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!

ZONK!

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.

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ABOUT THE AUTHOR
Bertrand Van Overschelde is vice-president, North America, for Emailvision, where he is responsible for sales, marketing, service, and general administration in the region.