Unique coupons: what they are and 11 ways to use them

If Shopify discount codes are a vehicle for reaching your brand’s sales goals, then unique discount codes are the GPS navigating you toward better outcomes, quicker.

Unique coupons offer substantial marketing benefits that generic coupons can’t: a means to protect profit margins, personalize, and attribute accurately. 

We’re explaining what unique discounts are, the reasons for using them, and 11 use cases to inspire your marketing program. 
‍

This article is part of Seguno’s Shopify Discount Strategy Series, which covers discount types, safeguards, unique codes, and promotion strategy.

Generic vs unique discount codes 

According to our email discount code report, brands use generic Shopify discount codes nearly three times as often as unique discounts.  

There are good reasons for that imbalance. Blanket discount codes — such as WELCOME10 or SPRING15 — are easy to create and mass distribute. Likewise, their straightforward formula is relatively frictionless for shoppers to type in and redeem. 

On the other hand, random codes are just that: a unique alphanumeric jumble. Because each code is unique, it is intended for one-time use by a single person.

Why send unique coupon codes?

Generic promo codes are convenient for both merchants and customers. So why would a brand want to hassle with one-time use discount codes? 

Larger brands clearly embrace them as a strategy. Seguno’s 2025 Unique Discount Benchmarking report indicates that Shopify Plus brands create 2.67x more unique code discount sets than non-Plus brands.

These brands recognize that unique coupons grant:

• Safety. A unique sequence limited to one use per customer dismantles the threat posed by coupon-sharing sites. It’s the strongest tactic for safeguarding discounts and protecting profit margins.  
• Personalization. A unique code can make recipients feel special. From a customer’s viewpoint, you tailored a code specifically for them.‍
• Attribution. As privacy settings tighten, unique codes are a reliable tool for gauging discount code performance and which campaigns spark engagement.

11 use cases for unique coupon codes 

There are numerous strategies — some common and others less obvious — to turn shoppers into customers and customers into devotees through unique discount codes. 

#1 Promote a sale 

You can’t discuss unique coupon codes without mentioning sales. One-of-a-kind coupon vouchers are perhaps most widely used in promotional pricing strategies. 

While there are many ways to promote discount codes, the two most popular ways for distributing unique coupons are:

1. Email marketing. It’s often quoted and bears repeating: email produces the highest return on investment of all marketing channels. The 2023 Consumer Trends Index cites that globally, 52% of consumers made a purchase “directly from an email they received in the last year.” 
2. ‍SMS. According to one study, 60% of consumers check text messages within one to five minutes of receipt, making SMS marketing a viable option to reach subscribers.

#2 Incentivize a newsletter signup

All too frequently, Shopify merchants provide an easy-to-share generic code through the welcome email automation. Or worse, they advertise the code on their site, giving no reason for someone to follow through with a newsletter signup. 

The smart move is to reserve the reward for the automation and ensure it’s a random code.

#3 Attract new customers or win back old ones with direct mail

The impact of direct mail can be challenging to analyze. Unique coupon codes are the antidote to weak attribution, and therefore a perfect tool when you want to reach any audience with a mailer.  

Lapsed customers are especially receptive to direct mail, per an experiment by Leonardo Plebani. The study doesn’t indicate if he offered a promotion, but he netted nearly $54,000 in sales from 4,380 mailers.

#4 Support influencer marketing campaigns 

Partnering with affiliates or content creators typically means providing them with an exclusive discount to distribute. Unique coupon codes enable secure code management, whether collaborating with a micro-influencer or someone with a 50K following. 

Create a single, unique discount code customized for the partner, but limit its use. For example, personalize a string of letters and numbers, set the maximum number of uses to 100, and have your influencer share a single redemption code. 

“My favorite use case for unique discount codes is influencer campaigns,” says Kate Ross, marketing specialist at Irresistible Me. “They allow us to reward content creators, track exactly how much traffic and revenue they drive, and give their audience something exclusive.”

#5 Soothe customer grievances    

Placating customers is part of running a Shopify store. Handle issues promptly and fairly, and you’ll establish trust. Customers who experience a prompt resolution to their complaints have a purchase intention rate of 82%. 

If you use discount codes to appease customers, arm customer service reps with their own unique coupon set to use as needed. 

You can also be proactive and get ahead of issues. For example, if shipping complications cause delivery delays, notify customers through email, apologize for the inconvenience, and offer a unique code for a future purchase.

#6 Bolster a review request 

Nothing quite builds trust like the authenticity of a customer’s words. Approximately 70% of online shoppers read one to six customer reviews before making a purchase. 

Jessica Thompson, CEO of Yogo, uses unique discount codes to incentivize product reviews. She asks customers who purchased yoga mats and other gear on a third-party selling platform to leave a review for her Shopify store.  

“Hopefully, the code will also incentivize them to come back to our store instead of the platform,” Thompson says.

#7 Foster easier sales account transactions 

Unique coupon codes are also a solution for B2B sales and business account managers.  

Say you’re a sales rep for a craft beer company tasked with boosting swag shop sales. Create unique discount codes with these parameters: 

• The recipient can take $100 off a purchase
• The offer expires at the end of the month 

Provide the code to contacts at restaurants and bars in your territory, encouraging them to stock up on new merchandise.

#8 Reward loyalty program customers

Part of the allure of a rewards program is the special perks. Unique coupon codes reinforce that exclusivity.  

Aside from gifting discounts when loyalty members reach milestones, unique codes are appropriate for enabling other standard perks: 

• Free shipping 
• Free products 
• Free samples

Additionally, consider offering random, one-time codes when asking program members for a favor. Total Retail advises incentivizing member actions, such as recommending your brand on social media.

#9 Boost referral efforts

Social influencers aren’t the only people with swaying power. A Keller Advisory Group survey indicates that 91% of consumers trust their friends, family, and coworkers for recommendations. 

Use a unique code generator to create referral codes that customers can share with their network. When it results in a purchase, gift the referring customer a product or special discount. (OffCourt also sweetens the deal for the friend, too.)

Referral marketing can yield big payoffs. A Wharton School of Business study found that referred customers have an average lifetime value 16% higher than non-referred customers. 

#10 Thank customers for their purchase

Unboxing can be an enjoyable moment to savor and remember. A small way to add a little delight: slide in a packaging insert with a unique coupon code. 

Express your gratitude with an offer that encourages a repeat purchase. It could be free shipping on the next order or $10 off a complementary product. If you have the time, a handwritten note is a sincere and endearing touch. 

Inserts are part of WeLoveDoodles' discount code strategy. “We include codes with post-purchase inserts,” says CEO Garrett Yamasaki, “which helps drive 35% of our repeat purchases.”

#11 Drive foot traffic to your online store 

If you attend popup events to gain a stronger local foothold, then we’re guessing that the majority of visitors are just that — window shoppers. So how will they remember you? 

Print materials can be the hero. Hand out small cards featuring your company information. Entice them to visit your online shop by adding a sticker with a unique discount code for a special offer.  

You’ll steer visitors to your digital store and equip yourself to track subsequent sales.  

How to make unique discount codes in bulk 

Any merchant using Seguno email marketing can create unique discount codes for their newsletters and automations within Shopify. 

For brands using other email service providers — or want to distribute personalized coupons through different marketing channels — Bulk Discount Code Bot generates unlimited unique codes.

Consider how you can leverage unique discount codes for your brand. You’ll not only stop discount abuse and increase personalization, but also gain greater visibility into the promotions that truly resonate.