Offering customer discounts is one of the most effective ways to encourage engagement and drive sales. However, when customers sign up for email and SMS notifications, managing these communications without overwhelming them can be tricky. As a branding and tech firm, Giant has seen firsthand the benefits of a strategic approach to customer engagement. Below, we’ll explore some best practices for discounting customers who have opted into your email and text campaigns.
1. Segment by Communication Preference
Before sending any discounts, it’s essential to segment your customer base according to their preferred communication method. Not everyone wants to receive offers through multiple channels, so consider creating groups for:
- Email-only subscribers: Send discounts exclusively through email.
- Text-only subscribers: Reach them with promotions via SMS.
- Email and text subscribers: You can send offers via both channels, but use discretion to avoid oversaturating them.
By segmenting your audience, you can ensure that your customers receive discounts in a way that suits them best, which increases the likelihood of engagement.
2. Use Texts for Urgency and Emails for Details
SMS is an incredibly effective medium for quick, time-sensitive offers. Because text messages boast an open rate of up to 98%, they’re ideal for:
- Flash sales
- Limited-time discounts
- Urgent reminders (e.g., “Sale ends tonight!”)
Meanwhile, email allows for more detailed content and is perfect for:
- Longer promotions
- In-depth information about products or services
- Complex terms and conditions related to the offer
Using texts for short, urgent messages and emails for longer-form communication ensures each channel serves its purpose without redundancy.
3. Personalization Matters
Customers expect personalization. By tailoring your discount offers based on purchase history, location, or customer behavior, you can create a more engaging experience. Personalized offers are more likely to be used, and customers feel valued when they receive content that reflects their preferences.
- Email: Include personalized product recommendations alongside discount offers.
- SMS: Mention previous purchases or offer discounts on items related to a customer’s interests.
This level of personalization can increase engagement and lead to higher conversions.
4. Stagger Your Campaigns
Consider staggering your campaigns if you plan to send discounts via email and SMS. For example:
- Send an email offer early in the week.
- Send a reminder text closer to the end of the promotion or sale period.
This helps you stay top-of-mind without bombarding customers through both channels simultaneously.
5. Mind the Frequency
Be mindful of how often you’re sending promotions across different channels. While email allows for more frequent communication, overuse of SMS can lead to high opt-out rates. Customers are more likely to stay subscribed if they feel like your texts are delivering real value, such as:
- Exclusive offers
- Early access to sales
- Special, time-sensitive deals not available elsewhere
6. Channel-Specific Offers
Another great strategy is to make some offers channel-specific. For example:
- Email subscribers: Could receive a discount on their next purchase when signing up.
- SMS subscribers: Could gain early access to a limited-time sale.
By creating unique offers for each channel, you give customers an incentive to stay engaged across both platforms.
7. Test and Optimize
A/B testing is a powerful way to optimize your discount campaigns. Consider testing:
- Offering the same discount via email for one group and SMS for another.
- Varying your offers’ content, tone, and timing to see what resonates most with your audience.
By tracking open rates, click-through rates, and conversions, you can fine-tune your strategy to increase engagement and sales.
Conclusion
Sending discounts to customers who have signed up for email and SMS communications requires a thoughtful and strategic approach. By segmenting your audience, personalizing offers, and making the most of each channel, you can engage your customers without overwhelming them. At Giant, we believe the key to successful digital marketing is delivering value that makes customers feel heard and appreciated. Follow these best practices to keep your customers engaged, your brand in their minds, and your sales growing.