Discounts and coupons are used to increase repeat sales and get customers back into the store. But just sending coupons to all your customers can be less effective and can even yield negative results. In order to maximize the effectiveness, you need to send it to the right customer at the right time.
For example, you can send a coupon to customers who have not purchased during the past 90 days, offering an incentive to come back. This marketing tactic, called email remarketing, is used by eCommerce retailers to leverage their existing relationships with customers in order to increase repeat sales. Read More
There’s infinite opportunity available to eCommerce marketers who segment their customer email lists. Not only does breaking customers up into groups make it easier to manage different shopper subsets and demographics, it also creates opportunities for marketing via product recommendations. Recommending products to segmented lists is a smart way to realize untapped customer potential.
Trying to get a room full of people to agree on the same thing is hard. But, if you separate people into groups of like-minded individuals, it’s a lot easier to come to a consensus. Email segmentation is the same principle—separating people into groups with common traits and habits, in order to market more effectively. And, once you do this, offering up something like a product recommendation becomes incredibly easy and effective.
The difference between creating a desirable coupon and creating an effective coupon is staggering. It’s the difference between manufacturing false sales and spurring real ones that equate to real dollars. And what many eCommerce operators don’t realize, is that a coupon without a supportive delivery system is a coupon that’s bound to have a negative impact.
For online shoppers, there’s almost nothing more frustrating than getting emails for things that don’t apply to you. A sale email for a product you’ve already bought or a product recommendation email for items you’d never buy is instantly headed for the trash. If it happens frequently enough, an unsubscribe is soon to follow. This is a quick way to alienate your customer base.
