How Personal Are Your Promotions?

2/7/18 6:00 AM


Are you personalizing your promotional offers?

If you answered no, don’t worry; you’re not alone. Only 39% of retailers personalize promotions and recommendations through email, so there’s a good chance you’re among the 61% missing out on an opportunity to improve promotion performance.

However, it’s never too late to make a great impression with your customers. Whether you are using a loyalty program, mobile, email, direct mail or social to share promotions, you can use the following steps to implement data-driven promotions.

#1 Capture Data at the Start

Capturing new customer intelligence is a powerful benefit of a smart promotions strategy and should begin at the start. Yet numerous opportunities to do so are often missed by marketers, limiting follow-up and future personalization of offers.

  • Gate Promotions: Requiring an email or phone number to receive a promotion sets the stage for customization down the road.
  • Opt-In: Include a check box for customers to join your loyalty program or simply agree to receive future communications on a specific channel.
  • Web Pixel: Add a pixel during opt-in and link browsing behavior to a persistent ID like email or phone number.

#2 Test & Optimize

Just like any other marketing effort, promotions are an opportunity to learn—both about your audience and your offer—so you can improve KPIs over time.

  • Audience Segmentation: Segment your audience by known attributes (gender, location, age, interest, past purchase behavior) and test personalized content to see what resonates.
  • Personalize Offers: Optimize conversions by A/B testing content, like Free Shipping vs. Free 2 Day Shipping.

Looking for more tips? Click below to down your free Strategy Toolkit on the Five Ways to Perfect Your Promotions.  

Download Your Strategy Toolkit!

Kimmah Shah

Written by Kimmah Shah

Read more Clutch reviews