Preface
Response elements help in achieving response objectives. But they are more than just boosters because they make the response especially comfortable for the sought-after target audience. The following response elements are particularly propagated:
- Reply postcard (only print)
- Reply button (only email)
- Coupon
Coupon
Coupons are printed or printable credit notes with which the issuer promises the holder a specific service upon redemption. The following types of coupons could be differentiated:
- Information coupon: Coupon for referencing information material
- Bundled coupon: Coupon for product-/service-package with a purchase
- Product coupon: Coupon for product-/service-add-on with an additional purchase
- Discount coupon/cash coupon/shopping coupon: Coupon for a price discount
We will focus on a coupon here, which is integrated into an email. Such an e-coupon possesses a multitude of benefits as compared to the printed coupons.
What factors make an e-coupon so attractive?
- Can be created very easily and cost-effectively: No additional costs accrue due to integration into the existing newsletter.
- Can be personalised easily: Using the present-day software, coupons can be provided with personal data (for example, first- and family name).
- Interactive: The coupons contained in the email could be made interactive using hyperlinks. Thus, the recipient can redeem them, for example, by clicking on them, and is then led to a defined target page on the internet.
- Flexible: The possibility, to be able to quickly prepare email campaigns, permits the spontaneous use of e-coupons. Several types of coupons make it possible to use them for many marketing objectives.
- Effective: The shortened message in coupons is easily comprehensible for the recipient, and, thus, generates greater attention, and, consequently, a great deal of response.
- Provide more information on the customers: The present-day tracking technologies, as well as the database-supported entry of all the coupon redemptions, enable a detailed performance monitoring. On the one hand, related to individual products and product groups. On the other hand, related to individual customers and target groups.
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| Suitability for various marketing objectives |
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| Acquisition of new customers |  | |
| Customer loyalty | | |
| Sales promotion | | |
| Increase brand awareness |  | |
| Brand building |  | |
| Reduce costs | | |
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