The Discount Offer Flow converts more email subscribers into customers by sending them a compelling, limited-time promotion to create a sense of urgency. It drives sales by targeting those who need just a little nudge to take action.
What’s A Discount Offer Flow?
A Discount Offer flow is a series of emails targeting email subscribers who have been on your list for a while. These subscribers have gone through the Welcome Flow & received campaign emails, but still haven’t converted. This gives them a higher discount to get them to make their first purchase and try your product.
# Of Emails: 3
Flow Length: 3-7 days
What’s the goal of a Discount Offer Flow?
To get email subscribers who joined the list 60 days ago to convert into customers.
- Increasing the non-purchaser conversion rate (ie. % of customers who join the list as non-purchasers to become purchasers)
- Reducing the time to first conversion (ie. the amount of time it takes someone to go from being aware of the brand to becoming a customer)
- Increasing the $/lead (this can be from increasing the % of customers who convert or increasing the AOV per customer)
Discount Offer Flow Emails
All emails in the Discount Offer flow are structures similar to a promotion campaign series:
Email #1: Offer Announcement
A promotion announcement that there is a limited time offer & convey the urgency to make a purchase now:
- Can keep this email extremely short
- Offer needs to be extremely clear in the header
- Can include key brand USPs (mostly only used as short icons - relevant for health, wellness, beauty, social enterprises)
1. Use discounts as a reward rather than a bribe. Bought at full price? Get 10% off your next purchase. Referred a friend? Here's a $5 off coupon or store credit for your next purchase. Left a review? You're the best. Here's a discount.
2. Offer discounts without calling them discounts. Bundles and subscription offers are a great way to reframe a discount and increase average order value at the same time.
Samar Owais
Founder of Emails Done Right
@samarowais
Email #2: Product Catalog
- Feature a bold header that conveys the offer clearly & the urgency that it is a limited time offer
- Include a product catalog to help guide customers towards which products/collections to shop
- Can include social proof such a testimonials, before & after images, user-generated content or the # of reviews
Email #3: Last Chance Announcement
- Can keep this email extremely short
- Offer needs to be extremely clear in the header
- Can include a dynamic product recommendation block to suggest products they may like
- Can include a few different collections for them to shop from
- Can include key brand USPs (mostly only used as short icons - relevant for health, wellness, beauty, social enterprises
Discount Offer Flow Email Examples
