What is a Mailing List Voucher Confirmation Campaign?
A mailing list voucher confirmation campaign is an automated email and/or SMS campaign designed to send a voucher/discount code to shoppers who have signed up for your mailing list. This encourages them to return to your website to complete their purchase. This strategy is focused on securing sales from new shoppers by emailing them an exclusive discount to use on their order when they sign up to receive marketing content.
Privacy Policy for Data Capture Campaigns
A data capture campaign must have a link to the ‘Privacy Policy’ when you first collect the shopper’s personal details. This helps build trust and shows that you are acting in a fair and transparent manner.
For Overlays using ‘Digital Assistant’, the ownership is on the company to add their privacy policy to the footer within the ‘Digital Assistant’ campaign. For ‘Bespoke Overlays’, the privacy policy would be added by the design team on the initial setup.
Reasons for Building an Incentivised Mailing List Sign-Up Campaign
There are several reasons for building a mailing list voucher confirmation automated campaign and for offering an incentive/promotion for a shopper to join a mailing list:
- Increase engagement: Offering an incentive for confirming a subscription encourages shoppers to engage with the brand from the start.
- Improved list quality: By having users input their details, you’re ensuring that the email and SMS lists are more likely building engaged customers. As data is voluntarily inputted from the shopper, this is a great way of capturing first-party data. Deliverability rates are likely to be higher and reduce the likelihood of being flagged as spam.
- Drive sales: The voucher code itself can be a strong incentive for shoppers to complete their purchase, increasing conversion rates from the point of sign-up.
- Segmentation opportunities: Data being added to a specific list allows you to segment users for future campaigns and tailor for future multi-channel campaigns.
Why Do Shoppers Decide to Sign Up for a Mailing List?
Here are some reasons why shoppers sign up for a newsletter using a data capture campaign:
- Incentive: Shoppers want to receive instant savings and often look around many competitors before making a decision. A promotional incentive is a powerful way to encourage existing or new shoppers to make a new or additional purchase.
- Exclusive access: By providing their email address and/or SMS details, customers feel that they might gain access now and going forward to exclusive content (marketing/promotions/product updates, etc).
- Simple sign-up process: The sign-up process on Overlays needs to be simple and quick. Shoppers are more likely to input details with clear messaging.
- Clear value proposition: If the value of the voucher they receive by inputting your details is clear, shoppers are more likely to enter their email address or SMS details.
- Brand trust: If the brand is already well known or has a positive reputation, shoppers may be more likely to subscribe to receive their content.
Mailing List Voucher Logic
The Mailing List Voucher Confirmation email campaign is triggered by a data capture campaign through Overlays or Digital Assistant. This automated email is defined as a marketing communication.
What are the Steps to Build an Effective Mailing List Voucher Confirmation Automated Campaign?
Define your goal
- Decide the ultimate goal of your campaign. E.g. are you trying to grow your Email or SMS list, drive additional sales, etc.
Offer an attractive discount
- It is important that the incentive is attractive for users to input their email address and/or SMS details.
- Discount should be a specific £ value off price
Decide on multi-channel vs single channel use
- Will you send the mailing list voucher campaign by email alone, or will you accompany this with an SMS?
- Ensure that emails/SMS, and LPS render well across all devices.
- Ensure that the messaging across all channels matches the brand tone of voice and is consistent. Optimise messaging for each platform.
Create a seamless and easy checkout process:
- Minimise the number of steps during the purchase process when inputting voucher code.
- Allow guest checkout/not creating an account and offer multiple payment options
Reporting
- Track KPIs such as email open rates, click-through rates on email/SMS, conversion rates, voucher code redemption rates, unsubs, etc.
A/B testing
- It is important to continuously test and optimise campaigns.
- A/B tests can take place on components such as messaging of Overlays/offer of Overlays.
- Only make 1 minor modification at each time to understand what has worked/what hasn’t worked.
Nurture post-sign-up:
- After a shopper has inputted their details to join the mailing list (email or SMS), continue to send them valuable content or follow-up promotional incentives to keep them engaged with your brand and encourage them to make a purchase.
