Giving discounts to a clients or customers via email can be a great way to spark a little energy into your business and boost sales for the month.
But writing an email for giving discounts to customers and clients can be a bit tricky at times:
On the one hand, you want to grow sales or get more clients.
On the other hand, you don’t want to cheapen your services or cut into your profit margin by offering discounts via email to customers who were going to buy anyway.
You also don’t want to annoy your email subscribers by sending so many discount emails that you make them unsubscribe and leave forever.
It’s such a fine balance.
I’ve personally used email to drive hundreds of thousands of dollars in revenue to my own small business (and millions when I used to work for someone else). You can learn more about building a business using cold emails in my course: Cold Emails that Convert.
In today’s article, I’ll share with you my best advice (based on 15+ years of marketing experience) for sending an email offering discounts to customers or clients.
This article will focus on the words (or the copywriting) you’ll use when sending emails offering discounts to your customers or clients. Before diving into the how-to, I’ve also included a small free email template/sample for offering a discount.
You can, of course, dress up any email by hiring a graphic designer on sites like Fiverr or just send a plain text email (which sometimes converts better anyway).
Free example email
If you need a quick sample email for offering a discount to clients or customers, here’s one that could work well.
Keep in mind, this is written for a freelancer or service-provider but can be modified to fit your business needs.
PS: You know how busy it gets this time of year which means, we can’t offer this discount after Dec 12 (even if we want to!) so be sure to hit “reply” right away and we’ll get you on the calendar. Cheers!
How to write an email for giving discounts to customers & clients
Learning how to write an email for offering a discount to clients or customers is a real art. Some people go to school for years (and then work in agencies for much longer) before they finally master the art of copywriting.
If you have a huge amount of money riding on your email offering a discount to clients, I’d recommend using sites like Upwork to find a high-rated copywriter who can bring in fantastic results.
But if you have to write your email offering a discount on the cheap, I understand. So here’s some of my best advice for writing your own email.
Don’t waste your subject line
When sending email with client or customer discounts, your subject line is probably your most valuable asset.
Why? Because if they never open the email in the first place, how will the click the offer? And if they never click the offer, how will you ever boost sales?
I’ve written a whole mini-course on improving your subject lines, but here are a few quick tips for better open rates:
- Incite curiosity by not giving away everything in the subject line. Instead of saying “25% discount inside” use “25% or 35%? Open to see this month’s discount.”
- Be honest and avoid spammy-sounding words like “you won’t believe” or “click to open”—both email providers (like Gmail) and customers themselves will punish you for those.
- Add value by promising a good return for opening the email. Something like “Immediate savings inside” will help them see it’s worth their time to open your discount email.
Tone is everything
First of all, tone is everything when using email for giving a discount to customers.
We’ve all experienced a misunderstanding when we communicate via words on a screen.
To avoid that, use language that matches your usual conversation with clients or customers when sending a discount offer via email.
Consider the difference in tone between these 3 options:
- “We are pleased to offer you a discount…”
- “We’re saying ‘thanks’ by sending a discount your way.”
- “You’re about to save some major money this month!”
Get to the offer quickly!
I recently received an email giving a discount on a service I was actually looking for. But honestly, I almost didn’t see the offer because the person writing the email was so long-winded.
I almost missed the discount offer.
Every email you send should have a purpose—in fact, it should have one purpose.
You’re not sending an email to show off, to entertain, or even necessarily to foster a relationship. You’re sending an email for offering a discount to a client or customer.
Add urgency or scarcity
You probably know as well as anyone else: once an email gets marked as “read,” it almost never gets opened again. Particularly not a marketing email offering a discount.
The harsh reality is: if you don’t get your client or customer to open their email and use their discount immediately, you probably won’t get them to use it ever.
To remedy that you’ll want to use two copywriting tools marketing writers have been using for ages: urgency and scarcity.
In short, urgency (real urgency, not the fabricated, fake kind) forces your customers to act now or miss out on the offer forever. Scarcity helps your customers understand that your discount isn’t unlimited and, if they want it, they need to be among the first to take action.
To learn more about urgency and scarcity in copywriting, you can start here.
Good luck with your email offering discounts to clients/customers
That’s all for now.
I wish you the best of luck as you use email to offer discounts to customers and clients.
I’d love to hear what kinds of things you’ve done to improve your open, click, and conversion rates when offering discounts to clients or customers.
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