Tailoring promotional offers with email subscription messages

Who:

Popular global fashion shoe retailer

Strategy:

In order to increase newsletter sign-ups, the retailer tested a combination of different promotional offers and incentives across desktop and mobile web, including “buy 2, get 40% off”, “receive 15% off when you subscribe today”, and more.

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Tailoring promotional offers with email subscription messages Tailoring promotional offers with email subscription messages
Hypothesis:

Consumers are inundated with promotions on a regular basis and have come to expect this from online retailers. This means brands have to work even harder to leverage promotions in a way that’s fresh and actually motivates action. By changing up a promotional strategy instead of showcasing the same deals, eCommerce brands can increase their opportunity of eliciting a conversion or signup. For example, messaging may focus on “10% off” or “next-day shipping,” and a few days later, may switch to 15% off or “free gift with purchase.”