Mobile coupons delivered via rich text messaging (MMS) drive higher levels of purchases along with a sense of urgency. A US survey by CodeBroker indicated that not only do 25% of people redeem texted coupons within three days, 60% redeem them within a week.
The research shows that “welcome” coupons and offers can also be a productive way to use mobile coupons. Of those responding, 68% said they would be more likely to join a retailer’s marketing list if they receive an instant coupon. That means not only can an initial offer help build a marketing list, it is an efficient way to engage consumers for the first time. Of course, that initial engagement can easily lead to a variety of ways to gather valuable marketing data. Perhaps one of the more intriguing pieces of information from the CodeBroker survey is the power of on-demand, single-use mobile coupons. On-demand coupons delivered via text are showing the strength to drive purchases, with 78% saying that they are likely or very likely to redeem a coupon that they request in response to an advertisement. Another finding is that consumers prefer to redeem single-use coupons that offer a higher discount when compared to multiple-use coupons that offer lower value discounts. Of course, relevancy is also key. Knowing your prospects and customers and staying relevant to their ongoing needs is critical. Thankfully, with available data supplied by prospects, clients and customer relationship management (CRM), this is easier to accomplish than ever.
Digital coupons can “magically” appear for use just when those on your list may be desiring them most. More than ever, consumers and especially Millennials are used to getting what they want when they want it. When it comes to couponing, on-demand coupons delivered by text is the optimal way to meet those expectations. Delivering coupons through mobile devices that Millennials clutch like a lifeline ensures that coupons are received when and where they are desired, and are easy to redeem.
