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
There are two main types:
- Percentage discount (%)
- Fixed amount discount (RM)
Each behaves differently.
🔹 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.
Risk
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)
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
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?
Minimum purchase increases average order value.
🔹 No Minimum Purchase
Use when:
✔ Clearing stock
✔ Rewarding VIP
✔ Compensating customers
Risk:
May reduce margin on small orders.
🔹 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
Voucher + Shipping affects profit significantly.
Safe Combination
✔ Discount applies before shipping
✔ Free shipping threshold higher than voucher minimum
✔ Do not combine heavy % discount + free shipping blindly
Aggressive Combination
✔ Turn ON discount after shipping
✔ Combine with free shipping
✔ Use for short flash campaign only
Use carefully.
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
Max Usage = Higher
Max Usage Per Customer = 2–3
Goal:
✔ Reward repeat buyers
✔ Encourage return purchase
Step 5 — Campaign Types & Recommended Setup
🔹 Flash Sale
- Type: Fixed RM
- Min purchase: Optional
- Usage: Limited
- Expiry: Short (1–3 days)
Goal: Fast conversion
🔹 New Product Launch
- Type: % discount
- Min purchase: No
- Usage: Limited
- Combine with: Free shipping hero item
Goal: Early traction
🔹 Clearance Campaign
- Type: Fixed RM
- Min purchase: Moderate
- Usage: Limited
- Shipping: Protect margin
Goal: Inventory turnover
🔹 VIP Exclusive
- Type: Fixed RM or %
- Min purchase: Optional
- Bulk unique codes
- High control
Goal: Loyalty building
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
❌ High % discount + free shipping + low threshold
❌ Unlimited usage
❌ Long expiry
❌ Not testing calculation
❌ Ignoring minimum purchase logic
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.