In 2012, the Australian Millennial Loyalty surveyed 600 people and found that between 73% and 78% of people prefer to receive a gift card vs only 39 to 44% who favour a coupon, amazing really, as they are the same product just packaged differently.
The three most successful conversion campaigns SNIPER clients have run all used an image of a gift card to send to their inactive customers. Their activation promos received a return of 17% for a $15 gift card compared with a 4% conversion for a discount code of 30%. Two other clients had similar conversion rates with one receiving a conversion as high as 19% from their inactive customers.
It’s the visual superiority effect, your audience readily recognizes and values gift cards above anything else so provide them with a visual they understand and trust.