Discount codes and coupons have long been a staple marketing tactic for ecommerce brands to incentivize purchases and sales.
When offered as lead magnets, discount codes can also be a powerful tool to generate new leads and subscribers for a DTC brand.
The offer of an exclusive discount code in exchange for an email signup or social follow enables brands to parlay peoples’ universal love of saving money into new leads.
Even a 15-20% off coupon code can entice visitors to provide their contact info and opt-in to marketing.
The discount provides them clear value upfront.
For the brand, gathering these emails and followers allows them to market to qualified leads who have expressed interest via their signup.
The brand can then nurture these leads with retargeting ads, email newsletters, social content and reminders to use their discount code.
A percentage of leads acquired via discount codes will convert to first-time buyers.
Discount code lead magnets tend to attract deal-seekers more so than brand loyalists. So they may have slightly lower long-term value per lead compared to other magnets like webinars or consultations.
However, discount code leads still convert at strong rates, and the lead acquisition cost is virtually zero for brands.
The key for brands is to offer discount codes that balance enticing prospects without eroding profit margins.
Limited-use, one-time codes tend to work best. Tracking ROI will determine effectiveness over time.
Used strategically, discount codes continue to be an easy, low-risk lead gen option for DTC ecommerce.
Here are some examples of effective discount code lead magnet ideas for different direct-to-consumer (DTC) ecommerce industries:
Fitness:
- 20% off your first workout equipment purchase
- $15 off orders over $100
- Free shipping on your first supplement order
Fashion:
- 25% off your first apparel purchase
- 20% off dresses and swimsuits
- BOGO 50% off on jeans
Home & Kitchen:
- 10% off your first kitchen appliance
- $20 off orders over $200
- Free gift with purchases over $150
Beauty & Wellness:
- 20% off your first self-care or makeup item
- 15% off hair products and tools
- BOGO 50% off skin and body care
Pet Care:
- 25% off your first pet food order
- 15% off pet toys and accessories
- Free gift with purchase over $75
Lifestyle:
- 10% off your first order sitewide
- Free gift or accessory with signups
- Refer-a-friend for 20% off
Offering exclusive sitewide or category-specific discounts, loyalty coupons, free gifts, and free shipping are all tactics DTC brands can use to entice email and social signups with discount codes.
The key is balancing value versus margins.
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