How To
11 min read

How to Write A Discount Offer Email

Juliet John

June 2, 2022

As a marketer, you've probably heard the saying: "the money is in the list."


This is particularly true for B2B marketing and eCommerce. In fact, 59% of B2B marketers cite email marketing as their most effective channel for revenue generation. 

Furthermore, a 2020 survey conducted by Statista found that 88% of customers in the U.S used coupons for shopping. 

Of all the different types of emails marketers send out, promotional emails with discount offers are proven to:

  • Drive sales
  • Increase customer engagements
  • Rekindle lost leads and encourage customer loyalty

Read on to learn tips for creating the perfect discount offer email, see 10 inspiring examples, and understand how can help you write your own.

What are discount offer emails?

Both B2B and B2C customers love to get a sweet deal now and then.

As the name suggests, discount offer emails are emails used to notify customers about special discounts available on all or specific products. 

When used correctly, they can drive high numbers in sales and help you reach your monthly targets. 

While writing a discount offer email sounds simple, it can be tricky sometimes. Staring at a blank document can be frustrating if you do not know where to start. 

However, an AI copywriter like can help you get past the writer's block and create an effective discount offer email in 5 minutes.

Tips for how to write discount offer emails

While discount offer emails should have a place in your marketing strategy, you’ll want to keep a few things in mind while you write them.

These tips will teach you how to write a discount offer email and ensure you get the most out of your email marketing campaigns.

Consider possible negative effects on your business 

Discount offer emails should not only bring value to your customers, but also your business. Your Campaign can quickly turn into huge losses for your company if you offer discounts that are too high. 

For instance, a 50% discount on all products sounds enticing, but it can eat into your profit margin. This means you could lose money if you fail to calculate properly. 

Also, very high discounts can:

  • Devalue your product
  • Detract from your confidence
  • Project your brand as untrustworthy to your customers 

They are also likely to attract only deal shoppers. This can train your customers to wait for discounts before buying. 

Think about it. If your normal sales price for a premium subscription is $157 and you're offering a drastic 80% discount, your customers may not want to buy them at the actual price anymore, even when your prices return to normal. 

They'll stick around until you offer another discount. Imagine the significant impact this will have on your bottom line. It gets worse if you offer discounts very frequently and without reason. 

So, before launching any discount email campaign, consider your profit margin and business goals to ensure that you stay profitable. 

Additionally, think about clever ways to reinforce the value of your offering and retain your customers after the discount sale.

Don't make your discount offer emails sound scripted 

B2B customers are humans. Personalizing your email shows them that you understand their needs and genuinely intend to provide a solution. 

According to research, brands that personalize promotional emails notice 27% higher unique click rates and 11% higher open rates. 

To make sure your discount offer emails don't sound like a script or template, you need to make sure that you're offering a discount that's useful to your customer. 

You should segment your B2B customers and only send discount emails relevant to their specific needs. Also, be sure to consider their stage in the buyer's journey. 

Avoid generic or unnecessary words and speak to your customers in the language and tone that matches your usual conversations. 

Mathias Ahlgren, CEO of Website Rating, says that when sending B2B discount emails, you want to make sure your message is clear.Also, personalization is crucial for clarity. 

He says, "Use the customer's name in the greeting message and subject line (if possible) to capture his attention and make him open the email faster. Remember that the customer may not read every word, so the most important details should be upfront and speak to him directly.” 

Make your discount offer email limited or time-sensitive 

Your sale shouldn't last forever, and you should be wary of giving customers the impression that they have time. Use scarcity to create urgency and encourage customers to act now. 

Let them know that your offer is only available for a limited time and that you are doing something special for them by offering a discount. 

Include the end date and time of the offer. You can even add a counter to the email. 

Make them understand that it's a one-time opportunity that may never repeat itself. 

In addition, you can make your discount offer exclusive by offering it to specific customer groups for a limited time. 

Keep it short and get to the offer ASAP 

Your discount offer email has one purpose: to inform your customers about an ongoing sale. Longer emails aren’t necessarily better, and brevity is essential when marketing to B2B customers. 

Once you complete the most important task of getting your customers to open the email, you should:

  • Get to the point
  • Introduce your offer
  • Provide the discount code (where necessary)

Grab your customer’s attention

To make your email attention-grabbing, you should:

  • Create a compelling and personalized subject line with our email marketing subject line generator. Descriptive, urgent, FOMO or curiosity-evoking subject lines work best. Avoid the word "free," clickbait or spammy headlines
  • Use personalized greetings 
  • Include attractive visuals, a friendly layout, and write in an active voice. 
  • Make the offer and discount code easy to find. Use a bold, striking call to action that states what the customer should do.

Here are some examples of short, engaging emails that warm hearts and pass the message. 

Subject Line: Take 20% off all plans, but not for long!


Hi [ name] 

It's our 3rd anniversary, and we want to thank you for riding with us. To show our gratitude, we're offering you a 20% discount if you upgrade your subscription today. 


No discount codes needed. Click upgrade and get 20% off when you buy a higher plan.  

But hurry, the offer is only valid for the weekend. Prices go back to normal on Monday.

Thank you 

The [company name] team

Feel free to use and edit this template if it applies to your business. 

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Be upfront with the benefits 

Keep the email short and emphasize the value or benefit, not the price. 

Sounding too salesy will annoy your B2B customers rather than persuade them. You do not want them to feel like you're trying to pull them into your product because it's on sale. 

Instead, focus on the value they'll get by taking you up on your discount offer and let the discount only be a perk. Remember, you do not want to devalue your solution to win the sale. 


Highlight the old and new prices 

Price comparisons are an easy way to make your discount offer email more powerful.

Cross out the old price and make the new price bold. Showing the percentage discount helps emphasize the value and motivates the customer to act. 

Remember, always make your offer time-sensitive for extra motivation. 


10 inspiring discount offer email examples 

  1. Design Modo 

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It's no secret that using bundling as a discount pricing strategy is an effective way to increase average order value and sales. 

When you offer your customers complementary products in a discount deal, you encourage them to buy more in a single purchase. 

This discount email from Design Modo is an excellent example of how to use bundling. 

The subject line, “two products for the price of one,” sparks curiosity and motivates the customer to click.

They also keep the design captivating and use a contrasting color for the CTA. This makes it impossible to ignore. 

The email copy is highly targeted to web design customers already familiar with their products. It is clear and to the point. 

They show that the offer is limited to the week alone. They also show that it’s seasonal by writing, “Start the spring with a good deal.”

By striking off the old price and putting the new price in bold, they display the huge savings customers enjoy by buying. 

Generally, this discount offer email from Design Modo stands out because of its simplicity. 

  1. Semalt

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Sometimes personalizing discount offer emails can be tricky, especially when you want to:

  • Keep it short
  • Focus on the solution
  • Avoid emphasizing the discount

However, this email from Semalt is an excellent example of how to achieve all that efficiently. 

The subject line opens with a pet emoji and text that addresses their customer's most important concern:“better rankings”. Then they present their solution, speaking directly to the customer throughout the copy. 

The text is minimal. The gif secures the customer's attention, and the CTA is clear. Notice how they focus on their SEO service and only project their exclusive 25% discount as an incentive to customers who click the CTA. 

By focusing on the solution, you increase trust in your customer's mind. Better yet, you reinforce the value of your product even though you're offering it for a lesser price. 

  1. Detour

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Wondering how to welcome new email subscribers, introduce your product to them, and entice them to make their first purchase? This email from Detour spells it out. 

This email, which is part of their welcome series, keeps things simple while introducing their product to customers. 

The subject line is exciting:“Welcome to Detour! Here's 10% off your first purchase.” Every new customer would appreciate the opportunity to try out a new product at a discount price to be sure it's a great fit. 

The content is excellent. They give a quick background of the company and tell the customer the reason for the email: to welcome them. 

The offer is hard to ignore, the discount code is easy to find, and the CTA button is impossible to miss. 


  1. Avocode

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This discount offer email from Avocode is another great example of how you offer a discount without devaluing your product or solution. 

In this email, Avocode keeps the focus on what their product does for the customer. Then, it offers them the opportunity to save a considerable percentage on their subscription because it's summertime (a seasonal discount). 

They use the subject line “limited summer sale - save ¼” to evoke urgency., Then they encourage the customer to act fast by spelling out the expiration date and time of the offer. 

The white CTA button contrasts beautifully with the mustard-colored design, making it difficult to miss. 

Notice how Avocode goes the extra mile by including a testimonial and the logos of other businesses who trust them. That's a brilliant way to convince customers to take their offer and reinforce the value of their solution. 

  1. Zapier

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Follow-up emails can make all the difference during a sale. 

For various reasons, customers may not respond to your discount offer immediately after opening them. Or worse, your offer may get lost in their overflowing inbox. 

I's good practice to follow up with a reminder before the sale ends. If you're wondering how to send a follow-up email during a discount sale, borrow this example from Zapier. 

The crisp subject line evokes urgency:“[Ends tomorrow] 3 months of starter for $10.”

The content is to the point and spells out the value the customer gets by taking the discount offer. The blue CTA button is impossible to miss, and they remind the customer to act now as the offer ends tomorrow.  

  1. FreshBooks Cloud Accounting

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If you have a Saas, you'll agree that convincing customers to upgrade to a higher plan can be hard. While there are many ways you can encourage them to step up their subscription, offering a discount is one tried and true tactic. 

In the example email, FreshBooks offers 50% off all their paid plans to new and existing customers for 6 months. 

For customers using their free trial, this kind of discount can drive them to buy and commit to the company. 

The upside is that instead of purchasing a monthly subscription, customers can buy 6 months at once. This increases the average order value and sales. 

The subject line says,“3 days flash sale, get 50% off.” It's:

  • Short
  • Straight to the point
  • Powerful. 

The copy clarifies that it's a limited-time offer and wastes no time pointing out how their product will help the customer get paid twice as fast. 

The green CTA button is action-oriented, and the old price is struck off on the pricing table to emphasize the new bold price. Even better,the percentage discount is also shown. 

Finally, FreshBooks redirects customers to their website's pricing page by including a link to learn more about their plans.

  1. Namecheap

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Speaking of value, this discount email from Namecheap is a perfect example of how to offer customers tremendous value at a reduced price without stirring up any doubt in their minds. 

The subject line “6 days to transfer to Namecheap” sparks curiosity.. When the customer opens the email, the content satisfies that curiosity by spelling out what they need to transfer and the benefits of doing so. 

Namecheap offers multiple discounts on their domain, hosting, and WordPress sites in this email. However, it’s still easy to understand because of the:

  • Professional structuring
  • Captivating design
  • Friendly layout 

The 3 discount offers use separate striking CTAs to avoid confusion. Discount codes are easy to find, and urgency encourages the customer to act quickly.


Notice how they highlight the percentage discount and strike off all the old prices. This lets the customer know how much value they’re getting.  

  1. Wix

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Want to re-engage customers and encourage those on the fence to take advantage of your ongoing sale before it ends? Take a look at this email from website development company Wix. 

The tone is urgent and persuasive from the subject line. It encourages the customer to upgrade their website now. 

The content is simple and straight to the benefits of buying a premium plan. No long talk. 

They use a striking and action-oriented CTA, and make sure to reemphasize the deadline. 

Take notice of the appealing visuals and bright colors. This email is:

  • Well designed
  • Simple
  • Perfect for converting customers at the last minute    

  1. Authentic Jobs

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Looking for a friendly way to invite customers to participate in your discount sale? Use this discount email from Authentic jobs for inspiration. 

The tone is warm and inviting. The subject line is descriptive and gives the reader a reason to open the email. 

The content:

  • Flows nicely
  • Goes straight to the point
  • Informs the customer that the offer is only valid for 24 hours 

Notice how the design is simple and plain? The only colors are the percentage discount and links. Not every discount offer email must use many colors and visuals or require a professional designer. Sometimes simple is better and more effective.

Smartly, they've also informed the customer that they'll send a reminder on Monday morning (the day of the sale). This gives customers something to look forward to. 

Plus, their 11th anniversary is a good reason to launch a sale and a brilliant way to:

  • Engage customers
  • Encourage brand loyalty
  • Rekindle lost relationships

  1. Vimeo


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How do you promote your product and encourage customers to buy a paid plan without being salesy? This email from Vimeo sets a spectacular example. 

In this email, Vimeo promotes its video software as the only platform their customers need. Then they offer customers an incentive (discount) to check it out. They highlight the top features of their app with a concise description of each. 

The descriptive and actionable CTA buttons tell the customers exactly what they need to do. The table showcasing the paid plans is comprehensive, and it’s clear that the offer is limited to a few days. 

Overall, the design is stylish and engaging. It gives the customer an idea of what to expect when they buy a subscription.


How to write a discount offer email in under 5 minutes

Now that you know what makes a good discount offer email and have seen some inspiring examples, you’re ready to create your own.

Not a writer? That’s perfectly fine! 

Fortunately, can generate unique and effective discount offer emails using our automated email template.

This means you don’t have to struggle to write your copy without sacrificing quality. You’ll save time so you can focus on other aspects of your business.

Now, you’re probably wondering how to write with Luckily, it’s a really simple process. Just follow the 6 steps below.

Steps to write a discount offer

Step 1: Create an account by hitting the sign-up button on the home page. Follow the prompts and fill out the survey so we can provide you with a personalized experience. 

STEP 2: Once you're logged in, click on templates on the left navigation.

STEP 3: Scroll down to find the "Coupon/Discount Email" template. Select and click start a new project. 

STEP 4: Replace the squared brackets with the relevant information. Try to provide detailed information for a more specific result. You can add the occasion (reason for discount) and any other points you want the email to cover.  

STEP 5: Update the tone by typing a custom tone or choosing from the preset options. 


STEP 6: Hit create copy to get your results. 


A well-written discount offer email can help your business: 

  • Close more sales
  • Hit their monthly targets
  • Drive revenue

From all our examples, you can see that simplicity in messaging is a priority when promoting discounts to B2B customers. All you need to drive engagements is a short, clear, and straightforward message with:

  •  A compelling headline
  • Great visuals
  • Actionable CTA

In less than 5 minutes, you can use to write crisp and powerful discount offer emails that will take your email promotion campaign to the next level. 

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