A common trap business owners fall into is feeling like email marketing is all about discounts and deals. Sales and promotions are a great facet of email, but here's your friendly reminder: you can create real value for your customers without giving them the best price on the market every single time.
So how do you do it? Here are our top tips for adding value beyond discount, without ever slashing the price tag.
Provide early access and exclusive content
Your customers joined your list for a reason: they love your brand, they wanted to be first to know, or a welcome discount drew them in. So once that initial deal has landed, what else are you offering as thanks? Early access to new products and exclusive content, like behind-the-scenes, creates a sense of importance even when you're emailing thousands at once:
Feeling like a bigger part of your brand makes customers buy, and spend, even without a sale.
Personalised shopping experiences
Klaviyo has several ways to personalise emails, and dynamic product recommendations are among the best. Instead of a feed built on your best-sellers, map one to what a customer has actually purchased, added to cart, or browsed:
You can also use show-hide blocks driven by logic, so customers only receive content they're interested in. It saves them time and adds another layer of value. Need help setting up that logic? We're here for it.
Access to free resources
Free resources don't have to be PDFs or educational content. They can be anything. It's one of the best ways to give value beyond discount, because customers get something worthwhile without needing to buy:
A sizing or colour swatch guide
Helps customers buy with confidence, and cuts returns.
How to apply for each skin type
Turns a hesitant browser into a confident buyer.
Even resources you may not think hold much value can be the turning point for a customer sitting on the fence.
Your support is a resource in itself. Tell customers you're available to chat, especially in your abandoned cart flow, where answering their questions can overcome the objection holding them back.
Customer testimonials
Value looks different for everyone. For some, it's simply knowing that the product delivers on its promise. Never underestimate a testimonial. Just one or two under a product block can remove uncertainty and show you deliver on your USP:
One or two reviews right where the doubt lives: under the product.
Host competitions and giveaways
Competitions and giveaways keep customers engaged and encourage favourable actions. You might tell them everyone who spends $50 or more goes in the draw for a free hamper. But if spending isn't your priority, point the entry action elsewhere:
Knowing they have a chance to win, entrants pay closer attention to your emails during the campaign, which lifts your open and click rates too.
A discount is the easiest value to give, and the easiest to forget. The rest is what customers remember.
Let's build value that isn't a discount code.
We love a sale as much as the next person, but we've seen what happens when brands over-rely on them. Ready to break the mould and create value without a discount code? Book a free chat to find out how.
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