Skip to main content

Increase e-mail success by using coupons

Clipping coupons was once the domain of the budget conscious. But, in this recession, it has become a ritual for the new frugal consumer.

Nowadays, consumers are searching for and responding to discounts and offers. In fact, it’s almost the only way to get a response at all! So, including one in an e-mail campaign is a recipe for higher open and/or click-through rates. Call it clicking instead of clipping!

No one knows whether consumers will eventually return to their spendthrift ways of old. So for now, at least, coupons are cool and deal-seeking is the norm, eMarketer Daily recently reported.

The discount coupon mindset has implications for all businesses, including marine product sales. That’s because overall, a whopping two-thirds of U.S. households now report using coupons. Moreover, the number using online coupons has grown 46 percent in the past three years.

For dealers who use e-mail to reach prospects and customers, the results of a recent study are worth noting. According to Experian Marketing Services, there is a big difference between open rates for e-mails that include a coupon offer and those that don’t. Open rates of around 24.6 percent for e-mails offering coupons dropped to just 17.8 [percent if no coupon was included.

Experian also reported that 80 percent of online coupon e-mailings experienced higher transaction-to-click rates as well as transaction rates than no-coupon campaigns. Moreover, 78 percent of that group also reported higher revenues per e-mail.

None of this is all that surprising. Coupons are purchase triggers and deal drivers today. E-mail offers a cheap way to consistently deliver coupon offers to customers and prospects. While coupons may not have the best direct application for boat sales, they’re well suited to give a boost to everything from accessories and equipment packages to maintenance services and storage.

If you’re not using coupons now, it’s worth considering for the New Year . . . and, a Happy & Prosperous New Year to all!

Related

VOLVO-EARNINGS

Volvo Penta Reports Q4, FY22 Results

Net sales of $470 million for the quarter were a 33% increase compared to the prior year period.

Pulse-Report

DEALERS: Are You Improving the Service Experience?

Our monthly Pulse Report survey asks this and other questions about your dealership. Take the survey here.

NMRA-SCHOLARSHIP

NMRA Sets Scholarship Deadline

Students pursuing education in the marine trades can apply for the National Marine Representatives Association awards until April 1.

MARINE-PRODUCTS

Marine Products Reports Record Q4

The builder of Chaparral and Robalo boats reported net sales were up 42% for the quarter and 28% for fiscal year 2022.

1_SHURHOLD

Shurhold Appoints COO

Forrest Ferrari has years of management, business development, IT and quality-assurance experience.

MOBILE-CATCH-CENTER

RBFF, Pure Fishing Partner for a First Catch Center

Pure Fishing will equip a mobile trailer with tackle and gear to bring fishing experiences to areas of South Carolina where participation is low.

Norm

An Oft-Overlooked Sales Opportunity

A recent report from the Recreational Boating & Fishing Foundation showed that women comprise 37% of all anglers. If you haven’t tapped this segment, you’re missing out.

1. 2023 new boat retail outlook

Too Many High-Priced Boats

To wrap up 2022, marine retailers reported lower demand, expressed more negative sentiment and voiced concerns about rising inventory. Boat prices and the economy remained top of mind for dealers in December.

Soundings Nov 2022

New-Boat Registrations Continue to Slide

As the gaudy sales figures from the pandemic continue to return to more realistic numbers, the main segments of the recreational boating industry saw new-model registrations of 4,421 in November, a 30.3% drop from 6,340 during the same time in 2021. .