Discounts, Discounts, & More Discounts...

Hey welcome back!

Emiel here from The Email Standard.

Before you read today’s email, check out this training on YouTube that explains how to build a campaign calendar WITHOUT relying on discounts, in just 4 steps. (link)

In today's newsletter, we are going to cover:

• How often you should send discounts, and why

• Top links of the week

• A/B test of the week

• How I can help scale your email game

Let’s talk about discounts…

How often should you send discounts for your own brand?

The opinions vary, but for our own clients, we tend to send as few discounts as possible.

So what does this mean?

We use sitewide discounts only once every other month.

Here’s why.

Flooding your audience with constant discounts can devalue your brand in their eyes.

If your products are always on sale, customers start to wonder about the quality or whether they're ever truly getting a good deal.

It's like that store that's always having a "going out of business" sale - eventually, it just doesn't feel special anymore.

Moreover, relying heavily on discounts can set a tricky precedent.

Customers might hold off on purchases, waiting for the next big sale, which can lead to unpredictable sales cycles for your business.

It’s a bit like training them to expect, even wait for, those discounts before making a purchase.

But here's the kicker: if you can convert customers without slashing prices, why wouldn't you?

It's about building value in your brand and products, not just competing on price. This isn’t to say discounts are off the table, but they should be part of a larger strategy, not the whole game plan.

Think of discounts as the cherry on top, not the sundae itself.

Use them to reward loyalty, clear out inventory, or celebrate milestones with your audience. But always keep an eye on maintaining the perceived value of your brand and products.

In the end, it's about striking the right balance.

Too many discounts, and you risk undermining your brand's value.

Too few, and you might miss out on opportunities to engage and convert. Every other month strikes a nice balance, keeping things special without overdoing it.

Remember, it's not just about the frequency; it's about the why behind each discount. Make each one count, and your customers will appreciate and respond to them all the more.

Top Links of the Week

• If you are running a sale, utilize its full potential like this. (link)

• A great example of a GOOD welcome email (link)

• This is how you build a high-converting sign-up form (link)

A/B test of the week

Wanted to share a quick nugget from our A/B testing vault that’s been quite illuminating.

We all know optimizing sign-up forms is key for boosting those email list numbers, which, let's be honest, is gold in our world.

When A/B testing, it’s crucial to tweak one thing at a time.

Recently, we changed just one word in the headline of a sign-up form, swapping “Unlock” with “Claim.”

Sounds simple, right?

But, the impact was anything but minor.

This tiny change led to a conversion jump from 7.19% to 9.04%.

To put that in perspective, for a site pulling in 80,000 visitors monthly, that’s an increase from 5,732 to 7,232 new sign-ups each month.

That’s 1,500 more potential customers every single month from a single word change!

It’s a powerful reminder for all of us, that sometimes the smallest adjustments can lead to the most significant gains.

Always test smart, not hard.

How I Can Help

1. Check out my tweets, which goes in-depth on email marketing on a daily basis (link)

2. Check out my free YouTube videos, with in-depth videos on Klaviyo, specific flows, and much more (link)

3. Are you looking for ways to increase the revenue of your eCommerce brand? Book a call with me now and let’s discuss our Email & SMS Marketing services (link)

or, you can just reply to this email.

I reply to absolutely everybody who replies back to me.

See you next time!

Emiel from The Email Standard