How do I offer coupons or gift cards in emails?

Short answer: In the send window, section “Coupon / gift card”, pick the kind and its value, then insert the code into your message. Each recipient gets a code of their own.

Steps

Compose the email from the Contacts page.
In the “Coupon / gift card” section, click “Add a coupon code” or “Add a gift card”. A sentence carrying the code is added at the end of the message; you can then move it wherever you want.
Fill in the “Value (€)”. The amount is in whole euros, per recipient.
Fill in an “Expiry date (optional)” if you want one.
To restrict the offer to certain products, first pick the “Shop” concerned, then the “Eligible products”.
Send. Each recipient gets a personal code, valid for them alone.

The code has to appear in the message to be passed on. If you delete the inserted sentence, a reminder asks you to put the code back before sending.

Coupon or gift card

A coupon is a discount on an order placed on the shop. It is only taken out of your money pot if it actually pays for an order: a coupon that is issued and never used costs you nothing, so you may issue coupons for more than your balance.

So that you keep track of what is committed, the Money Pot page shows a “Balance with coupons” figure: what would be left if every issued, still-usable coupon were used. That box only appears while such coupons exist.

A gift card is taken out of your money pot immediately: before sending, the window states the total cost (number of recipients multiplied by the value) and asks you to confirm it with a checkbox. If the money pot balance is not enough, the send is blocked and the missing amount is shown.

Limits

A single send carries at most 100 recipients when it includes a coupon or a gift card.
The value must be a whole number of euros; percentages are not accepted.
An expiry date has to be in the future.

Tracking usage

In the emailing history, each recipient carries the state of their coupon: “Coupon debited”, “Coupon used”, “Coupon canceled” or “Coupon expired”. The overall count sits at the top of the send's detail.

Going further

You'll know it worked when: Each recipient gets a code of their own, and the emailing history shows the state of every coupon.