First-order discount email campaign for contact lens shoppers. Warby Parker converts new customers with automatic 20% off to first-time buyers, combining immediate incentive with smart-shopping value positioning. Targets price-conscious wearers seeking affordable, convenient contact lens options.
- Automatic discount removes purchase friction
- Value messaging emphasizes smarter, easier way to buy
- Appeals to cost-aware customers ready to convert
- Drives new-customer acquisition through dual strategy of incentive + positioning
