Ecommerce

11 Strategies To Drive Sales With Ecommerce Email Campaigns (Without Discount Offers)

Yemi PelumiCharlotte Evans

By Yemi & Charlotte

drive sales without discount offers

Tired of offering discounts to make more sales in your ecommerce business?

Every other week, you offer “20% off,” “Save 50%,” “Special Discount Offers,” and “Mega Discount Sales.”

It may feel like you’re giving out all of your profits as discounts just to attract customers. At the end of every sales campaign, you look at your bottom line and wonder if running an ecommerce business is even worth it.

Well, we’re here to tell you that you don’t have to rely on discount offers to drive sales. You have options that don't require sacrificing profits to convert customers.

In this post, we’ll explore various strategies to help you convert more customers and boost your sales. You’ll also get valuable tips to implement these strategies in your ecommerce email campaigns.

Let’s dive in!

Reasons To Drive Sales Without Discount Offers

Sure, discount offers are a quick fix for more sales. Customers love discounts and won’t hesitate to grab them fast. However, running discount offers too frequently will hurt your ecommerce business. Here’s why:

  1. It eats into your profit margin – Yes, offering a discount will attract and convert more customers. But it also means a reduced profit margin. Plus, the increased sales don’t always make up for the low profit on each product. You have to be careful not to lose money.
  2. It turns customers into bargain shoppers – Frequent discounts train customers to wait for sales. They won’t buy at regular prices because they know you’ll likely offer a discount soon. Worse, it eliminates the urgency and FOMO that drives sales campaigns. So, even if they miss your discount promo, they know another one is coming.
  3. It lowers your brand image – Regularly offering discounts cheapens your brand. Your target audience starts associating your business with discount offers rather than quality products. And you end up attracting more deal hunters than loyal customers.

No doubt, discount offers attract customers. However, relying only on discount email campaigns to drive sales will hurt your bottom line and devalue your brand.

Let’s explore other ecommerce email campaign strategies you can implement to attract, engage, and convert more customers.

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Ecommerce Email Campaign Strategies To Drive Sales Without Discount Offers

Ready to increase sales in your ecommerce business? Use these email campaign strategies to convert prospects and customers without offering discounts.

how to stop sending discounts

Offer contacts what they want

Imagine promoting high heels to a sneakerhead. You can’t expect to make a sale. Generic ecommerce email campaigns are a waste because they don’t speak to your contacts’ interests.

McKinsey Research showed that 71% of consumers expect personalized interactions with businesses. And 76% get frustrated when interactions aren't personalized to their interests.

Offering your contacts what they want or like will drive more sales. Personalize your ecommerce email campaigns to offer products that fit their style, meet their needs, and solve their problems.

Understanding your contacts’ interests, behaviors, and preferences is crucial. Are they interested in formal attire, or have they been browsing loungewear? Tailor your emails to match this information, and they’ll be more likely to engage and buy.

personalized loungewear email personalized loungewear email

Image Credit: Really Good Emails

Implementation Tips

  • Collect vital information about your contacts, such as demographic data, browsing history, and past purchases.

Example: Use tools like sign-up forms, cookies, and CRM systems to track and record user behavior and information.

Example: Create a segment for customers who have previously bought fitness products to email them about new workout gear.

  • Set up monitoring tools (e.g. website tracking) to keep an eye on how contacts and customers behave or interact with your emails and website.

Example: If a contact often browses tech-related products, highlight the latest gadgets in your emails to them.

Make contacts exclusive offers

Everyone loves to feel special. We love the thrill of having something that others don’t. You can tap into this desire for exclusivity to drive more sales to your ecommerce business.

Sending email campaigns with exclusive offers evokes a sense of urgency and belonging. It encourages and compels prospects to buy quickly before anyone else so they can join the ‘elite’ club.

The exclusive offer should be something scarce or only available to some. Think limited-edition products, early access to new collections, or a VIP membership with special perks.

Nike exclusive email

Image Credit: Really Good Emails

Implementation Tips

  • Create an exclusive offer sequence with multiple emails to promote and remind customers to grab the special offer.

Example: Start with a teaser email, then a launch email, and a couple of follow-up emails until the offer expires.

  • Build anticipation, generate desire, and highlight the unique benefits that make the exclusive offer worth it.

Example: Start a countdown to the launch day, and share sneak peeks and behind-the-scenes looks.

  • Target the most engaged and loyal segment of your list who are likely to appreciate your exclusive offer.

Example: Identify your top buyers and send them a special invitation to a VIP sale event, offering early access to new arrivals.

Engage contacts with emotions

Customers buy with emotions and justify the purchase with logic. So, to drive sales without discount offers, you must weave emotions into every email to connect with contacts.

This is where telling stories comes in. You can use storytelling in your ecommerce email campaigns to craft narratives that resonate with your contacts’ desires, dreams, and pain points. In fact, brand storytelling influences the buying decisions of 68% of consumers.

Expert email marketers have aptly named this strategy “storyselling.” It involves using compelling stories in your emails to sell how your products can help prospects and customers.

These stories could be relatable struggles, customer success stories, or your business journey. The goal is to create a personal connection that goes beyond just selling. When contacts feel connected, they are more likely to convert.

Nood razor storytelling email Nood razor storytelling email

Image Credit: Really Good Emails

Implementation Tips

  • Share authentic stories that resonate with your audience – no making up things that didn't happen.

Example: Tell the story of how you started your business, highlighting the challenges you faced and how you overcame them.

  • Paint a vivid picture of your contact’s life now and what it would be like after using your product.

Example: Describe the struggle of finding comfortable, stylish shoes and how your product will allow them to walk pain-free.

  • Use visuals like images, videos, and even memes to bring your emails to life and enhance the emotional impact of your storyselling.

Example: Include before and after pictures or video testimonials from a customer sharing how your product helped them.

  • Link the stories to your products naturally, and make sure to place your product as the hero.

Example: If you’re a skincare brand, share a story about someone struggling with a skin issue and how your product helped them resolve it.

Educate contacts about your product

Knowledge is power, especially when making informed buying decisions. Contacts are more likely to buy when they know exactly how your product can help them. So, make sure to share educational guides in your ecommerce email campaigns.

Additionally, you can offer valuable tips for solving your contacts’ problems. And share expert insights on industry topics. Overall, educating your contacts establishes your business as a helpful brand, consequently driving sales.

Examples of educational emails to use in your ecommerce email campaign include:

  • How-to guides for step-by-step instruction to use your products
  • Tips and tricks to achieve a specific goal or overcome a problem
  • Product demo to showcase your product features and functions
  • Expert insights on industry trends, new technology and innovations
guitar educational email guitar educational email

Image Credit: Really Good Emails

Implementation Tips

  • Keep it actionable by providing practical takeaways or steps that contacts can implement immediately.

Example: Send an email with tips or action steps to get better at playing a musical instrument

  • Make sure your educational email content is relevant to your contact’s interests and needs.

Example: If you run a fashion store, send a detailed email on how to style a piece of clothing for different occasions (plus pictures).

  • Invite feedback to encourage engagement and nurture a stronger relationship with contacts.

Example: Include a call-to-action at the end of your educational email, asking customers to reply with any questions. (Having readers respond to your emails can also boost your email deliverability!)

Invite contacts to interact with you

E-commerce email campaigns that drive sales don’t just push products into contacts’ faces. Two-way interaction is vital. It helps create a strong connection with prospects and build a relationship that results in conversion.

So, include interactive elements such as surveys, polls, and quizzes for engagement; AMP emails that allow customers to shop your products directly within emails; and even gifs and memes to capture emotions.

When you invite interaction, contacts actively engage with your business and are more likely to convert to customers. For instance, a fun quiz in your email can engage contacts while subtly educating them about your products.

travel gamified email

Image Credit: Really Good Emails

Implementation Tips

  • Optimize the interactive elements to work well on mobile devices, as most people check their emails on the go.

Example: Design quizzes that contacts can access and complete easily on their mobile device.

  • Use contacts’ personal data to tailor interactive content to their preferences and make it more engaging.

Example: Send a personalized quiz to contacts interested in fashion, asking about their style preferences and recommending products based on their answers.

  • Gamify your emails with quizzes, contests, and challenges to encourage interaction and attract new customers.

Example: Ask contacts to share their quiz results on Instagram and tag your brand for a chance to win a special prize.

Compel contacts to take action

Customers don’t want to miss out on great deals — and no, not just discount offers. But also valuable products that solve their problems and meet their needs. So, use urgency and FOMO to motivate them to buy fast.

Send an “upcoming product” email for popular products that run out quickly. Contacts will be primed to grab them as soon as they become available. Or, send an “almost out of stock” email for products you know they’re interested in.

You may offer additional perks to encourage immediate action. But you don’t have to offer discounts. Instead, offer free shipping or a valuable gift (for a limited time or order threshold).

FOMO ecommerce email

Image Credit: Really Good Emails


Implementation Tips

  • Send FOMO emails to customers who have shown interest but haven’t bought yet to push them to buy.

Example: Last Chance! Our special offer ends tonight. Don’t miss out on free shipping.

  • Highlight the popularity of a product by sharing how many have been sold or are left to create a sense of urgency.

Example: Join 365+ Happy Customers! Our limited-edition backpacks are almost gone.

  • Promote upcoming product launches to prime contacts to act fast when the product becomes available.

Example: Get Ready! Our best-selling organic face masks drop next week. Be the first to grab them.

Sell customers with reminders

Customers often forget to check out their cart. And most ecommerce businesses know to send abandoned cart emails to remind them to complete their order. However, you can drive more sales with an email that’s more than just “Did you forget something?”

Use abandoned cart emails to sell customers on buying the product. Remind them why they searched for the product. And highlight how it’ll help them accomplish their goals or solve their problems.

shoes abandoned cart email shoes abandoned cart email

Image Credit: Really Good Emails

Implementation Tips

  • Personalize the emails with the customer’s name and other relevant details to make it feel more direct.

Example: Hi [Customer’s Name], your [product] is waiting for you. Don’t miss out on improving your workspace!

Example: Email 1: “We saved your cart for you!” Email 2: “Here’s why you’ll love [product].” Email 3: “Last chance to grab your items!”

  • Highlight the product benefits and remind them why they love the item in the first place.

Example: Our ergonomic office chair isn’t just comfortable; it’s designed to support your posture and keep you productive all day.

  • If you must offer incentives, consider non-discount perks such as free shipping and complimentary gifts.

Example: Complete your purchase today and enjoy free shipping on us! Plus, receive a free desk organizer with your order.

  • Use past customers’ reviews or testimonials to build trust and demonstrate the product’s value.

Example: “This chair has completely transformed my workspace. I no longer experience back pain after long hours at my desk.” – [Customer Name]

Allow customers to decide the price

Yes, I mean letting customers pay whatever price they want for your products. You’re probably thinking, “Isn’t that worse than a discount? What if they choose a price below the cost price?” That’s a valid concern, but you don’t have to worry.

Just create a pay-what-you-want (PWYW) offer with a suggested price range. Set the minimum price to the lowest profit margin you’re willing to accept and allow customers to choose what they want to pay.

Sure, some contacts will pay the minimum prices. But others will pay the maximum, and many will pay the average price. The thing is, giving contacts the freedom to decide pricing will foster goodwill, build loyalty, and drive more sales.

pay-what-you-want form

Image Credit: Dribble

Implementation Tips

  • Send emails introducing your PWYW offer, explaining how it works and why you’re offering it to gain trust.

Example: Set your price for our eco-friendly tote bags! Choose what you think is fair, and help us promote sustainable living.

  • Set a minimum or baseline price that covers your cost and makes you the lowest acceptable profit margin.

Example: Pay whatever price you want above $13 for our artisan coffee blend. Every dollar helps support local farmers.

  • Frame the PWYW offer as a collaborative effort between you and your customer to create a sense of community.

Example: “Join us in making healthy snacks accessible to everyone. Pay what you can, and help us spread the goodness!”

Reward customers for their loyalty

Customer loyalty is invaluable. Loyal customers are repeat buyers and will refer your business to others. So, rewarding contacts for their loyalty will drive even more sales to your ecommerce business.

The easiest loyalty program to run is a point-reward system. That is, you assign points for every item bought. Then, the points can be redeemed for perks or gift items, such as early access, free products, or branded merch.

You can also set up a “referral loyalty program.” Ask contacts to refer your business to potential customers in exchange for rewards. Simply include the reward detail at the bottom of every marketing email you send.

loyalty points email

Image Credit: Really Good Emails

Implementation Tips

  • Email customers about their loyalty points after they make a purchase and share the potential rewards they stand to earn.

Example: You’ve earned 300 points! Redeem them now for a $30 gift card, or save for even bigger rewards.

  • Tailor the loyalty reward to each customer’s preference based on past purchases and shopping behaviors.

Example: Hey [Name], you’ve earned enough points for a free pair of running shoes! We know you love staying active.

  • Gamify your loyalty program by including tiers to motivate customers to buy more to unlock higher rewards.

Example: Earn 1,000 points to reach Gold Status and unlock perks like priority customer service and access to exclusive products.

Offer customers relevant recommendation

Suggesting more of what customers want or need drives more sales. Cross-sell by recommending complementary or related products to items they’ve bought previously. Or, upsell by encouraging them to upgrade their orders or grab a bundle offer.

Cross-sell and upsell emails can significantly increase conversion rates. Because they are often sent during or after checkout, they compel customers to engage and make more purchases.

book recommendation email

Image Credit: Really Good Emails

Implementation Tips

  • Set up emails to recommend cross-sells and upsells at strategic points in the customer journey.

Example: You’re just one step away from a complete look! Add our matching belt and get free delivery.

  • Highlight the benefits or value of the additional or upgraded purchase to convince customers to buy.

Example: Our protective phone case will keep your new phone safe and add a touch of style with its sleek design.

  • Use purchase history, past behaviors, and preferences to personalize your cross-sell and upsell offers.

Example: Since you bought our organic shampoo, you’ll love our new conditioner, made from the same natural ingredients.

Let past customers do the selling

Past customers can influence the buying decisions of prospects on your list. Use their reviews and testimonials to build trust and credibility. Seeing feedback from real people will reassure prospects that your product works.

According to an Edelman Trust Barometer Special Report, 81% of consumers need to trust a business before buying. So, make sure to send emails that include snippets of reviews and testimonials.

Case study emails are also great for sharing real-life scenarios of how your products have helped others. These social proofs will ease concerns and encourage conversion.

reviews ecommerce email

Image Credit: Really Good Emails

Implementation Tips

  • Make sure you share reviews and testimonials highlighting specific features and benefits of your products.

Example: Our skincare set transformed Emily’s skin! “The results were visible within a week.”

  • Share detailed case studies that describe the experience and results customers got from using your products.

Example: Discover how John improved his productivity by 30% using our ergonomic office chair. Read his full story here.

  • Encourage customers to create user-generated content of themselves using your product, and share it in your emails.

Example: See how our customers style our latest fashion line. Check out their looks and get inspired!

Conclusion

Discount offers can hurt your business. Although they are not inherently bad (as they help attract customers), it’s best to offer them only during special events like Black Friday and end-of-the-year sales and holidays.

You may worry that customers won’t buy from you without discounts. But they absolutely will. Customers love other things besides discounts. They appreciate product recommendations that feel like they were handpicked just for them, exclusive offers that only a few people can access, tips and hacks to solve problems, and more.

So, driving sales to your ecommerce business without discount offers is crucial to your business’s success and, fortunately, possible.

Try the various ecommerce email campaign strategies we’ve shared in this post and watch your sales skyrocket. Let us know in the comments which strategies you’ll implement first.

You can read this to learn the steps to get your ecommerce email marketing strategy right. Or book a consultation here for more personalized expert help with your ecommerce email campaigns!

The authors

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Yemi Pelumi

Hi, I'm Yemi! I drink tea every day, and I've written almost every day since I started writing in 2017. Now, I help coaches, course creators, and online business owners capture and convert leads with email marketing. Plus, I love sharing my knowledge and experiences at EmailTooltester to help businesses like yours.

Charlotte Evans

Content Manager

Hey, I'm Charlotte! I've always been enthusiastic about helping others. After working for various tech startups and eCommerce businesses, I developed a strong passion for email marketing. Now, at EmailTooltester, I'm putting this knowledge to good use by recommending the very best digital tools for your business. I have a lot of experience with tools like Klaviyo, Omnisend, MailerLite, and Drip, so feel free to ask me your questions!

Learn more about us

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This article has been written and researched following our EmailTooltester methodology.

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