Why Targeted Email Marketing with Coupons Works

Targeted Email Marketing

Admit it: You’re more likely to open emails from retailers if they promise coupons in the subject line. In this economy, and especially around holidays, American consumers are looking to save any way they can. And coupons help justify purchases, both necessary and for pleasure. According to Capterra, here’s how to craft a targeting email marketing strategy that will get your clients results.

Why Targeted Email Marketing with Coupons Works

The Power of Coupons

According to Capterra, before making an ecommerce purchase, consumers will search for coupons:

  • Always: 32%
  • Often: 91%

All in all, 71% of consumers will use coupons whenever they can during a purchase.

And it’s not just previous customers who are willing to use coupons. 86% of online shoppers say that they’re more likely to make a purchase from a new business if they have a coupon. 36% of those shoppers are much more likely to make a purchase.

To 78% of online shoppers, not having a coupon is a deal breaker. They straight up won’t make a purchase without one.

Why Coupons are Good for Targeted Email Marketing

You know what the best part about offering coupons is? Consumers are willing to trade personal information for them, including their:

  • Email: 85%
  • Gender: 70%
  • Name: 60%
  • Birthday: 48%
  • Occupation: 43%
  • Residential Address: 32%

As such, they present a ton of possibilities for your client’s next targeted email marketing campaign. Not only do you have an email address you’re sure will work, you can personalize the email with the recipient’s name and can send them your client’s deal based on their location. You can also send them additional deals for their birthday.

Using Coupons in Emails

Once your client has potential customers’ email addresses, it’s time to, you guessed it, entice them with more coupons! According to Capterra, 61% of consumers get their coupons from company emails. When it comes to the coupons your client should feature in their targeted email marketing campaigns, it’s safe to shoot for what’s popular. Capterra says that the types of coupons that are the most used and preferred by consumers are:

  • Percentages Off: 93% of consumers use these coupons and their preferred by 62% of consumers
  • Free Shipping: 90% of consumers use these, 19% prefer them
  • Buy One, Get One: 65% use them, 8% prefer them
  • Free Gift: 46% use them, 3% prefer them

The third most popular coupon type is loyalty rewards, which are used by 68% of consumers and preferred by 6%. But let’s discuss that separately, shall we?

Loyalty Programs

Targeted email marketing campaigns are easy to create within a loyalty program. Which is great because consumers of all ages are likely to join loyalty programs, as long as your client offers the chance to them. According to Capterra, here’s the percentages of each generation that at least sometimes join loyalty programs when offered:

  • Millennials: 88%
  • Generation X: 86%
  • Generation Z: 85%
  • Baby Boomers: 72%

Loyalty programs are an excellent way to turn perspective or one-​time customers into repeat customers. With a properly orchestrated targeted email flow, you can send your client’s members coupons based on their previous purchases, as well as any other info they’ll give you to enter. And coupons are just the tip of the iceberg. Loyalty members also enjoy receiving:

  • Future Credit: 67%
  • Free Gifts: 57%
  • Free Content: 17%
  • Referral Rewards: 13%
  • Early Access: 6%

In summary: When you add coupons to your client’s targeted email marketing, interest in their products or services will increase.

Need More Data?

If your client needs a bit more data to be convinced of coupons’ positive effect on targeted email marketing, take a look at their target audience’s profile on AudienceSCAN on AdMall by SalesFuel. There, you’ll be able to learn more information about their interest in coupons and their responsiveness to email ads.

Photo by John Schnobrich


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Rachel Cagle

Rachel Cagle

Rachel writes about marketing and media sales for SalesFuel. She holds a Bachelors degree in English from The Ohio State University.