Coupons can be a helpful tool for any marketer, when they're used correctly. Learn all the coupon best practices essential for success.
We’ve already showed you how you can text out coupons to subscribers in a few simple steps. They’re excellent tools meant to engage your audience and drive sales with little lift required on your end. A marketing win-win!
But like any tool, approaching the situation with strategy is crucial. Your coupons are far less likely to succeed for example if they aren’t:
- Catered to the customer’s interests
- Appropriately valued
- Sent at the right time
Woah, woah, woah, pump the breaks, right? We bet you didn’t think coupon talk could get so serious. Though the texts may be 160 characters, the impact can be great.
To help make sure you’re using these tools the way that maximizes the best outcomes, we have three simple things you must do before hitting that magical ‘send’ button!
3 Things To-Do Before Texting Out Coupons
Before you go sending coupons willy-nilly, it’s important to consider your strategy. A structured system for delivering rewards will always outperform the unpredictable. And when it comes to building out a strategy, you’ll need to think about your audience, your schedule, and your metrics.
1. Create a Loyalty Program
The first step you must take before texting out another coupon is consider who you’re sending it to. Are people texting in a specific keyword to access the discount? Are you automating these coupons based on customer action like an abandoned shopping cart? Either way, it’s important that your customers know what to do to access your coupons (that way they can keep returning to you for their purchases)!
Industry leaders across the online and brick-and-mortar spheres have adopted exclusive SMS loyalty programs as the medium for sharing deals and discounts. Anyone can join, but the act of opting in to receive these messages (either through a keyword or web form) creates a more concrete vendor-consumer bond that increases the odds of coupon redemption and sharing!
Popular retailed World Market is a great example with their coupon program activated by texting SIGNUP to 957-30. An automatic coupon for 15% off goes right to your phone as a thank you, and as a result their lists skyrocket with happy customers who benefit right away from the program, and now know exactly where to find their favorite deals and discounts.
2. Strategically Schedule Your Coupons
Now that your customers know how they can get connected with your deals, you need to work on a distribution strategy. Striking a balance between too few and too many coupons is tricky. Your guiding beacon should always be the need to stay top of mind with your customers.
Consider your audience and your products. What’s the relationship look like between them? Are customers making purchases on a regular or scheduled basis? Is shopping seasonal? All of these things should make an impact on how frequently you send your materials.
For example, the online retailer GlobalRose uses coupons to drive sales among both active and inactive audiences. In the floral businesses, buying is heavily impacted by holidays like Valentine’s Day and Mother’s Day. So when it comes to SMS, they crank up their coupon distribution 100% around these times of year. As a result, they see monumental ROI without wasting time or resources around the clock with uninterested buyers.
3. Set Up Your Metrics
The final step is often overlooked with all the excitement of sending your messages. But before your coupons go out, it’s important to have an idea of how you’ll measure their success. If you’re including a unique coupon link, have you enabled link tracking to measure click-through?
If you’re using a code, do you have a way to track which orders typed it in? It’s important to test out your material so you can improve your coupons with each iteration. We even suggest running A/B tests with two different coupon campaigns in order to get a better idea of what your audience responds to content-wise when the deal on the table is the same.
At SimpleTexting, we believe there’s no such thing as too much data! Which is why our apps are built around helping you measure every click, open, and opt-in of interest!
With your audience, message, and tracking nailed down, the rest is up to you! Dazzle your customers with your deals and you’re sure to see impressive results build over time.
Our last tip? Don’t be afraid to try. When it comes to coupons the greatest risk you run is taking no chance at all!
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