In a ‘Survival of the Fittest’ Daily-Deal Market, Smart Email Strategies are Essential
The forecast has been a bit cloudy lately for the daily-deal industry. According to an Experian Hitwise report in August, traffic was down for some of the big players. Groupon’s much anticipated I.P.O. has been a bust and Facebook ended its daily-deal effort just four short months after launch.
Yet, Experian Hitwise also reported that visits to group-buying sites were up 163 percent this August over last August and visits to flash-sale sites were up 109 percent in July compared with the same month in 2010. What’s going on? Well, when 685-plus entrants jump on the bandwagon, some shakeout is bound to happen. The survivors will be those that excel at targeting the right offer to the right person at the right time. That’s where a smart email marketing strategy comes in.
When email marketing firm StrongMail conducted a recent study on the daily-deals business, it learned a lot about what’s working for successful industry front-runners like zulily, LivingSocial and others, what’s not working and how deal providers can do better. Here are some tips for standing out in the inbox and closing the deal:
Keep it real relevant. A 95 percent discount on carpet cleaning is meaningless to a person who has hardwood floors. Never forget that relevance rules. The deal ventures that don’t have a complaining subscriber base are those with highly sophisticated targeting that puts every source of available data to work.
Don’t be afraid to ask your subscribers. What they like, that is. Behavioral analytics are great, but they only get you so far. Nobody wants to be stalked with relentless offers for baby gear after a one-time purchase for a friend’s shower. The real gems are the details that consumers self-report, like the fact that they're designer shoe addicts or that they eat out twice a week. Make it easy for them by providing multiple opportunities and incentives to share.