If you’re a printer, you want clients to spend more money on print. So why should you encourage them to offer email coupons? Because email coupons are trackable, and they tell your clients what their customers are buying. That tells your clients a lot about those customers they can use for higher value print personalization later.
Experian Marketing Services’ 2013 4th Quarter email trends and analysis found a 50% year-over-year increase in the number of email campaigns offering coupons. As reported by MediaPost, whether the coupons were redeemable in-store, online, or both, email blasts with coupons outperformed other promotional mailings on open, click, and transaction rates. They also had 48% higher revenue per email ($0.10 for coupon mailings compared to $0.07 for other promotional mailings) in Q4 2013.
That’s a very active, engaged audience that can feed you a lot of information. Let’s say your customer is a specialty retailer offering a variety of pet products. It doesn’t have a loyalty program and isn’t large enough to track data at the point of sale. But you start sending email campaigns with coupons. The coupons that get printed, clicked through, or downloaded tell that customer which households have what types of pets. This allows you to help the store craft targeted campaigns directed at their specific pet needs.
Over time, it can alert the store to changes in pet ownership, too. Suddenly, the Smith, Jones, and Gordon families are downloading coupons for puppy chow. It’s a pretty good bet they just purchased a puppy. This can prompt mailings for grooming services, puppy beds, crates, and a variety of other products they are likely to need. In six to eight months, puppies grow into nearly full sized dogs, and those families will need larger beds, larger crates, training classes, flea and tick control for larger dogs, and so on.
One of the big hurdles to detailed targeting for small and mid-sized businesses is the lack of tracking at the point of sale. It’s great to talk about targeting and personalizing based on past purchase behavior, but most small and mid-sized marketers don’t know what their customers are buying. Email couponing gives insight into those behaviors in a way that’s realistic and affordable even for small businesses.