Craft a robust discount strategy for your brand

A static coupon code is a phrase or alphanumeric string that unlocks a specific discount.

Unique, sometimes called “dynamic,” codes are a random series of numbers or letters that a recipient can use 1 time. Each recipient will receive their own coupon code, and no 2 recipients will have the same code.

• Shareable across messages because every customer can input the same code (for example WELCOME10 could be a static code).
• Easy to manage from your ecommerce platform.
• Easily redeemable because they are usually easy for customers to remember.
• Quick to generate; simply type the code into your message after you’ve set it up in your ecommerce platform.

• Builds exclusivity with users since they each have their own unique redeemable code.
• Limits code abuse and oversharing of discounts since codes are unique to each recipient.
• Can provide greater rewards or discounts for higher value activities due to the more controlled nature of the unique code.

• Code can be widely shared, meaning you may lose more margin on your products than originally intended.
• Limited control over which specific customer segments can use the code.
• Feels less exclusive and urgent than unique codes due to their easily shareable nature.

• Extra steps are required to generate unique codes on most ecommerce integrations.
• Reporting or tracking may be more involved depending on your ecommerce integration.

Static discount codes tend to be a great alternative to in-cart discounts.

Static codes can be marketed as a central call-to-action within your overall campaign message. For instance, if you’re having a Fourth of July sale, you can send a campaign with the call-to-action of “Save now with the code REDWHITEBLUE at checkout!”

You may also want to use a static code to easily track how often a code has been used and who used it.

Unique discount codes work best when you are rewarding a recipient for taking a specific action, like signing up for your email newsletter.

You only want that particular recipient to receive the benefit of their action, so using a unique code makes the reward experience feel more personal.

Plus, customers are less likely to share a unique single-use discount code with someone else because they’ll lose the ability to use it themselves.