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Email Playbook ยท Bozmarketing

28 Non-Discount Campaigns

28 campaign types that make sales from your list without another discount code. Each one comes with why it works, how to build it, a ChatGPT prompt where it helps, and real brand examples.

The strategy

Educate first. Let the product be the answer.

Education + positioning = sales without discounts.

Why not just send sales

  • Only sending sales emails annoys your list no matter how often you send, even once a week.
  • Sale after sale reads as "pick me." It looks needy, and needy creates sales resistance.
  • Aim to look altruistic: a brand that would be fine without the customer, while still making them feel special.
  • A brand that sends real value looks sought after. It doesn't need to beg for purchases, and that alone proves it is legit.

What a winning email does

  1. Educates the customer on a problem, a process, or a solution.
  2. Positions your product as the solution, the thing that ties it all together.

Today's customer wants to do their homework before buying, especially in health. Give them everything they need inside the email so they never have to dig through studies themselves.

Trust points

Every valuable email earns trust points. You cash them in when you ask for the sale. The people who don't buy from an educational email are the ones you cash in on later.

Micro topics: one email, one topic, one takeaway

  • A micro topic is one small piece of your industry, your process, or your product.
  • An email gets 3 to 5 seconds of attention. People check email at a red light or in a queue, on autopilot.
  • Try to teach ten things and they keep none. Teach one and they keep that one.

"What is the one thing I want my customer to know after looking at this email?"

That is why so many of the campaigns below start with "one." Each can be repeated for every benefit, feature, or question you have.

How often to send

Sends per weekWhat happens
1 to 2The customer forgets you. No opening habit forms and open rates drop. Money left on the table.
3 to 4 Sweet spotHighest revenue, lowest unsubscribes. You stay top of mind and every email carries equal weight.
5 to 7More unsubscribes, a diluted message, and revenue that plateaus.

The average customer is on 40+ e-com lists and sees 70+ brands a day. Once a week gets lost. If you are stretched, two a week works, but 3 to 4 makes more.

Campaigns 01 to 14

The core campaigns, step by step

Lean on whichever work best for you. You can send a dozen different benefit emails, feature emails, and FAQ emails before you ever repeat yourself.

01

Reviews and testimonials

An email built around what customers say.

Why it works
  • Simple, easy, and reliably effective, yet most brands rarely send one.
  • It proves you're legit and actually deliver, which removes doubt.
  • It shows other people are fans. People follow the herd: seeing others take the risk and come out happy makes them more likely to buy.
How to build it
  1. Pick reviews that knock down a specific objection. Generic praise does little.
  2. Weak: "This brand is awesome." Strong: "I struggled with acne for three months and have sensitive skin, but this is so light on my skin."
  3. Social media comments work too and give an Instagram feel.
  4. Always show your total review count, like "over 30,000 five-star reviews."
  5. Two in-depth reviews beat a pile of short ones. Someone spent 10 minutes writing it, so the brand must be good.
02

How to use

A step-by-step guide to using the product.

Why it works
  • Be as clear as possible and remove as much doubt as possible.
  • Leave it to their imagination and people overcomplicate things.
  • It gives value and builds trust without a hard sell.
How to build it
  1. Use the product yourself and write down your steps.
  2. Bonus: show how to get the most out of it.
  3. If it's too obvious to need a guide, switch to "how to get the most out of it." For clothing, "how to style it."
Examples
"How to pull a shot of espresso"Beats the objection "why buy this if I can't use it?" Gives the recipe and ratios, and shows it's not that hard.
Perfume: get the most out of itSpraying perfume is obvious, so it gives tips: keep it out of direct light, avoid the bathroom, store it dry, keep the temperature steady.
03

Myths vs facts

Common misconceptions in your industry next to what's actually true.

Why it works
  • Like an FAQ, it tackles objections head on, which makes sales.
  • "Myths vs facts" is an intriguing headline on its own. People love a "did you know that's a myth?"
How to build it
  1. Ask support what people commonly get wrong.
  2. Put each myth next to the fact.
  3. Tie the product into the fact where you can.
ChatGPT prompt
[Describe your product.] I'm creating a myths versus facts email campaign. Give me three myths versus facts about my industry that I can include in this email.
Example: sunscreen brand
MythFact
It's impossible to get sunscreen on my kids.Kids love applying it, thanks to the fun texture.
Sunscreen and sweating don't mix.Ours is built for it.
Sunscreen mist always leaves a white cast.Nope, ours doesn't.
04

One benefit

The whole email is about one single benefit the product gives the customer.

Why it works
  • Show everything at once and the customer forgets all of it. Attention spans are short, so go one at a time.
  • Going deep on one benefit earns trust points.
How to build it
  1. Write down 10 single benefits of the product.
  2. Make one email per benefit. That is 10 emails.
  3. Keep it simple: the benefit, the product as the solution, then social proof.
ChatGPT prompt
We have this product for this e-commerce store. Our product is [as much detail as possible, verified, taken from the website]. Give me a list of 10 specific benefits about this product.
Examples
Magic Mind"Banish festive fogginess." A little information, then a step-by-step on how to use the product, with strong branding. The one benefit: beating brain fog.
SeedOne benefit, less bloating. The whole email: 61% of people get digestive discomfort, our strains are proven to reduce bloating in two weeks, then testimonials.
05

Back in stock

A full email, or two, announcing a product is back.

Why it works
  • Back in stock means it sold out. Sold out means it's popular. Popular means it could sell out again.
  • One angle, two triggers: popularity and urgency at once.
How to build it
  1. Track when new stock lands and send a feature email on that product.
  2. The angle still works when a product never fully sold out, for example when a fresh shipment arrives.
  3. Add "limited time only" for extra urgency.
  4. Send one every now and again.
Examples
"The Spidey Suds is back""This has returned." A back-in-stock headline, then a product feature.
"The full glass is back"Same angle, featuring one specific style.
06

Research study highlight

Feature a published study related to your niche.

Why it works
  • It positions the brand as an authority, an industry leader on top of the latest findings.
  • The study doesn't have to be about your product. Your niche or one of your ingredients is enough. Any study can be connected to your brand.
  • It may not sell much directly, but it sells more down the line.
How to build it
  1. Search Google Scholar or ChatGPT for studies in your niche.
  2. Read the abstract and summary.
  3. Write the email and link to the study.
  4. Optionally position the product as the answer to what the study found.
ChatGPT prompt
We have this product. We're trying to find a professional third-party research study related to our niche that we can educate our customers about. Can you provide me with five?
Examples
"New study reveals the link between soft gums and inflammation"What we found, here's the risk, then the product as the fix. One version links out to the study, the other promotes the product.
"What does the research say?"A "read more" layout that keeps people reading and builds trust because the brand did the research.
07

What's inside

For a package, bundle, or consumable, explain everything that comes with the order.

Why it works
  • People want to know exactly what they're getting. It clears up doubt before they order.
  • With consumables, people want to know what they're putting in their body.
  • Lots of brands include a free bonus, like a product guide, and never mention it. "Order today and get this free guide" can be what tips someone over.
How to build it
  1. Unpack everything: every ingredient, every extra.
  2. Show it as a list.
  3. Keep it skimmable.
Examples
AG1 unboxing"There's so much to look forward to." You get this, this, a shaker bottle, and the packs.
Supplement brand"Here are the seven ingredients in our product," listed out. Clears up a lot of doubt.
08

Us vs them

A clear comparison of you against competitors or the rest of the industry.

Why it works
  • Laying things out clearly runs through every campaign here. A comparison is one more way to show why someone should pick you.
Handle with care. Never "these guys suck, we're great." That loses frame and raises sales resistance. Show the facts, show the difference, and let the customer decide.
How to build it
  1. Use a table: your brand in one column, the competitor in the other.
  2. Compare on unique selling points.
  3. Keep the tone factual, never begging.
ChatGPT prompt
We have this product in this niche. Our product does this. I'm creating an us versus them email, my brand versus another brand in the industry. Give me a comparison list comparing unique selling propositions with my brand versus competitors to make my brand look superior.
Examples
Food delivery service"Here's why we shine." Us vs "generic delivery," in a table.
Faceless vs usThe competitor column is described as faceless and bland, so the brand stands out.
09

Random holiday

Promote a fun, obscure holiday and connect it to your product.

Why it works
  • Everyone loves a holiday.
  • There's a random one every day, so you never run out.
  • It gives people a reason to shop without feeling salesy.
  • Christmas and Easter still work. This campaign is for the odd ones.
How to build it
  1. Find holidays on Checkiday or similar calendar sites.
  2. Or ask ChatGPT (below).
  3. Tie the holiday to a product. Make it fun.
ChatGPT prompt
Are there any random holidays in this month that we can create an email campaign out of? Here's my product.
Examples
National Irish Coffee Day"Whether you're in the mood for a traditional taste... shop now," featuring a product that fits.
National Hiking Day"View this trail." Works for any brand selling outdoor or hiking gear: "National Hiking Day. Shop this."
10

One feature

One email on one feature, ingredient, material, or mechanism.

Why it works
  • "Sell benefits, not features" is only half true. People want to know what's in the product and the science behind it.
  • Features make you different. Every protein powder promises "gain muscle." Not every one says "pre-digested whey protein."
  • What's common sense to you is new to your customer. Someone who discovered creatine last week has no idea what "instantized" means.
  • It works outside supplements too: a whole email on a jacket's front pocket and what fits in it, or on how the zippers work.
How to build it
  1. List every material, ingredient, or small feature.
  2. Each one becomes its own email.
  3. Break it down: what it is, how it differs from the usual version, and how that helps the customer.
Examples
Tamanu oil (skincare)"Unlock the power of Tamanu oil." One key ingredient explained, then the properties of that ingredient.
"What we mean by instantized creatine"Regular creatine does X, instantized does Y, which means Z, and here is how that helps you.
11

Trending products

Feature the products doing well right now.

Why it works
  • Customers like knowing what's popular and what's new.
  • You can't really send too many of these.
The twist: future trending
  • Never "what was popular last summer." Last summer is old news.
  • Say "what's trending this summer," or "the trend that will take over the rest of summer."
  • Frame it as what's happening now and what comes next.
How to build it
  1. Pick a product or collection to highlight.
  2. Frame it as trending, now or coming up.
  3. Bonus: build a curated collection page in Shopify for the trend and link the email straight to it.
Examples
Checkered phone cases"2024's hottest case, #1 bestseller this year," linked to a special new-and-trending collection page. Also says "now in stock," stacking campaign 05 on top.
"Green for spring"A showcase of green products that are trending right now.
12

FAQ

Take one common customer question and answer it properly in a full email.

Why it works
  • It handles an objection head on.
  • Quick questions can share an email. Longer answers get their own, so you never bury the reader in a wall of random FAQs.
  • Focus on one question, lay out all the facts, and the customer has no choice but to agree.
How to build it
  1. Picture an alien who just landed and found your product. What would they ask?
  2. Ask support which questions come in most. One email per question.
  3. Answer in depth: when, why, a few tips, then the product as the solution and some social proof.
ChatGPT prompt
We have this product for this brand. Our product does this. Give me a list of 50 frequently asked questions about our niche to customers that may have no idea we exist.
Examples
"When can I expect to see creatine's effects?"When you'll see results and why, a few tips, then a "recommended for you" product block.
"Can teeth whitening harm your teeth?""The truth behind teeth whitening." Most products use an ingredient that can harm, ours doesn't, so we're the solution.
13

Blog promo

Tease one of your blog posts to get the click.

Why it works
  • Blogs live on your site. Once someone is reading, the shop is one click on the logo away.
  • Someone who clicks a blog is more likely to buy. It moves them down the funnel.
  • A good blog sells your products anyway, like a sales letter.
  • It's a soft sell and a change of pace. You build goodwill and still make sales.
How to build it
  1. Pick a past blog post.
  2. Write an intriguing headline.
  3. Give a sneak peek only. Optimize for the click, not the read.
  4. Put a "read more" button high up, even in the header.
  5. Optionally add products at the bottom.
Examples
"The health benefits of olive oil. Get the scoop."Teases a few Q&As, then "get all the Q&A goodness" on the blog.
"Benefits of the bong. Are they really better?""Learn more" button in the header, a little background, then products at the bottom.
14

How it's made

An email that walks through how your product is created.

Why it works
  • It proves quality. If your product goes through three safety filters and you never say so, customers will always wonder if it's safe.
  • It gives the product a story. It didn't just appear in their hand; it went from here, to here, to here.
  • Like features, what's routine to you is interesting to the customer.
How to build it
  1. List every step: materials, factory, warehouse, shipping.
  2. Cover the whole process, or pick out the most interesting parts.
  3. Lay it out step by step so the customer can see it.
Example
Beer filtration graphicsA step-by-step visual of the filtering process. A good model for how to lay out a "how it's made" email.
Campaigns 15 to 28

Fourteen more, ready to drop in

Lighter campaigns for filling out the month. The last column shows how each one plays out in a real calendar (see the example months below).

#CampaignWhat it isIn practice
15Note from the founder"Hey, this is X, the founder of..." These consistently perform.A Father's Day note about the founder's own dad. Good for the community and the brand.
16UGCFeature content your customers have made."Gym fit of the day."
17Gift guideWorks year round: birthdays, weddings. "This is perfect for this person.""Get your father some gear" for Father's Day.
18Behind the scenesPhotos from the factory, the team, the process.
19Staff picks"Here's what we recommend."Monthly favorites and bestsellers, split into men's and women's versions.
20Puzzles and riddlesBrain teasers. A fun break from the usual content.
21Customer transformationA real before and after. Shows the product working."Transformation Tuesday" as a recurring theme, with themed editions for holidays.
22Sneak peekUpcoming products, features, or content.A tease at the bottom of an earlier email, a full tease the day before, then the drop.
23Brand values"This is what we stand for. Are you with us?" A reminder of your message.Holiday shout-outs and a recurring "Monday Motivation" quote.
24Treat yourself"You deserve it. You know you want it."
25Tips and tricksGenuinely useful advice for your niche."Warm-up tips to avoid injury," "push day inspiration."
26Progress updateRecent brand news. Brings people closer to the brand and keeps them engaged.
27Media and pressPress coverage, interviews, and articles as social proof.Celebrity and influencer features for trust and reach.
28Flashback FridayOr Throwback Thursday. Brand history: "this was us one year ago."

Use them, track which ones work for your list, and keep reusing the winners.

Putting it together

Building the monthly calendar

The plan behind the emails makes more money than any single email. Once you have these campaigns to choose from, filling a month is quick.

Step 1

Lock the key dates

Start from a blank calendar. Add holidays, product launches, and sales. Everything else fits around them.

Step 2

Add support emails

  • A sale: launch, reminder, last chance.
  • A launch: teaser, then a reminder or low-stock email.
Step 3

Fill the gaps

Fill the gaps with campaigns from this playbook until you reach 3 to 4 sends a week.

Example month 1 (hypothetical)

Nike, March

Key dates: St. Patrick's Day sale, 20% off sitewide (15th to 18th). Nike Tech pants drop, Thursday the 28th.

EmailRoleCampaign
Nike Tech pants releaseKey date
Release reminder: owners and celebrity endorsersSupport01 Testimonials
St. Patrick's Day sale launchKey date
St. Patrick's Day favoritesSupport: reminder
St. Patrick's Day last chanceSupport: closer
The science behind the tech fleeceGap filler14 How it's made / 10 One feature
Warm-up tips to avoid injuryGap filler25 Tips and tricks
Blog: running outdoors vs indoorsGap filler13 Blog promo
A study on electrolytes and trainingGap filler06 Research study
Celebrity featuresGap filler27 Media and press
March favoritesGap filler19 Staff picks / 11 Trending
Shoe restock, then bestselling tech fleeceGap filler05 Back in stock
Favorite pants, with a tease for ThursdayGap filler22 Sneak peek
Free hat on orders over $150Surprise offer
  • A big, established brand can lean more on product highlights and less on pure education.
  • A surprise offer like the free hat keeps the list engaged and gives people a reason to stay subscribed.
Example month 2 (hypothetical)

Gymshark, June

Key dates: Swim trunks drop on the 6th. Father's Day on the 16th. Juneteenth.

EmailRoleCampaign
Swim trunks tease at the bottom of an earlier emailSupport22 Sneak peek
"Dropping tomorrow, be ready" (the 5th)Support22 Sneak peek
Swim trunks drop (the 6th)Key date
Summer favorites, men's and women's versionsSupport11 Trending / 19 Staff picks
Father's Day promo: get your father some gearKey date17 Gift guide
Transformation Tuesday, Father's Day editionSupport21 Customer transformation
Founder's note for Father's DaySupport15 Note from the founder
Father's Day last chanceSupport: closer
Juneteenth shout-outKey date23 Brand values
Monday Motivation, every other weekRecurring23 Brand values
Transformation Tuesday, regular editionRecurring21 Customer transformation
Push day inspirationGap filler25 Tips and tricks
Influencer testimonialGap filler01 Testimonials / 27 Media
"Sun's out, guns out" tank topsGap fillerProduct highlight
Gym fit of the dayGap filler16 UGC
  • A busy month with a holiday and a launch leans on community content more than how-to content.
  • Recurring themes like Monday Motivation give the list something to look forward to.
  • The same idea can be split by segment, such as men and women.

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