COUPSMART BLOG

Your resource for digital and social couponing news

Archive for the ‘Marketing’ Category

Three Keys to a Successful Remarketing Campaign

May 27th, 2015 9:52am

BLOG 052515

Remarketing campaigns come in many shapes and sizes – from AdWords, to Events, to Email, to Facebook, and many more. It is the process of re-engaging or re-targeting customers, typically using multiple channels, that previously expressed interest in your brand or service.

This could be an individual that visited your website through Google’s search engine, and two weeks later, clicked an ad for your product while reading the New York Times or similar digital publication.

Or, it could be a customer that subscribed to your mailing list, and several weeks later received your newsletter. Email marketing was one of the first successful tools for digital marketers, and to this day, remains a leading digital method for generating high ROI. Today, we will discuss three keys to a successful email remarketing program.

To apply the basic concepts of a remarketing campaign to the email channel, these are the three points you should never overlook. Here’s what you need to know about email remarketing.

Get High Quality Email Addresses

A high quality email address is the most fundamental aspect of an entire email remarketing strategy. It’s imperative that you are not collecting “any” email address – but the customer’s ‘real’ email address that they check on a daily basis – or receive alerts to on a smartphone.

So, how are high quality email addresses captured? Two typical ways are pulling data from social profiles, and customers submitting information via online forms, for instance, on an ecommerce site.

Gather Data By Permissions, Not Forms

Data is important because it provides facts and clues on who your customers are, and what they like – giving marketers the ability to organize and segment customers by different variables.

A popular method to acquire consumer data is through interviews and surveys. A limitation of this method is response bias – which questions the validity of the answers. Conversely, gathering data by permissions, is obtaining information through previously entered information. One way to do this is by pulling it from social profiles. Thus, the information is more accurate and reliable.

Furthermore, certain types of data, like psychographic data, provide details on customers’ behaviors, likes, and interests, helping brands produce better paid advertising and content when creating remarketing campaigns.

Send Targeted, Highly Relevant Content Emails

It is important to understand where and how a customer’s data was retrieved, and what that data says and means. For instance, if it’s pulled from a social profile, you know at least that they are likely active on that social platform, and can understand that data through some sort of framework.

Additionally, gathering the right type of data, or correctly analyzing data, provides hints on how to best engage your audience. This information can then be redeployed in email campaigns when remarketing. For example, by developing customized content for an email remarketing campaign based on a specific channel’s audience or behaviors.

Context and data help construct the next campaign (the remarketing campaign). Since remarketing means that they had a ‘touch point’ with your brand in the near past, you ideally should know where and when this touch point occurred. This touch point provides deeper understanding for marketers.

Message us to learn more about CoupSmart’s data acquisition and email remarketing process.

3 Creative Ways to Use Psychographics in Marketing Campaigns

May 18th, 2015 4:26pm

BLOG 051815 (3)

Psychographic Data

While demographics is the data of who your customers are, like age and gender, psychographics explain why they buy and what they think. A customer’s psychographics are their values, preferences, likes, and behaviors.

Traditionally, demographic data is used in marketing campaigns that target customer segments by criteria such as age and income. But a limitation of demographics is that it organizes customers using concrete data; it does not explain how the buyer thinks, what they like, and why they purchase certain products.

For instance, two men, both 50 years old and making $65,000.00 annually would be very similar from a demographic marketing perspective. But from a psychographic perspective, one may be a golfer and prefer golfing products, while the other is a world traveler and sky diver – a thrill seeker. Fundamentally, their buyer profiles are completely different.

But to implement psychographic data in a real-world marketing campaign, two things are required. The first is acquiring psychographic data, and the second, is applying that psychographic data in a marketing campaign.

Acquiring Psychographic Data

There are many ways to acquire your customers’ psychographic data. Below we detail three common methods.

Pull It From Social Profiles

You can scrape or use a third party tool to gather psychographic data from publicly available information, such as from a social profile on Facebook. A person’s Facebook profile lists their likes and interests, this information can be captured and organized – Facebook’s likes and interests are psychographic information.

In this scenario, you retrieve high-quality and unfiltered data from profiles that are filled out by customers – not the data that they give you through surveys or interviews - avoiding response bias.

Interview Top Clients And Send Surveys To Existing Customers

In person and on surveys: ask them what their personal goals are – and what motivates and drives them? Ask them what their favorite brands are, and what are their values and beliefs?

In addition, send surveys to a large group of customers, thus enlarging your sample size. Be clear that you want to know more about them and understand what they care about.

Review Your Analytics, Especially Website Analytics

What are your clients searching for online, which customers are staying the longest on your site, and which social media site is driving traffic to your properties? Your website analytics can answer these questions, giving clues to your customers contextual information (their psychographics).

Applying Psychographic Data

3 Creative Ways To Use Psychographics In A Marketing Campaign

Email Marketing And Custom Content

Email marketing with custom content is a powerful tool. If your brand runs a promotional campaign on Facebook, and collects data during the campaign, re-marketing opportunities become available. After reviewing that campaign’s results, for example, you discover that a significant portion of your customer base likes running and enjoys cooking for pleasure.

A next step would be creating a cook book detailing the healthiest and most delicious ways to create extra flavors for your top food product – and sending it via email and placing it on your website.

Create Better Paid Advertising

By using a third party app, or pulling information from social profiles, you discover that many of your customers prefer to hang out on Pinterest over Twitter.

Practically, once you know your customers prefer Pinterest over Twitter, you can stop spending money on Twitter, and focus on Pinterest for a higher ROI.

Run Digital Promotions

Send coupons and offers for the products and areas of interest that your customers love. Your shoe brand can send discounts to running hobbyists of the newest release of their hit running shoe. Adventure seekers can receive marketing messages for upcoming outdoor sporting events your brand is sponsoring.

Once you understand what is important to your customers, you’ll know where to find them, where to reach them, and how to motivate them. To learn more about using CoupSmart as a psychographic marketing tool, click here to contact us.

Are Coupons A Marketing Vehicle For More Actionable Data In 2015?

May 11th, 2015 4:10pm

Q: Wouldn’t you want to know how to fine-tune your marketing campaigns based on your customers’ actions?

Traditionally, coupons have been tools to drive sales and gain market share. However, the advent of digital coupons and digital technology has made more than one path available for vendors to innovate, and create additional value-adds.

One of these paths is data acquisition. In addition to driving sales and market share, coupon campaigns can be used to acquire more consumer data. This acquired data can encourage repeat purchases through remarketing campaigns, and more loyalty, through data analysis.

Data can be filtered into three broad types for marketing departments: they are customer, operational, or financial data. Customer data – behavioral, attitudinal, and transactional – fuels marketing teams’ decision-making based on customers’ actions, like redemptions, or claims.

In theory, the more quality data that you have, the better decisions you’ll make.  Of course, that is not guaranteed - because a team has to execute – but it does offer potential benefits. For instance, data-driven coupon campaigns can provide or answer the following:

  1. Determine what really makes your customers tick.
  2. Set baseline metrics to measure or review your campaign’s results.
  3. Focus on the few points that truly matter.
  4. What is driving your customers’ behavior/actions?
  5. Target specific and highly relevant customer niches.

A third party vendor provides brand and retailers an experienced hand to help run data-driven campaigns that provide positive ROI.

Data collected from a recent campaign will be relevant and accurate. Data that provides depth will include demographic and psychographic (likes and interests) information for deeper analysis and detailed context for remarketing campaigns.

For example, if you could identify the the Top 5 geographies that gave you the highest V2C conversion rate, wouldn’t you want to target more of your marketing dollars to that segment during the next campaign? Or, for instance, would you want to know customers’ campaign activity (view-to-claim rate) based on their likes and interests? The following chart details an ecommerce client’s customers’ view-to-claim (V2C) ratios based on their Likes and interests. 

v2c claim ratio by likes

 

Any good marketer can figure out how to productively re-purpose this vital information somewhere in their marketing strategy.

It is imperative that your data is accurate and actionable. Are you acquiring your data from an active campaign? And can that data be used to support long-term sales gains? Send us a message to find out.

To learn more about our powerful platform click here.

3 Ways to Increase Your Digital Coupon Redemption Rates

April 7th, 2015 9:39am

Blog_040615

For brands and retailers the fundamental purpose of coupons is to increase awareness and drive sales. Beyond that, a number of ancillary goals also influence the actual success of a coupon campaign.

Some of these secondary goals include how many coupons are claimed (“or prints”), how many are redeemed; and what type of campaign and user-level data is acquired to spur future remarketing touch points and analysis of deeper consumer insights, i.e., what patterns of behavior and demographic and psychographic data are brands learning from their campaigns?

Whether the channel is digital in nature, traditional, or through a social media platform, a KPI is the rate of redemptions. The most obvious and immediate way to increase your redemption rates is to go digital. For instance, according to NCH’s 2014 Year End Topline View of Coupon Facts, digital coupons’ distribution is less than 1% of all coupon segments but represents 10.6% of total redemptions.

Let’s assume your goal is to increase redemption rates for your on-going digital coupon/promotional campaigns. To do that, here are our three best practices:

  1. Promote your offers and coupons

Feature it on Facebook by posting to your page, use images and video, boost your page posts, and consider running display ads on Facebook’s platform. We recommend planning several posts before each campaign to notify your fans. Teaser posts before a campaign are particularly effective 1-2 days before a campaign starts.

Another option is to Tweet it on twitter. Promoting your campaign across all of your other social channels, including Twitter, is an easy and free way to get more exposure and better results.

Here are five other online ad methods to promote your offers and coupons:

  • Google AdWords and/or SEO
  • Banner Ads and Poster Advertising
  • Blog Network Marketing
  • Instagram and/or Pinterest
  • Sending the offer/coupon/announcement to your existing email lists
  1. Send reminder emails

Send reminder emails to customers who have claimed your coupon but have yet to redeem. Newer and savvy social coupon vendors can provide this real-time information to brands or retailers to ensure they receive the best value from their digital campaigns.

  1. Send follow up offers (based on remarketing and retargeting … keep engaging your customers)

When a customer claims your digital coupon, it is important to capture vital user-level information, such as their key demographic profile – name, age, gender, location, email address – among other things.

Capturing email addresses allows you to send two types of emails: the first is additional follow up offers and discounts, and the second is email remarketing messages based on demographic information or campaign behavior.

Using these best practices and incorporating a diverse media mix of coupons is the best option for successful digital campaigns.

CoupSmart is a technology vendor focused on social couponing. If you’re a brand, retailer, agency, or third party, we want to be a piece of your digital strategy, and would love to start a discussion today. Request a demo or message us for the fastest reply.

How to Build a Quality Email List for Your Summer Campaigns

March 23rd, 2015 4:28pm

blog image - 032315

Building reliable and high-quality email lists is a top goal for almost all B2C business organizations because email marketing is considered a proven and fundamental strategy by digital marketers.

According to these studies, two thirds of respondents believe that email is very or extremely important to their current strategy, and in this study, was rated the most effective digital marketing tactic in the United States.

Today is the perfect day to learn how to build your first CRM list (or supplement your existing list) to drive more sales and repeat purchases for your summer campaigns.

How to build a quality CRM list with CoupSmart’s social technology:

  1. Run a promotional campaign on Facebook (a coupon, offer, discount, event, or contest).
  2. This offer appears in your Fans’ newsfeeds, encouraging them to claim the offer.
    • Note: the offer must be enticing for a significant percentage of customers to claim it.
  3. When they claim your offer, they give CoupSmart permission to access their data, which includes their email address.
    • 92% of consumers click ‘yes’ when asked to give CoupSmart permission.

Gather data about these customers to increase your list’s value:

  • When your Facebook offer is claimed, the customer’s email address and social data is captured, including:
    • Demographic data – age, location, gender, email address
    • Psychographic data – likes and interests

With this information, your brand can remarket to them via email. Since the offer is posted on Facebook and can reach thousands of Fans, one or two campaigns can build a large list, relatively quickly.

Next, use email (re)marketing best practices to drive sales and repeat purchases, for instance:

  • Send messages based on age or geographical location.
  • Send messages based on campaign activity (did they just claim they offer, or did they claim and redeem the offer?).
  • Send messages based on your customers’ likes and interests.

In addition to the benefits and ROI of traditional coupon campaigns, CoupSmart’s social technology helps brands and agencies send better and more targeted emails to interested customers, increasing sales and trial. Another benefit is the promotion of the discount or offer on a brand’s Facebook page, generating awareness and activity for that brand on their social site, instead of a third party’s.

To see a live offer in real-time, email sales@coupsmart.com.