Technology Services

Email Marketing: Can We Eliminate Coupon Codes?

I’ve always had mixed feelings about coupon codes. On the one hand, they’re a fairly simple and convenient way to implement email promotions for subsets of your customers. On the other hand, they have some major downsides.

First, forcing customers to remember codes is clumsy and violates a basic usability principle: don’t force visitors to rely on their memories. (Sure, they might be able to copy and paste rather than remember, but that’s still forcing them to do too much work.)

Second, for customers who don’t have a coupon, the coupon field acts as a disincentive to check out. The coupon blatantly announces that other customers are being offered a better deal!

I’ve noticed that some retailers try to minimize the impact of this second problem by making the coupon field more subtle. But really, how silly is that? You’re just making it harder for those who do have a coupon.

A better solution is to eliminate the coupon altogether, and let your system do the work. I encountered a good example of this recently, implemented by www.homedecorators.com.

I was shopping for a new TV stand. I’d even added one to my cart (just to check the shipping charges) but didn’t follow through with the purchase.

A few days later, I received an email from homedecorators.com offering $30 off any TV stand. A good follow-up, but the best part was the implementation: there was no “coupon code” to be found. I simply clicked the special promotional link in the email, and the “coupon” was automatically applied to my shopping cart.

What a great solution. I didn’t have to remember (or even copy and paste) some cryptic code. And that coupon field that alienates coupon-less shoppers? It’s not needed.

I suppose we’ll never get rid of coupon codes/fields entirely. But this system of automatically applying email promotions is a great first step.

 

Author

cp_admin

Share
Published by
cp_admin

Recent Posts

Search+AI: AI Visibility Starts with Smarter SEO

Shifting from Ranking to Discovery Search is changing. As SEOs, we’ve said that many times…

3 weeks ago

Amplitude’s AI Agents Are Here, And They’re About to Transform How You Work

Amplitude has officially launched one of the most exciting innovations in digital intelligence: Amplitude AI…

3 weeks ago

Sense by Contentsquare: AI That Turns Experience Data Into Action

Digital teams today face an avalanche of user data and complex customer journeys across web…

4 weeks ago

This website uses cookies.