Staggered coupons for recurring purchases – with marketing automation
Published on 14 March 2017 | Author Sebastian Pieper0
Due to the mass of suppliers, regular, recurring customers are rare today. In order to keep customers and perhaps even convert them to recurring customers, it is necessary to make attractive offers and implement bonus and loyalty programs. With the right marketing automation tools the campaigns for such programs are easily done.
The objective of a coupon campaign should be to strengthen customer loyalty and thus to trigger recurring purchases. A marketing automation system can assist you with automated campaigns to implement simple but effective loyalty programs. E.g. in order to motivate customers with the help of staggered coupons for subsequent purchases or higher shopping cart values.
An implementation example for staggered coupons
The marketing automation system first checks whether the customer is a new customer, because if this is the case, the customer has to be informed that there is a loyalty program at all. If the customer has been there before, he receives a 5 € coupon, if he has bought for more than 50 €, a 10 € coupon with 100 € sales, etc. On each purchase the cumulated sales of the customer are checked. If it exceeds one of the defined limits, the customer receives the appropriate coupon. In addition the customer is informed once a week about his current cumulated turnover as well as the missing amount to the next coupon level: “Your bonus is € 72. Buy now for 28 € and reach the next coupon level!
In general, when using coupons it is helpful to try different ways to operate and optimize the channel as well as to use different occasions in the lifecycle. The individualization of coupons is one of the most important and most successful measures in marketing. Find here a detailed description of these topics and how to use coupons in marketing: Correctly Using Coupons in Marketing: 4 Tips
Tip: Help your customers reach the desired value through partner sales. (Invite a friend – his first purchase pays to your bonus.)
14 Templates for Marketing Automation
Distributing coupons is only one of many possibilities that can be implemented with marketing automation. You can find further 13 in our blog.