Creative & Offers
Should you run evergreen discounts or short promotions?
Evergreen discounts provide consistency. Short promotions create a genuine reason to act now. The right choice depends on whether the offer is part of your normal pricing strategy or an event.
Evergreen offers reduce urgency
If "10% off first order" is always available, customers can evaluate it without time pressure. That can work well as a predictable acquisition incentive.
Short promotions create peaks
Black Friday, product launches and seasonal sales can concentrate demand and give creative/email campaigns a clear message.
The deadline must be real. Constantly restarting "48-hour sales" damages credibility.
Compare margin and customer behaviour
An evergreen discount can quietly reduce margin on almost every new customer. A limited sale may give away more per order but only during a controlled window. That's the same math covered in are constant discounts destroying your ecommerce profitability.
Use different jobs
Evergreen: reduce first-purchase friction.
Short promotion: create event-based demand, clear inventory or support a seasonal objective.
Do not choose based only on which produces the higher campaign ROAS during the promotion period.
Work out which offers are actually incremental
If your store is always running some form of discount and you are unsure which offers are truly incremental, contact us. We can help separate conversion lift from margin loss.