11 Best Discount Email Examples & Templates [2025]

Tired of your discount emails getting lost in the inbox crowd? With every brand offering “limited-time deals” and “exclusive offers,” it’s harder than ever to grab attention. Let alone clicks.

Even with the perfect offer, there’s another challenge: timing. Send too often, and you risk draining your audience. Send too late, and the moment’s gone. And of course, there’s the struggle of crafting copy that converts without sounding too pushy, and designing emails that are hard to ignore.

In this email, we’ll break down examples of discount emails that work. Plus, we’ll share best practices to ensure that your campaign hits the mark.

What Is a Discount Email?

Discount emails are promotional campaigns that offer incentives to customers and subscribers, such as special deals and limited time offers for specific items or entire product lines. The end goal is to drive conversions, like seasonal sales, sign-ups, and new revenue streams, or even customer engagement.

Here are some common discount email types:

• Flash sales emails
• First-time buyer discounts
• Abandoned cart offers
• Seasonal/holiday promotions
• Exclusive/VIP deals
• Re-engagement discounts

These emails serve different purposes across the customer lifecycle. For example, first-time buyer discounts target new subscribers while they’re still engaged. VIP offers, on the other hand, boost customer loyalty and retention. It’s up to you to decide what discount email strategies best suit your business and when to introduce them.

Why Send Discount Emails to Your Audience

Let’s explore the key discount email advantages, followed by a few concerns to keep in mind:

• Boost short-term sales: It’s a proven way to drive quick revenue, especially during high peak seasons like Black Friday or Christmas.
• Strengthen relationships: When targeting existing customers, discount emails help build loyalty and improve retention—as long as they’re timely and relevant.
• Re-engage inactive customers: Offering special discounts to subscribers who haven’t interacted with your emails in a while can help rekindle the relationship.
• Support business objectives: When aligned with specific business goals, such as launching a new product or clearing out the inventory, discount emails can accelerate results.

But as with most things, discount emails come with potential downsides. For example, frequent discounts can train your audience to wait for the next offer, which may hurt your profit margin over time. Plus, overuse can contribute to email fatigue, leading to unsubscribes, or worse, spam complaints.

How to Craft Converting Discount Emails

Ready to reap the above benefits? Follow this step-by step guide to create discount emails that stand out:

1. Set up your discount email strategy

Do you need a ROI booster to end the season strong, re-engage loyal customers who haven’t purchased in a while, or convert subscribers into first-time buyers? Perhaps you’re aiming for all of the above at once.

You can set multiple goals simultaneously as part of your marketing strategy. The clearer your objectives, the easier it’ll be to communicate them through your copy and design in a way that works for your subscribers.

Maintaining a campaign log will be incredibly helpful for future planning and optimization. Add your campaigns to your email marketing calendar, including key details such as the project owner, send time, and type of discount.

Finally, explore what other tactics can support your goals beyond email marketing. For example, you could add banners to your website or tease your offer with a “coming soon” post on social media. These cross-channel touchpoints can help build anticipation and drive engagement across your entire marketing ecosystem.

2. Create a personalization plan

Instead of sending discount offer emails in bulk, aim for more personalized messages. Segment your email lists to target subscribers based on factors such as demographics or behavioral data and deliver email campaigns that motivate them to check out.

For example, if your goal is increasing repeat purchases with an exclusive deal, it’s best to target loyal customers and exclude those who’ve never purchased from your email list. Or target those subscriber groups with different messaging without putting your profit margins at risk.

Use behavioral data and dynamic content to combine your discount offer with personalized product recommendations or upsell opportunities.

Through automated workflows, you can send personalized incentives, including discounts based on customer actions. For example, if someone adds a product without purchasing it for the first time, send them a free shipping incentive. But if someone has completed three purchases in one year, send them a discount code to please them .

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3. Write an attractive subject line

How can you make a strong first impression on subscribers at first glance? Your email subject line plays a key role. Use clever wordplay or a clear value proposition to hint at the email content and motivate highly interested subscribers to open it.

Check out these subject line examples from notable brands:

• Up to 60% off our best sellers 🌸
• 15% Off Valentine’s Day gifts
• 🎁 Your 25% off is waiting
• We’ve got a treat for you
• 25% Off? Yes, please 😍
• Last chance for Early Bird pricing 🐤

Avoid using words that may trigger spam filters and land your email in the junk folder. If you’re targeting different segments, consider crafting custom subject lines for each list to boost relevance and open rates.

If you’re unsure about your subject line copy, use an AI writer to generate and test variations that appeal to your audience.

4. Highlight your offer with smart design

What types of email design can create a better experience and drive higher conversion rates? Most marketers prefer clean, simple layouts that make the discount visible within a single scroll. The call-to-action (CTA) button should be bold, clear, and easy to find.

If you’re combining discounts with other email types, such as welcome emails or abandoned cart campaigns, place the discount code in a prominent, eye-catching location. You can also incorporate GIFs or visual elements that highlight the offer and help your email stand out in a crowded inbox.

When offering limited-time discounts, consider adding a countdown timer to create a sense of urgency. Alternatively, for a softer approach, present the discount as a bonus reward for subscribers who’ve shown higher engagement. Choose the tone and design that best aligns with your brand and campaign goals.

5. Write copy that focuses on benefits

Some subscribers find short and sweet copy enough to claim a deal, while others need more information about a product or service before making a purchase. The intent of the buyer and discount type play a key role in how subscribers respond to those emails.

For example, if you’re combining a new product launch with a promo code, you’ll need to highlight the product’s key benefits to convince users. On the other hand, if you’re offering a discount on a product that an existing customer buys regularly, you can skip the details and focus on the value of the deal.

When it comes to your CTA, match the tone to your strategy. Use urgent language like “Shop Now” or “Get Discount” to drive immediate action or opt for softer prompts like “Learn More” if you’re nurturing interest over time.

6. Use urgency and scarcity wisely

Words like “exclusive,” “limited time,” “flash sale,” and “just a few left” are popular among marketers for a reason—they create urgency and FOMO, often nudging subscribers to get faster to checkout.

But not everyone responds positively to pressure. Some subscribers feel drained by constant urgency and scarcity tactics, which can lead to reduced engagement, spam complaints, or unsubscribes. And while a few drop-offs are normal, you don’t want to lose loyal customers for the wrong reasons.

Our take? Use urgency in moderation. Stick to one or two urgency cues per email and save the stronger language for follow-ups—especially when the offer is genuinely ending. This approach keeps your messaging honest, respectful, and effective in the long run.

7. Let data guide your discount strategy

While a marketer’s instinct is powerful, consumer habits and preferences evolve quickly. You can’t rely on gut feeling alone to create winning campaigns. Instead, customer data offers a more reliable path to success.

Most email marketing software provides users with analytics tools to track key metrics, such as open, click-through rates, and conversions. You can also monitor deliverability indicators—such as bounce rates and spam complaints—to protect your sender reputation. For deeper insights, consider integrating your platform with Google Analytics.

Wondering which discount type will appeal to your audience? Use A/B testing to compare different offers and find the most effective version. You can also experiment with other email elements, such as subject lines, CTAs, and design layouts, to optimize performance.

Finally, check out historical data to find which discount emails have had the best results based on multiple factors, such as offer type and send time.

7 Best Discount Email Examples & Why We Liked Them

Let’s move into the inspiration section. Here are 7 standout discount email examples from amazing brands—and why they worked so well:

1. La Roche Posay’s flash sale email

Subject line: 2 day sale! Your code is inside

The well-known skincare brand La Roche Posay introduced their flash sale with a personalized approach that felt both timely and relevant.

Why it works:

• The discount and promo code were placed prominently at the top, paired with a clear call-to-action.
• They included tailored product recommendations, labeled with the friendly header: “We picked these out for you.”
• The email also featured a trust-building element, mentioning the number of skincare experts who recommend the brand.

2. Headspace discount email

Subject line: Make time for you with 40% off 🤩

Headspace, the popular mindfulness app, used a New Year’s offer to motivate subscribers to set their resolutions with intention and calm.

Why it works:

• The subject line reflected the purpose and tone of the email–emphasizing savings without pressure.
• The email features two CTA buttons in complementary colors, with copy that focused on the value of the discount, rather than urgency.
• The end date of the offer was mentioned in the main copy, while a subtle scarcity note was placed in the footer to gently encourage action.

3. Phlur’s welcome discount email

Subject line: Welcome to PHLUR

PHLUR welcomed new subscribers with a discount to encourage immediate conversions and increase sales.

Why it works:

• The discount code was placed right at the top, combined with a bold “Shop Now” button to drive quick action.
• The email featured high-quality product images, showcasing a variety of items to appeal to different customer needs.
• It also introduced their loyalty program and its benefits, planting the seed for long-term engagement and future VIP customers.

4. Pepper’s abandoned cart discount

Subject line: Don’t Forget 👋

Pepper combined their abandoned cart email with an incentive to shield the deal:

Why it works:

• They included product images to jog the subscribers’ memory and reignite interest in the items left behind.
• The primary CTA button featured the discount, making the offer more visible and increasing click-through rates.
• They added a quick quiz to help new customers discover personalized product recommendations—a smart way to re-engage and guide decision-making.

5. Roku’s loyalty discount email

Subject line: Someone as awesome as you deserves awesome deals.

Roku shared an incentive with loyal email subscribers to reward their continuous engagement.

Why it works:

• The discount and expiration date were placed at the top, creating a sense of urgency right away.
• They showcased top deals along with the savings amount, making the value of the offer immediately clear.
• The subject line was engaging and personalized, helping boost open rates—though slightly lengthy.

6. Lyft’s re-engagement email

Subject line: You have an offer. It’s ready to claim.

Lyft built a win-back email to re-engage inactive customers with 10% off on their next ride.

Why it works:

• The subject line clearly stated the email purpose, making it easy for recipients to understand the offer.
• They highlighted key features of the service, reminding users of what they’re missing.
• A reassuring note about safety was included to address any hesitations and rebuild trust with lapsed users.

7. Blueland’s Black Friday sale

Subject line: Black Friday’s never been greener

Here’s a seasonal Black Friday sale email example by Blueland that captured our attention.

Why it works:

• The subject line was on-theme and brand-aligned, reflecting their eco-conscious values while tapping into the Black Friday buzz.
• They included their best seller items, encouraging prospects to take advantage of the discount on products they’re most likely to love.
• The email included customer testimonials, adding valuable social proof to build trust and drive conversions.

Premade Discount Email Templates

How can you make beautiful, custom emails without wasting valuable time? Grab one of Moosend’s HTML templates below and customize them through the intuitive drag-and-drop editor:

Seasonal sales email template

Customize this spring sales template to match your brand’s look and feel. Add your brand colors, swap in your own images, and use the drag-and-drop email builder to insert text blocks and promotional content:

Simple sales template

Use this simple template to demonstrate your products beautifully. Customize it using your brand’s colors and assets—no coding needed:

Welcome discount email template

Customize this template to welcome new subscribers and offer a first-purchase discount. Include customer testimonials to build trust and encourage conversions right from the start.

Plain text discount email template

Need copywriting inspiration? Start with this flexible template and tailor it to fit your message, audience, and goals:

Subject line: 🎉[X]% Off for a Limited Time!

Something exciting is coming your way! We’re offering you an exclusive [X]% discount on your next purchase.

Whether you’ve had your eye on something special or just want to treat yourself, now’s the perfect time to shop.

✅ [Highlight a key benefit or product feature] ✅ [Mention limited-time urgency, e.g., “Offer ends Sunday!”]

Use code [Discount code] at checkout to claim your savings.

👉 [Shop Now Button or Link]

Ready to Create Your Next Discount Email?

It’s time to let your brand shine and give your audience something to remember. Your copy, design, and timing all play a crucial role in capturing attention and driving action.

Remember, personalization is key. The more tailored your discount emails are to your audience’s needs and preferences, the more likely they are to convert. Whether you’re launching a seasonal sale or rewarding loyal customers, make every word count and every visual pop.