The popularity of daily deals—emails or mobile notifications that offer a discounted local service or product—shows no signs of abating.
According to BIA/Kelsey, US spending on daily deals, instant deals, and flash sales is expected to hit $2 billion in 2012 and continue to grow to more than $4.2 billion in 2015.
Since Groupon's launch in 2008, many lessons have been learned—by the retailers offering the deals and the consumers purchasing them. As the number of daily deal-style offerings grows, the "dealers" (e.g., Groupon, Living Social) have to tread carefully or they'll risk alienating subscribers, upon whom their entire business model relies.
In the spirit of deal-making, let's look at best-practices for reaching out to your subscriber base. Consider the following five scenarios. Will your email list make a deal, or will your strategies get you zonked?
1. Increased Communications
With Mother's Day right around the corner, I will increase the frequency of my communications to my subscribers in hopes that they'll find the perfect gift among the multiple offers I send!
Though subscribers have explicitly given you permission to communicate with them, they expect those communications to be kept to a minimum. If you're a deal-a-day site, sending more than one offer per day may make subscribers feel as though they're being spammed. And you'll be risking more than your reputation with subscribers.
Take the first step (it's free).
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