Sales and Discounts examples

Sales and promotions shouldn’t be the end-all-be-all email strategy but can help boost sales periodically.

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Did you know that discounts can help drive website traffic and ultimately, sales? Okay, we admit, that statement is something you’ve probably heard a thousand times in your career.

However, while this tactic can help drive purchases, it can also lower the cost of an average sale and eat into a company’s profit. It’s important to note that these emails shouldn’t be sent too often or else customers will expect discounts in the future, so tread lightly. Ready to dive in? Let’s get started with some recommendations…

Sales and Discounts strategies

Discount emails shouldn’t be the end-all-be-all email strategy but can help boost sales periodically. Think of ways to integrate discount emails into existing strategies, like win-back campaigns. Take a look below on a few content ideas to get started:

Give a time limit and provide urgency

A sale should only last for a limited time and drive urgency for customers to purchase a product now vs. later. For example, natural home and body shop, Thistle Farms, uses urgency with emojis in the subject line and a sale deadline clearly defined within the email. This helps drive more traffic to the website as well as purchases.

It’s easy to get lost in the number of examples for this recommendation. Use MailCharts advanced reporting metrics to understand what makes the email successful. In the example above, Thistle Farms excels at email weight, GIF usage, and optimized pre-header text, but they miss the mark in terms of mobile optimization.

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Add intrigue by creating mystery sale discounts

Nothing piques a customer’s interest quite like a mystery sale that comes along with a special discount just for them. Is it 50% off? 30% off? Or maybe 20%? Build-A-Bear Workshop uses a clever ‘spin the wheel’ image within their mystery email. Using appealing images and gifs entices shoppers to click to see their deal which results in traffic and potentially a sale on site.

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Use the rule of 100 to help determine or test your subject line

This is a rule that follows the psychology of pricing. For items under $100, using percentage discounts seem larger. For items over $100, a dollar amount discount seems larger. For instance, Jessica Simpson Sunglasses typically are less than $100, so offering a percentage off makes the deal appear larger than it is. For a larger retailer like a furniture wholesaler, this may not make as much sense as offering a dollar discount.

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These strategies are just the tip of the iceberg in terms of discount emails. Looking for something specific? Utilize MailCharts advanced search to discover more discount emails from similar brands.

Sales and Discounts implementation details

Now that we’ve got our content covered, how are these emails actually implemented? Get creative with segmentation and personalize emails when possible for that extra touch of magic✨:

Offer different discounts for different people

For frequent purchasers, a deep discount doesn’t matter as much as it does to the infrequent shopper. Consider segmenting lists and discounts based on engagement with the brand. For those who haven’t placed orders in the past 6 months, consider a larger discount than say, shopper Suzie who buys 10 sweaters every month.

Setup A/B testing within the email service provider (ESP)

Some of the strategies suggested above require setting up A/B tests. Most ESPs include this feature, but it’s important to test a large enough group to get statistical significance. This can be calculated outside of an ESP using an online Chi-Square test tool.

Personalize with customer tokens when you can

Pull in the customer’s name in the email copy and subject lines to make the discount seem more personal, especially for mystery sales to draw intrigue.

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