Often times email promotions are watered down and don’t provide much incentive to act. With so much email coming in these days, a sub-par discount isn’t going to get much attention. This is one reason I’m a fan of testing content that isn’t just discount/promo focused.

This doesn’t mean there is not a place for discounts — of course there is. Just don’t make it bland. 5% off doesn’t cut it. Make it exclusive for your email list and they will feel more rewarded.

The email below from Lucky Brand is a few weeks old, but it is a nice example of an attention-grabbing discount. It also gives you the option to print and bring in to the store, or use online. I would use a different promo-code though as 9SEPFRND is not the easiest to remember — could be much worse with a completely random string of letters and numbers, but could be improved to something like LUCKY30.

Cheers,

Forest  |  Follow Me on Twitter