Three things to consider before tossing another coupon code or discount into your email.
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.
Image on home page via Shutterstock.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
As an email marketing veteran dating back to 1999, Kara Trivunovic has been actively involved in programmatic email development, execution, and strategy in a variety of senior positions on the client, agency, and provider side. She was founder and principal of The Email Advisor, a respected email marketing consultancy focusing on email strategy and channel optimization that was subsequently acquired by an enterprise email service provider in 2009. Over the course of her career, she has had the opportunity to work with a variety of brands and 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. Kara currently serves as the vice president of digital solutions at Epsilon.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT