A couple of months ago I started noticing popups on various ecommerce sites offering a first purchase discounts in exchange for entering an email address. Every time I noticed this happening I took a screenshot to track the offer and compile a list of the retailers using this approach. I’m still collecting examples and would more of them but so far the going rate seems to be anywhere from 10 to 25% off the first order. The pitch is pretty compelling and I think most people would gladly give up their email for the possibility of a discount. I’d also love to know what impact the magnitude of the discount has on the sign up rates; I suspect it’s minimal but definitely better than gaining entry to a sweepstakes or a lottery.

Company Offer
Ann Taylor Lottery
Blue Nile Lottery
Bonobos 20%
Gap 25%
Wayfair 10%
West Elm 10%
Williams-Sonoma 10%
  • Ann Taylor offers the chance to win a vacation

  • Blue Nile offers the chance to win a diamond

  • Bonobos offers 20% off your first purchase

  • Gap offers 25% off your first purchase

  • Wayfair offers 10% off your first purchase

  • West Elm offers 10% off your first purchase

  • Williams-Sonoma offers 10% off your first purchase


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