How to promote Shopify discount codes that get used

Creating a Shopify discount code is relatively straightforward. Getting it used takes thoughtful planning. 

To drive redemptions, discounts need to be seen and understood. Your website and email marketing should do the heavy lifting most of the time. 

We’re discussing how to use these two marketing channels as the foundation for turning codes into conversions. We also share advice on using other media to announce your Shopify promos, whether to reach a select audience or cast a wider net. 
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This article is part of Seguno’s Shopify Discount Strategy Series, which covers discount types, safeguards, unique codes, and promotion strategy.

4 guidelines when marketing discount codes  

Regardless of the promotional channel, follow these Shopify discount code tips:   

1. Always state an expiration date. Time-bound offers create a sense of urgency and reduce procrastination. Avoid “evergreen” codes unless there’s a distinct strategy.
2. Be explicit about eligibility. Clarify what the discount applies to and what it doesn’t, any minimum spend, and exclusions to avoid uncertainty at checkout.
3. Avoid overlapping promotions. Competing offers can create confusion and frustration about which deal to use.‍
4. Show concrete savings when possible. Especially for promotional pricing around a product, display the discounted price vs. the regular price to reinforce the cost difference.

How to promote discounts on your Shopify site

Your online storefront is the portal to your brand, making a homepage takeover a natural solution for advertising a Shopify promo.  

If a subtler approach aligns with your aesthetic, we have two suggestions:  

1. Publicize the promo in a banner. You’ll still attract attention without the in-your-face effect. Banners can accommodate general promotions, but not personalized, unique discount codes. Therefore, they’re best for broad awareness. 
2. ‍Call it out in a website popup. Popups can do more than capture email addresses. Use them as a megaphone for sharing company news, such as an offer. Like the banner, you can only include generic codes. Use popups selectively, especially if you already have one to gather email and/or SMS data. Trigger them based on behavior. For example, tuck a Shopify discount code into an exit-intent popup. 

Various Shopify discount apps extend Shopify’s native tools by giving you more control over how discounts display across your storefront.

How to promote Shopify discounts through email marketing 

Email marketing is not just a direct line to your audience — and therefore a good bet for ROI — but ideal for shielding your discount codes from rampant abuse. Plus, you have a lot of real estate for messaging. 

Below are three suggestions for using an email campaign to your advantage. 

1. Repeat the value, not just the code

Many redemptions occur because the messaging clearly restates the benefit. Funky Mello, for example, focuses the entire email on the perk. There’s no question about what the offer entails and what products it applies to. 

2. Use reminder emails strategically

While you can generate noise with a multi-email series, discount codes show diminishing returns with each subsequent send. 

According to our email discount code report, resending one time — especially when it’s a generic code — can have substantial value. An analysis of email-generated conversions found the following: 

• Emails with generic codes: a second send generated an additional 25.4% in revenue, on average
• Emails with unique discount codes: a second send generated an 11% revenue lift, on average 

Seguno Email has a pre-built starter campaign pack for sitewide sales and professionally designed promotional email templates.

3. Segment before you send

Email is handy for offering exclusive promos to targeted segments — whether based on past behaviors or demographic indicators. 

For example, one study indicates that 75% of customers are more likely to make another purchase when given an incentive. You could send a unique coupon code to all subscribers who have made a purchase. Or, raise the personalization bar by discounting a product that complements a previous purchase.

How to promote Shopify discounts through other marketing channels

Your website and email marketing program are the most effective channels for sharing Shopify discount codes, but not the only options. Amplify awareness by tapping other media outlets, including: 

• SMS marketing: send messages to on-the-go consumers who have subscribed to receive your texts. SMS is best for short-window offers; use unique codes for better discount performance tracking. Keep copy concise and deadlines obvious.
• Social media: expand your reach through Facebook, Instagram, TikTok, and any other platform you’re on. Use for visibility and reinforcement of generic codes.
• Influencer campaigns: introduce your brand and attract new customers through collaborations with niche-relevant content creators. Unique codes tied to a creator are ideal for clear attribution. 
• Digital ads: use Google Ads and other paid advertising to connect with shoppers searching for your solutions. Ideally, promote discount messaging through retargeting.  
• Direct mail: send mailers with instructions for redeeming the code. Use unique codes to track performance.   

Plan cross-promotions for higher discount redemptions

Discount codes don’t succeed on their own. The brands that see consistent conversions intentionally promote them, placing offers where they make most sense for reaching their target audience. 

So, reserve time to plan. Strategically cross-promote your Shopify discount codes across the channels that align. Do the upfront work so your discount redemption hits your goals.