How to Use a “Mystery” Discount to Drive More Sales

Hey it’s Max from The Inbox Newsletter.

Let’s talk about a fun take on a sale that we have implemented for a few of our partners with great success.

Key Takeaways

• People love curiosity, they’ll add items to their cart just to see what discount they get.

• A fake mystery discount works just as well as a real one. The customer thinks it’s random, but it’s not.

• This tactic increases conversion rates by making checkout feel like a game.

• You control the margin. Offer 20% off (or whatever discount makes sense), but frame it as luck-based.

Why a “Mystery” Discount Works

Consumers don’t need the best deal. They need a reason to take action.

A static “20% off” offer is forgettable.

A mystery discount revealed at checkout? That gets people clicking.

Here’s the play:

• Offer one discount code (e.g., "LUCKY") for 20% off.

• Tell customers the discount will be randomly revealed at checkout.

• They assume the outcome isn’t fixed. They add items to their cart, hoping for the biggest discount.

• At checkout, they see 20% off and think they got lucky.

Same discount. Different framing. More conversions.

How to Set It Up

1. Create the Discount Code

• Set up a single code like "LUCKY" for 20% off in Shopify or Klaviyo.

• Make it sitewide or apply it to specific products.

2. Email + SMS Promotion

• Subject line examples:

  • “Feeling Lucky? Your Discount Will Be Revealed at Checkout”

  • “Test Your Luck—Mystery Discount Inside”

  • “Your Pot of Gold is Waiting. What Will You Get?”

• Email body structure:

  • Explain that customers can “test their luck” and receive a mystery discount at checkout.

  • Emphasize urgency. The offer is only available for 24 hours.

  • Call to action: “Add to Cart and Find Out Your Discount”

3. Add On-Site Reinforcement

• Homepage banner: "Your Mystery Discount Awaits—Will You Get 20% Off?"

• Checkout message: "Congrats! You got 20% off with code LUCKY."

• Cart abandonment email: "You got lucky—your mystery discount is still waiting."

4. Last-Chance Email

• Sent 4-6 hours before the sale ends.

• Subject lines:

  • “Final Shot to Get Lucky”

  • “Your Mystery Discount Disappears at Midnight”

• Remind them the deal is expiring and they won’t get another chance.

Why This Works

This is just a sales tactic, but it works because it taps into psychology.

1. Curiosity → Customers want to see their “random” discount.

2. Commitment Bias → Once they add items to their cart, they’re more likely to check out.

3. Loss Aversion → They don’t want to miss out on what could be the best deal.

Most brands run boring sales. This gives customers a reason to engage. More clicks, more carts, more sales.

Example Email

(PS new YouTube video here - If I were to start doing email markeitng in 2025 this is what I’d do)

Email Inspiration Of The Day

Brand:
Blue Bolt

Email Design:
https://drive.google.com/file/d/1r_G76heSUEovNeqvA93PEMss0ayNY-7g/view?usp=sharing

Notes:
This is another example for the mystery discount for St. Patrick’s Day.

This one had a gif in the middle highlighting the different cups… super creative for getting clicks!

Template of The Day

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Helpful Links Of The Day

• Banger email from my team

• How to start email marketing in 2025

• How I’d help New Balance sell out of their next shoe drop

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run an ecommerce brand above $50k/mo and you want to have a free email strategy consultation with me, book a call here »

PPS - I have a few different products you can buy. If you purchase any one of these products you get access to my private community of 850+ members with daily posts from me, access to me for support 24/7, and private calls.

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