Marketing Offer FAQ
Straight answers to the questions marketers ask before launching a promotion.
How deep should a discount be?
Deep enough to change behavior, shallow enough to protect margin. For most retail categories, 10 to 25% moves the needle; above that you start eroding margin and training customers to buy only on sale. Work backward from your contribution margin, not forward from what competitors are doing.
How often can I run a sale without cheapening my brand?
There is no universal number, but the pattern matters more than the count: predictable, always-on discounting trains shoppers to wait. Occasional, genuinely time-limited promotions with clear reasons (seasonal, inventory, milestones) preserve full-price credibility.
Should I use a coupon code or automatic discount?
Codes feel exclusive and are easy to share with segments; automatic discounts convert better because they remove a step at checkout. Use codes for targeted offers (email, partners, referrals) and automatic discounts for public sitewide sales.
What is the best offer for a new store with no customers yet?
A welcome offer tied to email signup: it converts first-time visitors and builds your list at the same time. Pair it with free-shipping thresholds once you have traffic data to set the threshold above your average order value.
How do I stop coupon codes from leaking onto deal sites?
Use single-use, unique codes for anything targeted (welcome, referral, partner offers). Keep public offers automatic or generic, and accept that generic codes will travel; price them accordingly.
Do flash sales actually work?
They work when the deadline is real and the discount is meaningful. They fail when "ending tonight" repeats weekly, because customers learn the urgency is theater. A hard end time plus a redemption cap keeps the mechanic honest.
Is free shipping better than a discount?
Often, yes, for online stores: shipping fees are a leading cause of cart abandonment, and removing them feels like removing a penalty rather than getting a deal. Test both; the winner depends on your category and average order value.
What should my offer terms include?
Valid dates, eligible products, any exclusions, whether it stacks with other offers, and redemption limits. Clear terms increase redemption and cut support tickets; hidden restrictions discovered at checkout destroy trust.