There is no doubt that coupons are very popular these days. From magazine articles and TV spots highlighting extreme couponers to ordinary consumers trying to save some money, the use of coupons has exploded in recent years.
A recent study by Burst Media found that more than one third of female shoppers reported using coupons more than they did six months ago. That same study found that an astounding 70 percent of shoppers were willing to print and use online coupons for products they planned to purchase.
That means that email marketers who fail to incorporate coupons and other money saving opportunities into their marketing campaigns could be missing out on a huge opportunity. Everyone loves to save money, especially these days when every penny counts. By using coupons and special offers, you can capture those savvy consumers and turn them into regular customers.
If you doubt the power of special offers to drive consumer behavior, just think about your last trip to the grocery store or clothing store where it’s easy to find buy one get one free offers and other money saving opportunities are. When you go shopping for clothes, perhaps you head right for the back of the store – where the deep discount merchandise is generally kept.
Coupons in email marketing = more sales
Your customers do the same thing, even when they shop online. Consumers have been conditioned over the years to look for the best deal, and that often means coupons, percent off specials and other special offers. Email marketers who incorporate those types of offers can boost their response rates and increase their sales substantially.
Incorporating coupons and special offers into your email marketing campaign is also a great way to engage with your customers and keep them coming back. Offering a weekly special is the perfect way to get your regular customers to read your emails and explore the new products you have to offer. This type of engagement is extremely valuable in the world of email marketing, since it often costs far less to retain an existing customer than to acquire a new one.
Coupons are also a great way to clear out slow moving merchandise to make room for newer and more lucrative sales opportunities. Brick and mortar stores have been using deep discounts and special offers in this way for years, and smart online marketers are beginning to adopt this time-tested strategy.
With some two thirds of households now regularly using coupons, email marketers can no longer afford to ignore the power of the discount. That does not mean, however, that simply throwing a few coupons in your next newsletter will guarantee success. As with everything else in email marketing, careful targeting and smart testing are the keys.
Test coupons, target offers, make them easy to share
It is always a good idea to test your coupon offers by varying the amount of the discount and the frequency of the offers. Once you know which combination works best, you can use that knowledge to create a winning campaign that will boost sales month after month.
Using a targeted list is always important, but it can be even more critical when it comes to coupons and special offers. Tailoring the coupons you offer to the audience gives you the best shot at success.
Social media is a big part of couponing today, and many consumers find their offers through Facebook and Twitter. Be sure to include a share button that allows your customers to pass their favorite offers on to those in their networks. That simple strategy can vastly expand the reach of your marketing campaign and allow you to reach markets that would otherwise be closed to you.
There is no doubt that the judicious use of coupons can boost the success of your email marketing campaign. With so many people now using coupons on a regular basis, it just makes sense to include money saving offers and special discounts with your regular marketing messages.