Voucher Campaign Strategy Guide
How to Design Profitable Voucher Campaigns
Vouchers can increase conversion, but if designed incorrectly, they reduce margin. This guide helps you choose the right voucher type based on your business goal.
Step 1 — Choose the Right Discount Type
Section titled “Step 1 — Choose the Right Discount Type”There are two main types:
- Percentage discount (%)
- Fixed amount discount (RM)
Each behaves differently.
🔹 When to Use Percentage Discount
Section titled “🔹 When to Use Percentage Discount”Best for:
✔ High-priced items ✔ Large basket size ✔ Encouraging higher spending
Example:
10% off RM200 = RM20 10% off RM500 = RM50
Customers who spend more get more benefit.
High basket value = larger discount amount.
Avoid using high % discounts on high-margin + high-value items without checking profit.
🔹 When to Use Fixed Amount Discount (RM)
Section titled “🔹 When to Use Fixed Amount Discount (RM)”Best for:
✔ Controlled cost campaigns ✔ New customer acquisition ✔ Clearance ✔ Entry-level incentives
Example:
RM10 off always equals RM10.
You control maximum exposure.
Profit Safety Tip
Section titled “Profit Safety Tip”Fixed discount is safer when:
✔ Your margin is tight ✔ Shipping cost is high ✔ You want predictable campaign cost
Step 2 — Should You Set Minimum Purchase?
Section titled “Step 2 — Should You Set Minimum Purchase?”Minimum purchase increases average order value.
🔹 No Minimum Purchase
Section titled “🔹 No Minimum Purchase”Use when:
✔ Clearing stock ✔ Rewarding VIP ✔ Compensating customers
Risk:
May reduce margin on small orders.
🔹 With Minimum Purchase
Section titled “🔹 With Minimum Purchase”Use when:
✔ You want to increase cart size ✔ You want to protect margin ✔ You want to control discount exposure
Example:
RM20 off with minimum RM150 Encourages upsell.
Step 3 — Shipping Interaction Strategy
Section titled “Step 3 — Shipping Interaction Strategy”Voucher + Shipping affects profit significantly.
Safe Combination
Section titled “Safe Combination”✔ Discount applies before shipping ✔ Free shipping threshold higher than voucher minimum ✔ Do not combine heavy % discount + free shipping blindly
Aggressive Combination
Section titled “Aggressive Combination”✔ Turn ON discount after shipping ✔ Combine with free shipping ✔ Use for short flash campaign only
Use carefully.
Step 4 — Usage Control Strategy
Section titled “Step 4 — Usage Control Strategy”Public Campaign Strategy Max Usage = Limited Max Usage Per Customer = 1
Goal: ✔ Prevent abuse ✔ Spread discount across customers
VIP Loyalty Strategy
Section titled “VIP Loyalty Strategy”Max Usage = Higher Max Usage Per Customer = 2–3
Goal: ✔ Reward repeat buyers ✔ Encourage return purchase
Step 5 — Campaign Types & Recommended Setup
Section titled “Step 5 — Campaign Types & Recommended Setup”🔹 Flash Sale
Section titled “🔹 Flash Sale”- Type: Fixed RM
- Min purchase: Optional
- Usage: Limited
- Expiry: Short (1–3 days)
Goal: Fast conversion
🔹 New Product Launch
Section titled “🔹 New Product Launch”- Type: % discount
- Min purchase: No
- Usage: Limited
- Combine with: Free shipping hero item
Goal: Early traction
🔹 Clearance Campaign
Section titled “🔹 Clearance Campaign”- Type: Fixed RM
- Min purchase: Moderate
- Usage: Limited
- Shipping: Protect margin
Goal: Inventory turnover
🔹 VIP Exclusive
Section titled “🔹 VIP Exclusive”- Type: Fixed RM or %
- Min purchase: Optional
- Bulk unique codes
- High control
Goal: Loyalty building
Step 6 — Protecting Profit
Section titled “Step 6 — Protecting Profit”Before launching voucher, calculate:
✔ Product margin ✔ Shipping cost ✔ Payment processing fee ✔ Average order value
Ask: Will this voucher increase order value enough to offset discount?
Common Mistakes
Section titled “Common Mistakes”❌ High % discount + free shipping + low threshold ❌ Unlimited usage ❌ Long expiry ❌ Not testing calculation ❌ Ignoring minimum purchase logic
Smart Campaign Design Formula
Section titled “Smart Campaign Design Formula”Instead of: “Give discount to increase sales.”
Think: “How much more must customer spend for this voucher to be profitable?”
Example: RM20 discount Margin per order = RM40
You are still safe.