Email marketing strategy is my occupation, which means that I view every email I receive with a critical eye. However, I am also a consumer, which means that I respond to coupons and discounts as any other consumer does. Well…maybe even more than others. I am a sucker for a good deal!
As marketers, we know that couponing is a tried, true, and effective tactic for driving conversion. But the question remains: is every time the right time to offer up a coupon code or discount? I'll argue "no" on that point. Here are things to consider before tossing another coupon code or discount into your email.
I will leave you with this example: I have been on the hunt for two accent chairs for my new dining room table. I found the ones I wanted and put the chairs in the cart to determine timing on shipping, only to discover that the chairs would deliver smack in the middle of my summer vacation. So I abandoned the cart, choosing to wait to buy until I got back. Two days later, I received a 15% off coupon from the brand, valid "today only," so I made arrangements to have the chairs delivered to my neighbor during my vacation. The result? The retailer lost over $100 in order value that I had planned to spend as soon as I returned home. So was this cart abandon coupon program successful? You tell me.
Clearly, there's no way for marketers to avoid this type of occurrence every time. But if you start with a goal and clear success metrics, and if you only coupon based on achieving those two things, you can feel confident that your program is strategic and that it is driving your business in the right direction.
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A 12-year email marketing veteran, Kara has been actively involved in programmatic email development, execution, and strategy in a variety of senior positions on the client, agency, and provider side. Most recently, Kara was founder and principal of The Email Advisor, a respected email marketing consultancy focusing on email strategy and channel optimization. Prior to launching The Email Advisor, Kara led strategic services for the email division of Premiere Global Services, where she worked with global organizations structuring a variety of custom email education programs, conceptualizing and implementing new and innovative email programs, optimizing contact strategies, and developing staffing and budget plans.
March 19, 2014