To discount or not discount…it can be surprisingly difficult to decide.
If you are not selling enough, it can be tempting to assume that price is the problem – and offer a discount - when it can actually be any number of reasons for the lack of sales.
On the other hand, many of the sales made by email marketing for ecommerce stores are driven by discounts. If those types of business didn’t offer discounts, they would sell much less.
This summer, I did some email marketing for a beauty brand. So I did some research on email marketing in that industry to get a feel for the style of emails that are sent, plus the language and images used.
In general, the emails were very sales-driven. Lots of discounts and many ‘shop now’ buttons. Then I went along to a Marketing Meetup ecommerce workshop with a speaker from the beauty brand Dermalogica, who said they never offer any discounts at all because "we are not a discount brand".
So the approach to discounting can vary from one extreme to the other, even within the same industry!