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Crafting a Discount Email

Less is More

February 24, 2020
[convertful id="27354"]
[convertful id="27354"]

Using an email to give a discount to a client is a great way to add some traction to your business and increase your monthly sales. Yet writing an email to advertise such a discount can prove more difficult than you might expect. On the one hand, you want to increase sales or add more clients to your list. You don’t want to make your services cheaper or reduce your profit margin by offering discounts to customers. You also don’t want to annoy your subscribers by sending too many discount emails; they might take offense and either unsubscribe or leave your list forever.

In this article, I’ll share some advice for emailing customers about you discounts and your special offers. Before getting into the details of how to optimize the copy, here’s a short email template / sample to give a discount.

Example Email

If you need a quick sample email to offer discounts to clients or customers, here’s a template that works well. Remember, this sample is targeting a service provider; you will need to change it to suit your particular business needs. By hiring a graphic designer on sites like Fiverr, you can decorate any email or send a plain text email (which is always good anyway).


Hey, Mary.

Thank you so much for being a loyal customer for all these years! To show our appreciation, we are happy to offer a discount for any work you might need before the end of the year. To claim this offer, “reply to” this email with any work you need. If you do so before the end of the month, and you will apply a 30% discount to the next invoice. 🙂

Best of luck to you and your business,



PS: You know how busy it is in Q2, which means we can’t offer this discount after July 1st (although we wish we could!) So hit the “reply” before July comes around. Cheers!



Writing an email to offer customers a discount is a real art. Some people have to go to school for a few years before they can specialize in the art of copywriting, then work at agencies for a long time to gain experience. If you are spending a lot of money on emails offering discounts to clients, you could do worse than hire copywriter services like Upwork in order to find a high-rated copywriter that can produce valuable results.

Here are some tips for writing your own discount email.

Don’t waste your subject line

When emailing client or customer with a discount, your subject line is your most valuable asset. Why? Because if they never open the email, how will they link to the offer? Obviously, if they don’t click an offer, you won’t be able to increase sales!

Here are some quick tips for better open rates using the subject line:

  • Make them curious by NOT entering the discount amount in the subject line. Instead of saying “25% discount”, use something like: “25% or 35%? Open to see this month’s discount.“
  • Be honest: avoid spam words like “you don’t believe” or “click to open”. Most generic email providers (such as Gmail) will also punish you for doing so.
  • Add value by giving good returns to open email. Something like “Instant Instant Earning” helps them see that your discount email is worth the time spent opening and reading through it.

Tone everything

When using email to give a discount, tone everything. We are all susceptible to a misunderstanding when interacting with words on the screen. To avoid that problem with your subscribers, use a style that matches the language you use in regular conversations with clients. Consider, for example, the difference in tone between these 3 options:

  • “We’re happy to give you a discount ...”
  • “We thank you by sending you a discount.”
  • “You’re going to save some significant money this month!”

Get the Offer Out Quickly!

I recently got an email that discounted a service I was really interested in. Honestly, I almost didn’t see the offer because it was dated too far away. I almost missed the discount offer.

The lesson is: every email you send should have a purpose. In fact, it must have a purpose. You are not sending emails simply to assert, entertain or build a relationship: you are emailing a client to offer a discount.

Add an Emergency or a Shortage

Everyone knows that once an email is marked as “read,” it will never be opened again. Email marketing messages that offers discounts are no different: they only get opened once. The hard reality is this: if your client doesn’t open the email and does not use their offer right away, they will never use it.

The solution is that you want to use two copywriting incentives that marketing writers have long used: essentials and scarcity. In a nutshell, an emergency (a true emergency, not a fictitious or fake one) can cause your customers to act now, or lose the offer forever. Drought helps your customers understand that your deduction is not unlimited and that they should be among the first to take action if they wish to take advantage of it.

To learn more about the essentials and scarcity in copywriting, you can get started here.

Good luck with your discount emails.


The Mailman

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