Email marketing remains one of the most effective channels for reaching customers and increasing revenue.
Among the various strategies, incorporating promotional codes into automated email campaigns has proven to be a powerful lever. Not only does it encourage customers to take action quickly, but it can also strengthen their loyalty while boosting short-term sales. Here’s how to use promotional codes effectively in your email workflows to maximise their impact.
What is a promo code and how to use it?
A promo code included in an email generates revenue by encouraging your customers to make purchases. It is an effective marketing tool for driving sales and building customer loyalty.
On the one hand, receiving discounts acts as an incentive and can be decisive in persuading a user to choose your brand over your competitors, thereby converting a potential customer into an actual one.
On the other hand, you can reward your most loyal customers by offering them discounts, helping you retain them and acknowledge their loyalty.
What are the different types of promo codes offered by Probance?
With Probance, you can integrate your promo codes directly into the templates of the 11 automated scenarios we deploy for your brand, so they are sent automatically. You can also add them to any manual newsletter you create for an occasion of your choice, targeted according to your audience.
We offer three types of promo codes to meet your specific needs: a manually created code, a randomly generated code, and a unique code generated at the time of sending. Below, you can find the features and benefits of each option.
Manually generated code
Example: WELCOME10
A code created by you on your website or back office, to be inserted as is into the email.
In this case, the same code will be sent to all users.
If used in an automated scenario, each time the campaign is sent with the code, it will remain the same.
Key advantage: It’s a simple way to use the codes you want, exactly how and when you want.
Consideration: These are generic codes. Since they are identical for all recipients and at all times, they can be easily shared or filtered by others.
Randomly generated code
Example: LUV7T10 or CART7U45
If the website has its own plugin that generates random codes, these can be extracted and used dynamically by the Probance tool in emails.
The codes can be entirely random or composed of a fixed part, such as the word “basket”, with an additional random part added for each recipient.
Key advantage: If you already have a reliable plugin, you can continue using it and integrate it with Probance.
Consideration: As the codes are not generated by Probance, we have no control over them. The plugin may only allow code generation for certain triggers, not for all triggers used in our scenarios.
Unique code generated at the time of sending
Example: LUV7T10 or CART7U45
This option allows you to create several reference codes (called MASTER codes) in your back office, with the characteristics you choose (discount value, usage conditions, validity period, etc.). When preparing the email, one of these codes is used, and for each recipient, Probance generates a random code with all the characteristics of the original code. This way, each user receives a unique code.
Like the previous option, the code can be entirely random or include a fixed part, such as the word “basket”.
Key advantage: This is the most comprehensive option, as it allows full control over code generation for each trigger.
Consideration: Creating and managing the MASTER code is essential. Only compatible with Shopify, Prestashop, and WooCommerce.
Our best practices: in which scenarios should you add one?
As mentioned earlier, promotional codes can be included in both your manual newsletters and the automated scenarios we set up for you.
They can be added to any scenario. However, below is a list of scenarios where their use is particularly recommended. Thanks to their characteristics, targeted audience, and specific triggers, these scenarios tend to perform better. You will also find some concrete examples for inspiration.
Birthday
Send a special promotional code to celebrate your customer’s birthday.
A birthday is a perfect moment to communicate this, as it is a time when the willingness to make a purchase is higher. The discount serves as a strong incentive to take action.
Additionally, it shows attention and personalised service, helping to build customer loyalty and strengthen the relationship.
- Other variations of this scenario include the First Purchase Birthday and the Registration Anniversary, where you can also use a discount code for the same purpose.
Abandoned cart
If a customer abandons their basket, this scenario will automatically send them a reminder of the items left behind, encouraging them to complete their purchase.
A promo code can be the final nudge that convinces your customer to complete their order.
Welcome
When a new customer subscribes to your communications, offer them a promotional code to welcome them. The discount will encourage them to make their first purchase.
In addition, the promotional code is a way to thank them for signing up and for the trust they place in your brand.
Strengthen your relationship with your customers right from the start.
Inactive
Probance detects when your customers have not opened, clicked, or interacted with your emails for a long period of time, in other words, when they become inactive.
At that point, your customers may be considering unsubscribing. Offering them a discount code is an effective way to convince them to stay, and even encourage them to make a purchase after some time away.
Design suggestions
If you want to highlight your promo code in your email design, we recommend using our Fastbuilder editor to create blocks that showcase this element. Play with colours or background images, and combine them with CTAs and different types of text and headings. Here are a few examples:
At Probance, we offer you a wide range of options to create and use promo codes, you decide when and how to use them.
Let your imagination and creativity run free, you set the limits!
For any questions, please don’t hesitate to contact your account manager.