> ## Content Index > Fetch the complete content index at: https://conversion.club/llms.txt > Use this file to discover other available public pages before exploring further. # How to Collect Emails Without Offering a Discount - URL: https://conversion.club/playbook/how-to-collect-emails-without-offering-a-discount/ - Published: 2026-10-01T21:00:18.000Z - Updated: 2026-10-19T20:25:50.000Z - Description: Trade the address for something useful in that exact moment: a back-in-stock alert, early access to a launch, or a sizing or care tip. - Author: Jeremie Werner - Tags: Retain customers, #playbook, Email & CRM Trade the address for something useful in that exact moment: a back-in-stock alert, early access to a launch, or a sizing or care tip. The welcome discount is the most expensive option, because it also pays for the addresses of people who were going to buy anyway. --- ## The benchmark During a Klaviyo workshop with a brand the authors work with, the e-commerce manager described her signup sources: > "The loyalty program is still the main source. And otherwise, you know, we have the 10% welcome pop-up on the site." Further into the account, another flow showed up, which she introduced like this: > "It's a newsletter for when customers sign up to be notified when a size comes back in stock." We sorted the flows by revenue, the 10% welcome series came out on top, and we were the ones who concluded: "It generates revenue, we're happy." That day, none of us asked how much of that revenue would have come in without the code. Yet that's the number to go find. Compare your signup sources on two criteria: purchase rate within 60 days and average price paid. If people who signed up through a back-in-stock alert buy as often as those who came for the code, and at full price, then the 10% was mostly handed to people who would have bought anyway. Once the table is filled in, you can sum it up for your leadership like this: > "Our alert signups buy at this rate and at full price, our code signups buy at that rate with 10% off, and here's what the pop-up costs us per order." --- ## The rule The signup offer should relate to what the person is looking at. On a sold-out product page, offer the alert; on an upcoming collection, early access. Ask only for the email, and say what will land in the inbox: a single message for the alert, or regular news if they tick the box provided for that. --- ## The steps 1. The inventory. List your current collection points and what each one promises, in one sentence. 2. [The back-in-stock alert](https://conversion.club/playbook/what-should-you-show-when-a-size-or-product-is-out-of-stock/). Add it to every unavailable variant, with a separate, optional checkbox for the newsletter. 3. The waitlist. Open one before each launch, announcing when its subscribers will be able to order first. 4. [The timing](https://conversion.club/what-your-email-strategy-says-about-you-with-hugo-nicole/). Wait for the second page view or exit intent before opening the signup window. 5. The order. The CNIL notes that you can email your customers about similar products without prior consent, as long as you tell them at the time of collection and give them a simple way to opt out. Check that your checkout displays this notice, then offer signup for broader news, the kind that isn't about similar products, on the [confirmation page](https://conversion.club/playbook/what-should-go-on-your-order-confirmation-page/). --- ## The trap The most visible one is the 10% off code shown in the first second. For those who see it, [your real price becomes the price minus 10%](https://conversion.club/have-sales-become-a-prerequisite-for-selling-online/), even for people who would have paid full price, and it also attracts buyers who came mainly for the code. That's our reading, and you can test it: before removing this code, look at [what customers who came in through it buy again six months later](https://conversion.club/playbook/how-do-i-calculate-my-repurchase-rate/). The other trap doesn't show up in dashboards. In Klaviyo, subscribing to a back-in-stock alert doesn't opt the person in to your marketing emails. You need to add an optional checkbox to the form that they tick themselves. [The CNIL's rule](https://conversion.club/e-commerce-email-marketing-a-complete-guide-and-best-practices/) points the same way: a prospect must have agreed to your messages freely, specifically and with full information, and asking for a size to come back doesn't mean agreeing to your promotions. Without that checkbox, you can pile up hundreds of highly motivated addresses without having the right to write to them about anything other than that alert. #### Sources - [Electronic communications to prospects and customers: which rules to follow? (CNIL)](https://www.cnil.fr/fr/communication-electronique-quelles-regles?ref=conversion.club) - [How to set up a back in stock form (Klaviyo Help Center)](https://help.klaviyo.com/hc/en-us/articles/38767539287323?ref=conversion.club)