentioned but they take it further by adding the reason for cutting out the products.
They also include “Limited quantities, while stock lasts.” to make it feel more immediate.
Lastly, as a final touch, they offer free shipping once a customer meets the minimum amount. These tactics create urgency and ease hesitations effectively.
Back-to-school discount
A new school year signals a fresh beginning for students and should not be left out of your email marketing calendar. Whip out a discount in time for the back-to-school season, as Ugly Drinks does here.
Their copy is relevant (How to Earn All A’s in Hydration This School Year) and easy to read.
They also get right to the point. Remember, you need to be quick with your offer because your subscribers’ attention can be short. So make it short and make it relevant to your subscribers.
Birthday discount
Studies show that brands who use personalization in their marketing have more sales than those who don’t. A birthday email is a great way to inject personalization into your newsletter.
How can you do this for ecommerce?
Treat them to a discount on their birthday! Sending this type of discount email makes subscribers feel special, leading them to connect to your brand more deeply.
It’s also a good time to bring up a discount because birthday celebrants are more likely to spend on themselves on this special occasion.
Below, Dazey’s email starts with a funny GIF and uses the headline “It’s your day. Treat yourself”.
They greet the recipient and give the discount code before ending with a Shop Now CTA.
And that’s it! Pretty simple, right?
VIP customer discount
Give subscribers the VIP treatment with a VIP customer discount email.
Emails aimed at VIPs should be part of your regular email rotation because they present an ample opportunity for conversions.
VIPs spend more on your brand and purchase repeatedly–a discount code is a way to give thanks and incentivize more sales.
Dermaflash gives VIP customers both early access and 20 percent off their order, PLUS free shipping.
Their email preheader makes VIPs feel special (“Be the first to shop”). The discount code is shown in bold red so it’s easy to find and the brand also includes suggested items below the fold to entice them to click through.
Discount reminder
Subscribers won’t take up your offer right away so you must remind them of the discount you’re giving.
A countdown email does this but adds a layer of urgency that’s necessary for discount code emails.
This email from Grind says “24 Hours remaining!” and inside, they’re telling subscribers not to forget about the discount. They also mention the discount code again and how much the discount is before placing a CTA button.
They also subtly reinforce their value proposition at the bottom by presenting benefits alongside small icons, which are visually appealing and easily scannable.
Simple plain text discount email
Don’t be afraid of the plain text email. When used correctly, it increases the chances of a sale.
For pointers, look to Crossnet who sends out a discount email with the subject line
“Personally thanking you, [name]” which feels intimate.
The message comes from the founder and is composed of just 5 sentences so it doesn’t take up too much of the reader’s time.
It starts by saying how much they appreciate their customers before going on to introduce their new product and the accompanying discount code (underlined and marked in bold). They also mention that the code expires “tomorrow at midnight” which encourages quick action.
When sending plain text emails, make sure they feel authentic and emphasize the discount code, as Crossnet does.
Referral discount
Here's a gem I wanted to share: HowBlack Wolf introduces their referral rewards program.
The subject line says “Want to get rewarded? 🤑”. Inside, they share their appreciation for their customers and explain what they’ll get when they refer the brand to a friend.
Then, of course, the “How It Works” section gives clear instructions along with the referent’s unique discount code.
I love this email.
Not only because of the design, but also because it clearly highlight both benefits: for the referrer and the referee.
BOGO discount
This Youth to the People email also proves one thing.
You better go straight to the point.
Taking the shorter route with discount emails?
It works.
The buy-one-get-one (BOGO) discount is mentioned in the subject line, so all readers know what this is about.
Once they open the email, then they see photos of the discounted product bundle with short copy about their benefits, right away.
Clear. Simple. How it should be done.
YTTP also includes more photos below the CTA button. Specifically application pictures, which show their textures.
Buy more save more discount
For shoppers, the more they save, the better, right?
We're all like this.
That's why buy-more-save-more discount offers are so effective.
This email from Burrow’ is a great addition to any swipe file because it shows how this type of discount works and play on FOMO/urgency at the same time.
Quick note, to be transparent: this email is part of their Black Friday promotions.
You can already notice how they convey value in their CTA already: “Shop Deepest Discounts”
Then, they sahre all the examples of the different spendingtiers users could use, and the associated discounts.
They also share their main product ranges, insisting on free shipping, which is always a welcome incentive (who wants to pay for shipping?)
Though the email is significantly longer than the other emails previously discussed, it isn’t a slog to read through because it’s filled with gorgeous photos of their furniture.
FOMO discount
My favourite.
You can Ttap into the fear of missing out (FOMO) by creating an email emphasizing a limited-time offer.
Exactly as Buffy does with this email.
The subject line is urgent (LAST CHANCE: Deepest Discount of the Season) and inside, the 25 percent off discount is prominently displayed.
I mean, you can't do more than this, right?
They also incite FOMO with the line “But hurry, this code is only good for 1 week!”, which is marked in a bold red font.
And then, they use the red color even more: all original prices (before the markdown) are written in red with a strikethrough.
The email features four products with a short yet persuasive description for each and just one CTA, down below. Buffy’s email creates FOMO while highlighting their products’ quality and relevance to the fall season.
Free item discount
Discounts, discounts. Is there anything else worth sending?
Sometimes, a discount with a gift for each purchase is more impactful than just giving a discount alone.
Aurate’s email is sent out before the anniversary of their best product, offering a gift worth $300 for orders over $300.
The subject line conveys the offer briefly (“$220+ on us (!)”). I love this subject line too, as it looks genuine.
The 24-hour notice also provokes interest and urgency.
For a boost of social proof, Aurate also includes a five-star review alongside a huge product photo and a list of magazines they were “featured in”.
The headline “This ring is on us” and the CTA “Grab my free gift” are both compelling ways to get the prospective customer to click and explore their website.
Limited-time secret discount
Everyone wants to be part of a secret.
Right?
(not everyone is good at keeping them, but it feels... exclusive)
That's why a limited-time offer is good but adding a layer of secrecy makes the discount even more exciting.
Try creating an email about a limited-time “secret” discount code that’s available for as short as 24 hours to stir action. Framing a discount code as something that should be hush-hush makes it feel exclusive.
Hanx’s secret discount email doesn’t rely on just the discount to persuade the reader.
They include social proof in the form of a Trustpilot rating and review snippets, plus a link to read more testimonials.
They make the discount code easy to remember, too, and present separate CTAs for product categories to make browsing super easy.
Mystery discount email
Cupshe sends out this fascinating email about their mystery discount ahead of their Super Bowl sale (which is up to 85 percent off).
The GIF they include adds playfulness to the mystery discount and below, they create anticipation by presenting categorized photos of their swimwear with CTA buttons for direct access to each category.
They also know how to induce FOMO by dedicating a portion of the email to a “back by popular demand section” which they mention is only for a limited time.
Aside from this, they push subscribers to sign up for their SMS updates by giving a discount when they join and submit their phone number. This is a clever move so take notes!
Interactive discount
The gamified discount email is still an uncommon way to inform subscribers of a discount but it can be quite amusing when done right.
How can you make a discount code email more interactive? Heights is a good example.
They start with a subject line that poses the question “Can you solve the discount? 🕵️”. Questions are awesome for increasing email opens so they’re off to a good start.
Inside, they have a crossword puzzle which, when solved, unlocks the discount code.
They also use product photos as a background to the puzzle, which ties it all together. The simple CTA is well-located, just below the answer box.
What really stands out is the copy, from the headline to the email preheader. It shows that the brand is willing to have fun and take risks with its emails while giving value to its subscribers.
Discount Offer Email Template
In case you need a few words to get your gears turning before writing a discount code email, here’s an example.
Subject line: It’s our big (holiday or season here) sale!
Email copy:
Celebrate (holiday or season) with 50% off your next purchase!
GET 50% OFF
You’ve been waiting for this. Buy 3 pieces and get a free gift.
GET YOUR FREE GIFT
The best deals are selling out fast so add to your cart and grab them before they’re gone.
Use code SALE50 at the checkout.
How to write a discount offer message
Stay on brand
There’s nothing more jarring than a departure from the usual way a brand speaks to you in newsletters. Your discount offer email should stay true to your brand’s tone and personality.
If you’ve been addressing your subscribers casually, don’t send a dry and formal email.
Keep it short
Most of your subscribers will give your email a quick scan before they get into the details or decide if they want your offer.
Be brief so the most important details are easy to find.
Focus on benefits
Your discount code email has one purpose: to entice your subscribers into buying. Thus, you should focus on the benefits of your offer.
The rest is secondary.
Optimize for mobile
Almost 50 percent of people open their emails on their phone so make sure your design, text, and CTAs are optimized for mobile viewing.
Always follow up on the discount offer
Don’t just send a one-off email promoting the discount.
Send several messages reminding the most engaged segment of your audience who haven’t purchased during the promotion.
Create a segment of people who opened or clicked on your previous campaigns and remind them of your discount offer.
Sometimes, a follow-up email will do the trick and get them to buy.
What is a discount offer email and why is it important in ecommerce?
A discount offer email is a promotional message sent to customers offering them a special discount or deal on products or services offered by an e-commerce business.
These emails often contain a unique discount code or a link to access the discounted items directly on the website.
Let's face it: in e-commerce, discount offer emails are super important: it's a key lever you can use to drive sales, launch a product, an offer, outsmart a competitor, and more.
They play a crucial role.
Every day, we're asking ourselves: when's the next sale? Should we create it to acquire new cutomers? Improve our LTV?
That's because discounts work.
For any customer (me included), it's an incentive to purchase.
We all want the best deal, right? Discounts are the best way to signal a limited time deal that is supereasy to understand, right away, without calculating anything.
That's why it's super effective and it works both to attract new customers AND encourage repeat purchases from existing ones.
By following best practices and strategically leveraging discount offer emails, as an ecommerce store, you can effectively engage with your audience, stand out in a crowded marketplace/their inbox/their social feeds with your ads, and ultimately...
Generate more sales!
It's what we want, right?
These email examples we're sharing today allow you to promote specific products or categories, clear out excess inventory, or capitalize on seasonal trends, all while providing tangible benefits to your customers.
That wraps up our guide to discount code emails and the best way to advertise a promotion to your mailing list.
Want more ideas and inspiration? Check out our email swipe file with over 100 newsletter ideas you can use for your next campaign.
These examples are taken from Panoramata's newsletter search engine, where you can find emails (including email marketing automations) from any brand you can think of. You can always count on Panoramata for all your email marketing (and more!) inspiration to fuel you all year round.
Take a look at this video to learn more about how you can find email marketing inspiration on Panoramata.
Frequently Asked Questions (FAQs)
How do you write a discount offer in an email?
When crafting discount emails, make sure to keep things clear by outlining the terms, throw in a catchy subject line, and give a quick intro to the offer.
Sprinkle in some persuasive words to amp up the value and create a bit of urgency to get them moving.
And don't forget a clear call-to-action to guide them on how to snag that discount.
Is there a risk of losing subscribers when sending discount emails?
Yes, there is a risk of losing subscribers when discount email campaigns are poorly handled. For example, if you’re spammy with your emails or send irrelevant messages, subscribers can feel like they’re just another sale waiting to happen.
Excessive discounts also aren’t a good look for an ecommerce brand because they devalue it and make it seem like the products on offer aren’t of high quality.
When sending discount emails, you should aim to nurture the relationship with your audience and understand their pain points, wants, and behavior. No one likes spam.
Find more discount email examples
To wrap things up, mastering discount code emails and sending out promotions effectively is essential for e-commerce brands and marketing professionals.
With the tips and examples provided, you'll be able to capture your audience's attention, boost engagement, and increase sales.
Stay genuine, keep your messaging clear, and continuously refine your strategies for optimal performance.
Here's to creating irresistible offers that resonate with your audience and propel your brand forward!
