This playbook adds to a strategy being used by thousands of online retailers: incentivizing people to join your email list in exchange for a discount coupon.

Where most online retailers fall flat is by continuing to offer a coupon in exchange for an email address long after someone’s joined their list or became a customer. In this playbook, you’ll incentivize returning subscribers to use their coupon (if they haven’t yet) and, otherwise, buy recommended products or be rewarded promotions targeting your best customers.

Goal

Get anonymous visitors to join the list in exchange for an email address. Afterward, get them to use their coupon and then begin recommending products to them. For the most loyal customers, show them our thanks.

Results

Increased revenue by recommending relevant products to returning customers (while also not pitching discount coupons to literally everyone visiting the website.)

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