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January 18, 2018

Coupon reminders, a must-have of your promotion system

Jagoda Hryszko
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Sending a coupon code is a piece of cake. Driving customers to purchase is the real challenge. For those coupons which remain unredeemed, there is still a chance. Meet tailored coupon reminders (our shiny new feature) and learn how they can strengthen your coupon strategy.

There are plenty of reasons why your customers may not utilize their coupons right away. And it doesn’t have to mean a poor offer. Sometimes, your message can drown in tons of received emails, and many times, it's just timing that fails. The truth is humans forget and they have to be reminded.

The cold reality is that not every email you send is opened. The average open rate is around 20 percent across all industries.  @Entrepreneur

Coupon reminders can simply increase the chance of your emails standing out from the crowd. Unlike typical follow-up messages, those with coupons included carry tangible value for consumers. Everyone is more willing to open an email on seeing the promise of a discount in the subject line. However, having an attractive incentive means you need to focus on timeliness. Coupon reminders allow you a multi-stage distribution to match the context; you can schedule coupon distribution according to data delivered by BI and CRM. For example, if your system notes an action by a new user, you can react by sending a coupon. If it stays unredeemed, the system automatically sends a personalized remainder. This means you can activate dormant users without time and effort spent on manual sending of emails or SMS.

Reminders guidelines

So, what exactly should coupon reminders look like? There is no ready recipe, but we can share some field-tested tips: First of all, the message should be clear and concise. Less means more here. We also advise first name personalization - even if everyone knows it's automated, it still pays off. Secondly, don’t overthink a subject line. A short sentence with “remember” or “Reminder” included is enough to catch a customer’s attention. Finally, mention the exact value of the coupon, the expiration date, and add a call to action. That's it!

Now, you have nice, tailor-made reminders, you need to know how to schedule coupon distribution step by step to make the most of each campaign. Let’s take coupons with a 20% discount and valid for 30 days as an example. We want to reward each new signed up user, and send an email with a coupon code.

Firstly, it's a good idea to plan the reminders schema before you launch a campaign. Currently, only Voucherify ensures a complex engine with reminders automation and marketing flexibility:

  • Automation provides scalability of the process.
  • Flexibility means you can change the schema for particular customer segments at any time.

When your toolkit is ready, it’s time to schedule reminders. Below, you’ll find schemas you can feel free to steal:

  1. Set 2 predefined reminding messages. First will be sent 1 week after sign-up and the second 24h before the expiration date.
  2. Set 3 predefined reminders: 2 days after sign-up, 2 weeks after sign-up, and 24h before the expiration date.

It’s worth testing more than one schema and verifying which works better for your campaigns.

But it’s not over. We already mentioned all the ingredients, but we want to show you how it works when they’re combined. With our 20% off campaign and a distribution plan, we’ll present a coupon delivery from the very beginning. Let’s start from the first after-sign-up email:

The first reminder - 2 days after signing up:

The second reminder - 2 weeks after signing up:

Finally, the third reminder - sent 24h before the expiration date:

Now you know how the predefined schema works. Meanwhile, keep an eye on the customer tracking. If a user signs up again and utilizes the coupon, it’s good to have Voucherify because it automatically stops sending reminders. You can be sure customers won’t be spammed and reminders are always delivered only when needed.

Of course, different campaigns need different strategies. As every business and promotion is unique, coupon send out has to fit in. But there are two things to keep in mind above all else: the main goal of reminders is to be more persuasive, not intrusive. Don’t overuse them, 1-3 reminders per month are more than enough. Secondly, the key is timing. On the one hand, exposed expiration dates create a sense of urgency and cut hesitation, on the other hand, CRM and BI tools allow you to capture a perfect moment for a coupon reminder. Software like Voucherify provides coupon automatics and responds to customer activity in no time. Thanks to that, you can build genuinely personalized and efficient coupon campaigns.

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At Voucherify, we are developing coupon solutions for businesses of every shape and size worldwide. If you're interested in having a consultative talk to help you decide how you should implement coupon campaigns, let us know at sales@voucherify.io - We’re always happy to help!

Tagged:
coupon, discount, coupon marketing, best practices
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