As reported in last week’s online issue of MEDIAWEEK, “8.6 million (or 8 percent) of U.S. households currently acquire coupons via text messages and/or email.” This finding is from a recent report from Scarborough Research.
The article noted that “a number of factors have contributed to the increasing use of text or e-mail coupons, such as the increased usage of cell phones and other personal communications devices, which allow consumers to access offers at the point of purchase. And because consumers must opt in to receive the coupons, they tend to be more targeted.”
Gordmans’ Birthday E-Coupon is a Winner
Email is the direct marketing workhorse for Gordmans, an Omaha-based retailer of ELP (Everyday Low Price) merchandise. The company, with 65 stores throughout the Midwest, uses e-coupons to “congratulate” its customers on their birthday by sending a bar-coded coupon worth $5 off their next purchase.
Results:
70.5% Open Rate
4.3% Conversion Rate (of delivered)
6.0% Conversion Rate (of opened)
Most importantly, the average sales receipt for customers redeeming the “Happy Birthday” coupon is 33% higher than average!
Looking for Retail Marketing Horsepower?
In today’s highly competitive retail environment, it’s more important than ever to employ a multichannel marketing program that includes digital one-to-one communications—and gives customers exactly what they want, when they want it.
Whether it’s implementing Personalized E-coupon Solutions, POS Customer Data Capture for Triggered Email Promotions, or using SMS to capture new email subscribers, ExactTarget can help.
The article noted that “a number of factors have contributed to the increasing use of text or e-mail coupons, such as the increased usage of cell phones and other personal communications devices, which allow consumers to access offers at the point of purchase. And because consumers must opt in to receive the coupons, they tend to be more targeted.”
Gordmans’ Birthday E-Coupon is a Winner
Email is the direct marketing workhorse for Gordmans, an Omaha-based retailer of ELP (Everyday Low Price) merchandise. The company, with 65 stores throughout the Midwest, uses e-coupons to “congratulate” its customers on their birthday by sending a bar-coded coupon worth $5 off their next purchase.
Results:
70.5% Open Rate
4.3% Conversion Rate (of delivered)
6.0% Conversion Rate (of opened)
Most importantly, the average sales receipt for customers redeeming the “Happy Birthday” coupon is 33% higher than average!
Looking for Retail Marketing Horsepower?
In today’s highly competitive retail environment, it’s more important than ever to employ a multichannel marketing program that includes digital one-to-one communications—and gives customers exactly what they want, when they want it.
Whether it’s implementing Personalized E-coupon Solutions, POS Customer Data Capture for Triggered Email Promotions, or using SMS to capture new email subscribers, ExactTarget can help.
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