Relevance is crucial in all matters of marketing, and the same is true for coupons. Imagine, for example, that you live in a tropical climate where temperatures rarely dip below a balmy 75°. You come in from a day at the beach and open an email containing a coupon code from your favorite clothing brand—only to find that it’s only good for arctic-ready puffer coats for dogs. And you don’t even have a dog.
Meanwhile, the brand wonders why such a large portion of its email subscribers austria business email list never clicked through to their site.
Segmenting emails to target specific subsets of your audience not only helps to ensure your coupons reach the right people, but also makes those offers feel more personalized. Your segmentation may vary depending on the products and services you sell, as well as the general audience you appeal to. Beyond time zone, some broad categories to consider include:
Location
Demographic
Purchase history
Even when an email contains an unbeatable offer, understanding how to best reach a certain audience can take some experimentation. To maximize the effectiveness of your email promotions, you can implement the same strategies you use for other emails, like A/B testing, to gain insight on what works best.
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Perhaps you’ve done the research, gathered data, and know exactly when you should send out email coupons to reach the right customers at the right time. If you’re not using automation, however, you could still miss opportunities to reach customers at key moments—such as when they’re on the fence about a purchase, but might consider moving forward if they had a discount.
In fact, surveys show us that sending a discount to customers who’ve abandoned items in their cart can increase the likelihood of them returning to make the purchase. A 2020 poll by the American Marketing Association (AMA) found that four out of five shoppers would be more likely to complete their checkout if the brand followed up with a discount or coupon.3
The AMA also found that 21% of customers who left items in an online cart did so because they were waiting to find a discount or sale. Thus, your customers may even expect coupons and consider them a major factor in their shopping experience.
You can also use automated email coupons to entice customers in other ways, such as:
Welcoming new customers and encouraging first-time purchasers
Offering coupons in exchange for an email subscription
Reengaging with customers who haven’t purchased in a certain period of time
Encouraging repeat purchases with post-purchase discount emails
Sending automatic birthday discounts or rewards
