Beyond the Discount: Email Strategy in the Age of Perpetual Promotion

This "promotion fatigue" has trained customers to ignore discount-led emails. To cut through the noise, you must shift your strategy from announcing a sale to providing value. This guide explores how to adapt your email campaigns to have a maximum impact when "on sale" is the new normal.

1. Stop Shouting, Start Targeting

In an over-saturated inbox, relevance is your sharpest tool. Don't throw every product on offer into one email. Focus your message, and if your data is rich enough, segment your audience and use dynamic content to ensure you're sending promotions that are genuinely relevant.

If your data is still developing, you can use broader, time-based relevance. For example, at the start of a new year, you can build campaigns around common business resolutions: improving efficiency, saving money, or reducing stress.

Case in Point: A B2B software company could promote its project management tools by aligning with the "get organized" resolution. A clear subject line like, "Start 2024 with 25% Off Our Planning Tools," is effective because it:

• Clearly states the discount.

• Is relevant to the time of year.

• Specifies the product.

• Creates a sense of urgency.

2. Build a Multi-Stage Strategy, Not a One-Off Email

Sending a single email blast and "ticking the box" on your sales campaign is a wasted opportunity. A promotional period is a multi-week asset, not a single to-do item.

A smart strategy uses the full promotional window to acquire and retain customers.

Case in Point: A brand like Sainsbury's (in the B2C space) once ran a brilliant multi-stage offer: "£18 off your first shop" and "£10 off your next four orders."

This is strategically powerful. They are not just using the promotion to capture one new sale; they are using it as a built-in retention mechanic. This is exceptionally smart, as it's proven that online shoppers who are nurtured effectively are far more loyal and have a higher Customer Lifetime Value (CLV).

3. Engineer Your Subject Line for Action

With so many promotional emails flooding inboxes, yours must stand out. This comes down to a science of value communication.

• How Much Is the Discount? The psychology of numbers matters. If your product is high-value (e.g., enterprise software), a monetary discount sounds more significant. "Save £1,000" is far more impactful than "Save 10%." Conversely, for lower-priced items, a percentage is stronger. "Get 30% Off" sounds better than "Save £4."

• Is the Offer Obvious? Clarity trumps cleverness. Use dynamic content in your subject line, not just the email body. If one segment buys "Product A" and another buys "Product B," there is no point in sending them both the same offer. Send "Product A" segment a subject line about that product, and everyone wins.

4. Focus on Value, Not Just Price

In a race to the bottom, the cheapest brand always wins—but at the cost of their profit margin. Your goal is not just to be the cheapest, but to be the most valuable.

• Make it Engaging: Use clean design, compelling copy, and eye-catching (but fast-loading) visuals like GIFs.

• Make it Easy: If you have a complex offer or voucher code, make the redemption process foolproof. A great example is an email that not only provides the code but also includes a "helpful reminder" automation for customers who haven't used it as the deadline approaches.

• Make it Human: Don't be afraid to show brand personality. A well-placed emoji (in clients that support it) or a "quirky" but on-brand subject line can be the one thing that gets your email opened over a competitor's.

Good luck with your next promotion—and remember to think beyond the discount.