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Email Coupons: The Game Changer for Marketers

There’s no question about it: Consumers prefer discounts. Email coupons are answering this call, helping boost sales success and driving customer loyalty.

Back in the day, people saved money by looking for coupons in the Sunday paper. It was a regular part of many people’s weekends to clip these deals and plan their shopping around them. But now, as everything’s gone online, so has couponing.

Today, you can find discounts for items in blogs, social media pages, and directly from influencers. However, an even more powerful tool is now at your disposal: email coupons. These digital coupons really stand out online by cutting through the noise to deliver tailored offers straight to your customers.  

In a time when prices keep going up and every dollar counts, these personalized discounts could be what makes or breaks a sale. So, if you want to improve your sales strategy, read on to explore how email coupons are changing the game in digital marketing.

The rise of email coupons and promotional offers

Email coupons have become a major force in digital marketing—and it’s not just a passing trend. The popularity of promotional offers directly reflects how people shop online. A recent survey revealed that more than 58% of American adults actively hunt for coupons every week, highlighting the shift toward digital savings.

From the same study, it was found that the most sought-after coupons are promotional (i.e., promo) codes, with 67% of people favoring them above other offers. Next up are buy-one-get-one (BOGO) deals, free shipping offers, and product rebates. The types of discounts people seek depend on their shopping habits and what they want to buy.

For example, a shopper buying clothes might look for a BOGO deal, while someone buying electronics might prefer companies offering free shipping. By offering deals that align with these preferences, you can connect better with your audience, turning casual shoppers into loyal customers.

Why digital coupons are key for email marketing

Your email marketing success depends on your ability to stand out. In a world of overly cluttered inboxes, digital coupons could be your edge. They not only grab attention but also offer real value to your subscribers. Here are some benefits you might enjoy from adding discount codes to your emails.

Promo code emails attract new customers

Promo emails can help get new customers interested in your offerings. A striking 86% of online shoppers are more likely to try out a new brand if they have a coupon. When you send out promotional emails with coupons, you’re giving people a good reason to check out what you’re selling.

Email coupons generate loyalty to your brand 

Sending coupons in promotional emails can greatly improve customer loyalty. Upon receiving these coupons, people feel valued and appreciated. This makes them want to keep shopping with you. Over time, as you keep sending them promo codes and other deals, they will likely stick with your brand instead of going elsewhere.  

Discount codes help gauge marketing success

Using discount codes in your marketing emails can reveal the performance of your campaigns. When customers use these codes, you can track which marketing efforts work best. This helps you understand what attracts customers and what doesn’t, allowing you to build more effective strategies.  

Popular types of email coupons for new and existing customers

Email coupons can be a highly effective tool for engaging both new and existing customers, but only when used strategically. The key is to personalize coupons based on customer data and preferences. When emails feel tailored, redemption rates skyrocket. The type of promo code you send matters, too. Explore these popular types of email coupons for ideas.

Free gift with first purchase

To encourage the first purchase from new email subscribers, consider offering a small free gift, like a product sample or accessory. With this move, you encourage customers to buy while building trust. The best part is that it can increase sales without costing you much money.  

Free shipping with the next purchase

Free shipping inspires subscribers to make their next purchase online sooner rather than later. This offer makes shopping with your brand even more convenient and affordable. It’s a win-win for both your customers and your business.

Exclusive offer for email subscribers

Who doesn’t love exclusive offers? Subscriber-only promo codes make customers feel special while encouraging email list signups. What’s more, these offers foster customer retention and loyalty, ensuring that your subscribers keep receiving exclusive deals.

Promotional offers for major holidays

Aligning coupon codes with seasonal events can boost engagement and sales because people are already thinking about shopping. Start by targeting major holidays like Christmas and Valentine’s Day to drive impressive results. But also remember to focus on other events like Black Friday and the back-to-school season. 

Limited-time coupon code

Scarcity marketing works. Limited-time offers create a sense of urgency that compels customers to act fast. Strategically use these codes to boost sales for inventory you want to move or get specific customer segments to buy now. Since this tactic is driven by the fear of missing out (FOMO), it works incredibly well.

Member-only discounts

In your loyalty program, it pays to show gratitude to existing high-value customers. Periodically offering them special discount codes shows your appreciation and keeps them coming back for more. It’s a smart strategy for keeping your best customers happy and engaged.

BOGO promo codes

BOGO offers double the perceived value of your deals. The chance to get 2 for the price of 1 is often irresistible, especially if it’s something customers really want. For the most profits, link these email coupons to your highest-margin products or select items that perfectly align with customer preferences.

Product rebates

Online rebates can generate excitement around newly launched or high-demand products. These offers entice customers by refunding a small percentage of the purchase price. It’s particularly successful when paired with a well-timed campaign highlighting the product’s value.

Best practices for email coupon campaigns

Successfully driving results with email coupons requires more than just blasting out random discount codes. Follow these best practices to elevate the performance of your email marketing campaigns.

Personalize offers for more consistent deals

Generic coupon codes perform moderately at best. To improve your promo code campaigns, personalize your offers based on what your customers like and how they behave online. This involves using various data points, like demographics and past purchase history, to craft custom offers.

Also, think about using dynamic content in your emails. Dynamic emails automatically change the coupon content based on the recipient, ensuring they get offers matching their needs. This personal touch leads to better campaign results, such as more sales and higher customer retention rates.  

Segment your digital coupons for better targeting

For the ultimate in personalization, segment your emails for better targeting. Group your emails by what customers like, what they’ve bought before, and who they are. Send the correct coupons to each group, like pet food coupons to pet owners. Relevant discounts are more likely to be redeemed, preventing you from wasting your efforts.

Also, regularly analyze the results of your coupon campaigns. Track which coupons get used and by which segments. This data helps you understand your customers’ preferences so you can refine your strategy over time.

Craft an irresistible subject line for each email

The subject line is the first thing people see when your email pops into their inbox. To grab attention instantly, it needs to spark curiosity, convey a clear benefit, or create a sense of urgency. A well-crafted subject line should be concise and engaging, ideally making people excited to open the email.

Personalization can add interest to your subject lines. Using the recipient’s name or mentioning their interests makes the email feel like it was written just for them. Also, use words like Act now or Limited-time offer to further encourage them to take action.

Detail how to use the email coupons to save money

Providing clear instructions helps ensure your customers can use the promo code easily. Begin by placing the coupon prominently within the email, making it impossible to miss. Use larger fonts, bold text, or bright colors to draw attention to the code.

Next, consider adding step-by-step instructions for redeeming the coupon if the process is complex or your audience isn’t tech savvy. Otherwise, a straightforward call to action (CTA), such as “Click here to apply your discount,” will suffice.

Give email campaign discounts an expiration date

An expiration date for email coupon codes creates a sense of urgency and scarcity. It encourages recipients to act promptly rather than sitting on the offer for later.

Timeframes may vary depending on your average purchase cycle. For example:

  • Flash sale: A rapid, high-energy sale lasting only a few hours, ideal for impulsive buying and quick inventory clearance
  • One day only: A 24-hour promo code that’s perfect for daily deals or special events like product launches
  • Weekend special: A discount code active from Friday to Sunday, designed to boost weekend sales in fast-paced industries like hospitality
  • Seven-day spotlight: A week-long code for specific campaigns like anniversary sales and seasonal fashion launches
  • Month-long event: An email coupon valid for an entire month, great for longer campaigns or big-ticket items

Occasionally, you could run an additional sale after the original end date. This way, those who missed the first offer can still get a deal.

No matter the timeframe, clearly communicate the expiration date within the email, ideally near the coupon code. Also, send a reminder email shortly before the special deal expires to nudge customers into using the code before it’s too late.

Link discount code offers to loyalty programs

Linking coupon offers to loyalty programs is a savvy strategy to drive sales. How it works is simple: When customers redeem promo codes, award them loyalty points or awards. This encourages customers to use the coupons faster to bank more rewards.

To add even more value, offer bonus loyalty points for using coupons on specific products or during special promotions. Highlight these bonus point opportunities in your emails to create a sense of excitement before each promotional event.

Optimize email coupons for mobile

Over 75% of people prefer making online purchases from their smartphones. This means it’s crucial to make sure your email coupons work well on mobile devices. When people can effortlessly use your coupons on their phones, they are more likely to redeem your offer.

To optimize for mobile, use responsive design templates that ensure your emails and coupons display correctly on all devices. Also, make your codes mobile-friendly and easy to use. Adding the promo code to the cart shouldn’t take more than a few clicks.

If you have an app, streamline the redemption process by enabling deep linking. This feature opens your app when users click the coupon, allowing them to easily apply discounts and view your products.  

Encourage email recipients to share their coupons

By designing emails with shareable coupons, you turn subscribers into brand ambassadors. Studies show that each share amplifies your campaign’s reach and effectiveness, creating a ripple effect that extends beyond your target audience.

To make your coupons easy to share, include clear and simple sharing options, such as buttons for social media or messaging apps. Consider adding an incentive for sharing, like a small discount on their next purchase or entry into a sweepstakes. This motivates your customers to spread the word and adds an element of excitement to the sharing process.

Improve email campaign effectiveness with A/B testing

If you want an accurate look at what your audience likes, try A/B testing. This means you send out 2 versions of the same email, but each one says something different. For instance, each email might have alternative subject lines, promotional offers, or graphics.

Then, you can see which email does better, like which one more people open or click on. You can use what you learn to tailor your campaigns to better match what customers want. Over time, this leads to more people opening your emails and using your coupon codes.

Embrace the power of email coupons to get more sales

Using personalized discounts in your marketing emails can drive sales, attract new customers, and create lasting loyalty. It’s an invaluable tactic that helps your business grow and strengthens your relationship with customers. Don’t miss out on this opportunity to energize your email marketing strategy. Start sending out email coupons today and watch your business thrive.

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