While you don’t want to only sell on price, if you’re selling a commodity online, pricing is something you can use to your advantage. Companies like the Gap, Olive Garden, and Airbnb send a high frequency of emails and have great success with their programs thanks to carefully planned promotion strategies.

They key to a successful promotion strategy is to plan it in advance and work that plan to see the full results. Avoid off-the-cuff promotions until you know your audience well. Plan regular email campaigns with targeted discounts and coupons. As you learn your audience, their preferences, what they respond to and where your price margins hold the best, you’ll start to find more opportunities. Study the metrics from your campaigns and evaluate the results. In the end, you’ll find that a planned strategy allows you the flexibility for more ad hoc promotions once you’ve established ground rules you can live by.