Within the direct and promotional marketing, promotions and discounts are a powerful tool to attract and keep more customers. An effective strategy for both retail companies and large firms. However, it is necessary to plan these campaigns in detail, prioritizing personalization and the combination of different channels, as we analyze.
What interests you about this content?
- Different formulas of promotional campaigns: references, incomplete carts, or combined packs.
- Keys to plan a successful strategy based on information, personalization and omnichannel communication.
We explain what personalized marketing is and how it can help you.
Examples of different types of promotions and discounts to attract customers
Does a promotional campaign always have to be linked to a financial offer or discount? It seems unreasonable that, in a constantly evolving and highly competitive world, we limit ourselves to classic formulas to promote a company.
Remember that we are looking to arouse curiosity and stimulate purchase. These are some of the promotions or discounts that you can implement through direct marketing.
Referred programs
Modernize the classic “one gift for each friend you bring”, rewarding both. This system can now be sophisticated and improved by making the customer more involved and protagonist, with a simple registration mechanism (a personal code, a link). In addition, maintaining constant communication. The idea is to make each customer feel motivated to recommend.
Shopping cart reminders
This is not meant to be pushy, but there are times when the purchase has simply been left uncompleted and forgotten. A discount or reward is added along with the reminder message.
The email marketing is a very useful tool for this type of promotions.
Product packs
There are certain articles that complement each other. And yet, there may be ignorance about the existence of some. You can create packs in which it pays to buy together or give one as a gift when purchasing another.
Having data about a customer’s buying decisions helps the effectiveness of these promotional programs. This is provided by technology platforms with a CRM that allows you to personalize each customer’s interactions.
Flexibility in the form of payment
It may not seem like a promotion as such. But, the fact of allowing several payment options (in several months without surcharge, delayed payment, installments with fixed installments) is decisive for many customers.
Not only is it proven to increase the conversion rate, it also increases the ticket of a purchase.
How to design effective promotional and discount campaigns to attract more customers
Which of all the promotional proposals we have developed in the previous section is the most effective? All of them, it just depends on which one is more attractive to each customer and that the message reaches them clearly, at the right time.
Therefore, beyond the specific strategy or how you combine them, the most important thing is that you plan it taking into account these elements.
Data analysis
All companies have data on their customers. This information is used to build loyalty among existing customers and, in addition, to attract new profiles, identifying the target of each product or service.
At MailComms Group we know that the key is to provide your company with a powerful tool for advanced analytics of your communications. That’s why we offer you Salesforce and its 360º vision of your customer interactions.
Customization
Offers and promotions have been part of corporate marketing throughout the ages. But, Today, a leap in the real impact of these campaigns is being achieved because an element that was not available before has come into play. Or at least not with the same precision. We refer to the personalization of these promotions or sales.
And here, everything counts. From the customer’s product preferences to their purchasing dynamics. Also, their schedules or frequency of purchase. And, of course, the type of messages and the channel through which they are received. In short, it is all about the customer having an active intervention and being the one who decides what, how and when.
Omnichannel communications
Everything adds up when it comes to awakening the interest of each customer. Of course, the channel through which you contact them is essential. First, to to ensure that the message has reached him. But, above all, to be heeded.
Keep in mind that this is not a fixed preference. The same customer may be more receptive to a paper flyer for a certain offer, because he forgets the coupons he keeps on his cell phone. And yet he prefers to find a promotional pack in your online store.
We review the advantages of combining physical and digital channels in direct marketing.
Follow-up of results
The actual conversion into purchases is an important data to quantify the success of a promotion. However, it is not the only information that should be analyzed. It is in your interest to have a real-time analysis of the information, even in case you need to make any changes to your strategy.
Meet Response Data Analytics, the tool we offer you to optimize the results of your current and future promotional campaigns.
At MailComms Group we help you manage and plan your direct and promotional marketing strategies with the most innovative and efficient technological tools. And always with an omnichannel communications service that combines physical and digital channels.
Frequently asked questions on how to take advantage of promotions and discounts to attract more customers
Are promotions and discounts effective in attracting more customers?
In general, there is usually a positive response from repeat customers because they feel valued and rewarded for their loyalty. In the case of attracting new consumers, too, because they tend to understand that they get more for their money. But, it is important to study their demands and buying behaviors to arouse their curiosity.
How to increase the response rate of your company's promotional and discount campaigns?
The key is personalization and the use of omnichannel communications (email marketing, Whatsapp, SMS, social networks), without forgetting the combination of physical and digital channels. The idea is for the customer to decide how and when they receive the message.
Is there any way to check with reliable data the response to my company's promotional or discount campaigns?
Of course, there are technological tools that provide advanced data analysis in real time. At MailComms Group we have Response Data Analytics, so that you have clear reports of your customers’ response processes.