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Discount email templates

Dealing with discount negotiations might be challenging for both – consumers who request better prices from brands they shop with and sales or customer service teams that need to handle discount requests in a way that satisfies customer expectations without destroying a business’s profit margins. Whether you are a consumer seeking a discount from your vendor or supplier, or a customer service/ sales rep who has do deal with discount requests from customers and prospects, you might find the following templates helpful.

We’ve prepared a set of email templates to promote your discount offers, increase sales, and grow your business!

Well-executed discount campaigns are sure to attract new customers and increase the loyalty of the existing ones. In this article, we’re going to discuss:

  • what is a discount offer email and why you should care
  • how to write your own discount offer email
  • discount offer email examples you can use as templates

Ready to master the art of discounts? Keep reading to learn more!

What is a discount offer email? Why is it important for your business?

As the name suggests, a discount offer email is used to inform your customers about a special discount. It can be a general discount for all items in the store, as well as a coupon or a discount code to use at the checkout. 

It’s a common practice that brings real results! Here’s a handful of statistics to prove this statement:

  • The vast majority of customers (93%) use discount codes throughout the year.
  • When asked about the previous week, 60% of consumers claim that they’ve used a discount code during that time.
  • Three-quarters of all customers claim that they deliberately look through their inbox in search of discount codes. 
Discount email templates
Automate discount emails right from LiveAgent by saving these templates as canned messages

By the way, did you know that coupons make customers happier, and there is neuropsychological research to prove that? A study from the Claremont Graduate University has shown that receiving a 10% voucher increases the oxytocin levels by 38%. Participants who have received were also 11% happier. To top it all off, they also felt more relaxed. 

So, how can you implement these codes in your strategy? The easiest way is through email campaigns. Here’s how to create them:

Tips for writing effective discount offer emails

Starting from a blank page can be daunting and frustrating. We know it from experience! 

To help you out, we’ve created a list of tips to keep in mind when writing discount offer emails. If you still don’t feel like writing an email, scroll down to see our ready-to-use discount offer email templates!

  • Choose the right tone – Be sure to keep a consistent tone in all of your emails. If you decided on a formal one, your customer might be surprised (if not offended!) when they receive a more laid-back message out of the blue. 
  • Be concise – Get to the point quickly. The customers have limited time spans, and their time is precious, especially if we’re talking B2B communication. An effective email is easy to scan – finding the main information (the discount offer) should take a split second.
  • Focus on the value – This tip goes in line with the previous one. Keep your email focused on the value you have for the user – which is the discount code.
  • Leverage urgency – Include the end date for your offer. This will evoke the feeling of urgency and encourage your customers to act fast.

Key takeaways

When asking for a discount from a business either as a prospect or as a loyal customer, there are two critical things to remember if you want to achieve a positive outcome: having a polite, positive and professional tone, and providing a good explanation on why you cannot afford the quoted price (or why you believe accepting your discount request would be beneficial for both parties). Here are some discount request letter templates you can use: 

Common discount inquiry

General discount request 

Specific discount request 

How to respond to discount requests – email templates

No matter what products or services you offer, every business is likely to come across prospects or existing customers asking for discounts. However, simply agreeing to provide a discount demonstrates that your product/ service isn’t worth your asking price and starts your customer relationship on the wrong foot. Here are some tips on how you can effectively negotiate discount requests towards a win-win outcome and respond in a professional way:

  • Ask the prospect why price is an issue to find out whether asking for a discount is a part of their standard negotiation strategy, or they really cannot afford your product at the quoted price.
  • Acknowledge the request but move the conversation away from price by explaining how your product/ service offers more value than those of your competitors and emphasizing its benefits.
  • Deny the discount request but increase the value of the deal instead by providing some extra perks for the proposed price (e.g. free add-ons, extended warranty, free training, etc.)
  • Agree to a discount while altering the terms of the deal (such as increasing the order size, changing the scope of the order, lengthening the contract, etc.)
  • Agree to provide a discount only if you are receiving an obvious benefit in return (longer contract, large down payment, case study, referral, review, etc.)
  • If you are prepared to offer a discount, ask what they feel would be an appropriate discount and see if their request is reasonable and acceptable to your business.
  • If you cannot satisfy a customer’s request and cannot offer a discount, make sure to explain why your pricing is justified and why that’s your company’s policy.

Negotiating a discount request #1

Negotiating a discount request #2

Rejecting a discount request #1

Rejecting a discount request #2

Accepting a discount request #1

Accepting a discount request #2

Discount offer email templates – Frequently asked questions

Should I send a discount offer to all of my contacts?

Discount email templates

It depends on your overall strategy. You can either send a discount offer to all of your clients or address this communication to an exclusive group such as unengaged potential customers. If you decide to do the latter, then make sure that contacts who aren’t included in the offer won’t find out about it.

Should I inform recipients of a discount offer email about the exact reduced product/service price? 


Usually, companies inform their potential customers about the size of a discount in terms of a percentage, or they present a before and after price. You could also include a link to your pricing and provide all relevant information there. Invest some time in A/B tests by sending two different emails to the same group of clients and check which one drives better results. 

Which is better, a simple email or a visually attractive message?

Discount email templates

Discount email templates aim to attract attention and convince a recipient to take a certain action. That’s why sending a well-designed, visually attractive email will probably get better results than a plain text message. If you Google “discount email” you’ll find many examples, all of which are colorful and flashy with big reductions. It’s best to follow this path.

Ready to put your discount templates to use?

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