Online retailers face some pretty daunting challenges. After all, potential customers can compare products and prices for dozens of competitors at the click of a mouse without ever getting out of their fuzzy slippers. Sometimes it can feel risky to distract buyers with an email opt-in during the purchase process for fear buyers will get sidetracked and fail to complete the sale.

How about using a coupon to entice your online shoppers to purchase AND sign up for your email communications? Talk about a win-win. In fact, I saw a great example last weekend when my father was shopping for horse riding gear online. Equestrian Collections offers a $5.00 coupon on your first purchase when you sign up for their email list. And if you've ever bought horse supplies, you know every little bit helps...!

Better yet - if you've integrated your web analytics and email marketing programs, snag new subscriber purchase data and use it to drive their email content. For example, how great would it be if my father's first email contained additional products from the brand he just purchased? Talk about relevance.

Equestrian Collections also does a great job requesting additional info on their opt-in page. They even track your horse's birthday so they can send you a $10 gift on the big day. I love it.

So retailers - think about using coupons to encourage purchases AND grow your online opt-in list at the same time. Merry Christmas, indeed!

Nicole
Marketing Communications Associate