Email Marketing is one of the most successful digital channels; more than 50 percent of consumers make purchases as a direct outcome of email marketing, which in a lot of cases is based on the daily deal industry.
The daily deal industry is effective in acquiring new customers through email marketing, mainly because customers are drawn to discounted prices, and businesses get and immediate increase in sales. This simple sales approach is called the “daily deal” marketing strategy, and its success can be clearly seen by the increase of sites dedicated to this marketing model, such as: Groupon, Living Social and others.
Brand advertisers can benefit from the daily deal industry by implementing a targeted email marketing campaign following these fundamentals:
Deliver a Clear Message: Provide the consumer with a consistent and clear proposition about your product and brand. Consumers appreciate direct communication of your services, that’s why daily deals normally include vivid pictures, attractive headlines and copy that entice consumers to purchase the deal.
Focus on Your Target: Make sure you have categorized your audience, and then deliver the right message to the different consumer groups in your audience. A good way to do this is by paying attention to your consumer behavior; for example: what offers your consumer audience better respond to.
Right Timing: A successful email marketing program approach consumers when they are most receptive to your message. Use analytic tools, performing market research and consumer feedback to determine when your target is more receptive to your deals. Daily deal sites usually implement a customize email schedule, so that they can obtain better information about their consumer preferences in timing the deals they receive.