Are you personalizing your promotional offers?
If you answered no, don’t worry; you’re not alone. Only 39% of retailers personalize promotions and recommendations through email, so there’s a good chance you’re among the 61% missing out on an opportunity to improve promotion performance.
However, it’s never too late to make a great impression with your customers. Whether you are using a loyalty program, mobile, email, direct mail or social to share promotions, you can use the following steps to implement data-driven promotions.
#1 Capture Data at the Start
Capturing new customer intelligence is a powerful benefit of a smart promotions strategy and should begin at the start. Yet numerous opportunities to do so are often missed by marketers, limiting follow-up and future personalization of offers.
#2 Test & Optimize
Just like any other marketing effort, promotions are an opportunity to learn—both about your audience and your offer—so you can improve KPIs over time.