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Sure, knowing that customers rated discounts in email as the biggest influence on their purchase decisions counts. But this doesn’t mean you should just hand out discount coupons to everyone in your mailing list, of course. Consider your prospects who recently gave you their email addresses to sign up to your mailing list. At this stage, they’re still warm leads, right? They gave their email addresses as a way to engage with your brand, so you’re not necessarily required to give them a discount code at your first contact with them. You already got their attention. Now, the story changes if after a week or two, they still haven’t bought from you. At this stage, they’re becoming less warm: there may be less interest or less engagement with your brand. This is when sending a small discount -- $10 off their purchase or 5% off -- makes sense. This is what the Heat Map Method of Better Discounting is all about. Take every customer category (prospect, first-time customer, repeated customer, inactive customer) and pl