Jimmy KimCEO & Founder, Commerce Roundtable · Marketer of 17+ Years, 4x Founder. Former DTC/Retailer & SaaS Founder. Newsletter. Host of ASOM & Send it! Podcast. DTC Event: Commerce Roundtable

Why Bland Emails Attract Discount Hunters (And Kill Your Margin)

30 Apr 2026 · 1 min

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In this segment, Jimmy Kim explains that using safe, generic, and bland email copy primarily draws in discount‑hunters and freebie‑seekers, because the messages offer no compelling brand reason beyond deals. This creates a feedback loop where the list becomes dependent on continual discounts to stay engaged, eroding profit margins. In contrast, bold, opinionated, and mission‑driven email content attracts subscribers who care about the brand’s values and are less price‑sensitive, preserving margin and fostering a healthier relationship. The conversation underscores that playing it safe in email tone ultimately costs margin by cultivating a discount‑addicted audience.

Playing it safe is you're ultimately attracting the wrong type of subscriber. So if your email is generic and bland, only people who stick around are discount hunters or probably freebie seekers because you're not giving them a reason to care about your brand. You're just offering deals at this point.
Got it. So these folks are only engaging if and when you discount.
Exactly. And then you're stuck in a cycle where you have to keep discounting to keep them engaged.
Whereas if you're bold and opinionated, you're actually going to probably then attract the people who actually care about your mission and your values and what you have to say. 100%. These are the people who In summary here, what we're saying then is playing it safe is gonna cost you margin.
Totally. And you end up with this discount-addicted list because you never gave them a reason to care about anything else.