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Driving Daily Deals With Email Marketing

Posted on 9.20.2011

The daily deal market is clearly saturated, with more than 600 sites in the U.S. alone. 

It is nearly impossible for all of these sites to be successful, and one report claims that 33 percent of daily deal sites have been shut down or sold in 2011.

So, how can a daily deal or a flash site differentiate itself from the hundreds of like-sites in order to achieve success? One of the most influential tools that these sites can use is effective email marketing.

A recent study called “Special Report: How Daily Deal Sites Capitalize On Email Marketing” from StrongMail analyzes successful email strategies, especially for daily deal and flash sites.

Successful daily deal sites such as Groupon, LivingSocial, Google Offers and DealSwarm, as well as successful flash sites like Zulily, Rue La La, HauteLook, Ideeli and Gilt Groupe, have all implemented a strong email marketing presence into their marketing models. However, many of these strategies can be improved upon in order to obtain and maintain the maximum number of consumers possible.

Using email marketing effectively can not only drive business for many of these sites, but also build brand loyalty with consumers, which will increase user engagement.

Here are a few tips from the report that will help take an email marketing program to the next level:

Get the right offers to the right people at the right time. A daily deal has a much better chance of being successful if it is relevant to a consumer. Additionally, deals that aren’t relevant may lead to a loss of subscribers.

Gather behavioral information from consumers. This makes the job of providing relevant content to customers much easier.

Be consistent. Messages that arrive within the same 10 to 15 minute time frame everyday create a sense of urgency amongst subscribers. It will also increase open rates, clicks and your bottom line.

Give subscribers choices. Do they want content separated into multiple messages or a single all-inclusive message?

Draw attention, but not too much attention. Since most recipients scan email instead of reading it, you have about 3 to 7 seconds to convey your message and capture attention. Keep things simple, use good spacing, attractive headlines and even bullet points to get your point across quickly to subscribers.

Optimize the pre-header for conversion instead of notes like, “add to address book” or “view in browser.” 

Use catchy subject lines. These need to be short and to the point. Think of something that you would see on a billboard that would capture your attention.


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