Create a link to apply discount automatically
Shopify provides the mechanism of shareable discount links. In a nutshell, when your customers click such a link, then they are redirected to your store homepage, and the discount is automatically applied at checkout.
When you use an email marketing service other than Mailchimp, then Discounteo gives you a code snippet that already works like the shareable discount link.
If you use Mailchimp, then you'll need to prepare a sharable discount link manually. To do the trick you need to construct the link in your email template as follows: https://{shop_name}.myshopify.com/discount/*|DSCNT_CODE|* where {shop_name} should be replaced with your shop name.

A final email will look for example like this:

When the link is clicked then the discount will be automatically applied at checkout:

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