The document discusses how businesses can use digital coupons to build their customer lists and drive sales, explaining how digital coupons work, how to distribute them via email, text, and social media, and how to track redemption rates and determine return on investment. It provides tips on setting up digital coupon programs, including integrating coupons with point-of-sale systems and controlling redemption.

1. Katherine Raz, Community Manager @ Signal
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2. • Why use digital coupons?
• Advantages of digital coupons for retailers
• How digital coupons work
• Controlling redemption on digital coupons
• Example digital coupon program customer flow
• Determining digital coupon ROI

3. Signal is an all-in-one marketing platform where businesses can manage:
• Email newsletters
• SMS marketing
• Social media publishing
• Content tools (landing pages, short URLs, QR codes) and promotional
tools (sweepstakes) for building your customer database
• Customer database, including tracking engagement across channels
• Sign up for a free trial at Signalhq.com
About Signal

4. Why digital coupons?
itsgreg, via Flickr
Consumers want them
• 2013 YouGov study found: 65% of
consumers are open to receiving offers
on their mobile phones
• 51% of consumers want offers that
provide discounts and are not
interested in receiving advertisements
that don’t offer any type of discount or
offers

5. % of mobile phone users using coupons
9.5%
13.5% 16.5%
2011 2012 2013
Source: Microsoft Tag study

6. How do coupons help
my bottom line?
They help build your lists!
• Digital coupons can be followed by an
opt-in prompt
• Customers who may otherwise not join
marketing lists will when presented with
an opt-in incentive like an immediate
coupon
• Like print coupons, they can be
distributed outside your locations
• They capture data
• 2011 Knowledge Networks study on
digital coupons for CPG found that 46%
of digital redeemers were prior non-
buyers of the product, compared to 34%
for traditional print couponslynnfriedman via Flickr

7. Digital vs. traditional
StockMonkeys via Flickr
How digital trumps print
• Digital coupons attract more new buyers
than print coupons by a margin of 35%
(Knowledge Networks)
• Digital coupon printers are 35% more
likely to have a household income of
$75K+ and 17% more likely to have
college or advanced degrees (360i)
• Digital coupons have higher redemption
rates than traditional coupons
• Digital coupon impressions are trackable
• Digital coupons are often cheaper to
send > cost to send them can be directly
related to redemption

8. Why retailers love
digital coupons
Better targeting, lower cost
• People who receive them are already
opted in to your list -- paying to reach
them makes more sense
• Print costs are increasing while
readership dwindles, especially in
younger age groups
• Mobile coupons can be personalized
{{first_name}} and segmented based on
any data you collect
• Mobile coupons work in real-time (90%
of SMS recipients read their text
messages within three minutes)
kevinomara via Flickr

9. How do digital coupons work?
stuckincustoms via Flickr

10. How people prefer to receive digital coupons
Source: Microsoft Tag

11. Customers scan a QR code
QR code links to mobile-
optimized landing page that
contains web coupon

12. Keeping tabs on coupon & QR code stats

13. Text to get an in-store coupon
Sample call to action
Join our text club! Text
KEYWORD to SHORT CODE
to receive an immediate $10
off your purchase today.
These types of coupons are great if
you’re trying to build your SMS list.
The first prompt will subscribe them to
your SMS list, followed by a post opt-in
message that contains your coupon.

14. How to set up your post opt-in coupon send
PRO TIP: You can also insert a link to a web coupon here by clicking “insert coupon,” but
keep in mind only smartphone users will be able to view it.

15. Email customers a mobile-optimized coupon

16. … or email a link to a web coupon
Use web coupons to:
• Control view limits and set dynamic expiration dates
• Personalize coupons to the individual
• Track analytics

17. Send an SMS coupon
3 ways to serve up text coupons:
• Use a non-unique code and include a static expiration
date
• Insert a link to a web coupon
• Use a unique text coupon code that changes for each
recipient

18. Share coupons via social channels

19. But how do I control redemption?
chuddlesworth via Flickr

20. Send individual coupon codes
Upload a database of
unique codes
Each text you send with the
{{coupon.code}} tag will populate with a
unique code for the individual.

21. Set expiration dates

22. Create view limits

23. Use timer countdowns

24. How do we integrate with our POS?
jojakeman via Flickr

25. Show the cashier
manhat64 via Flickr

26. Coupon codes online
nycarthur via Flickr
Use unique coupon
codes, or a single code
that activates a
discount.

27. Scan a barcode
herzogbr via Flickr
Not all POS scanners can scan
barcodes displayed on LCD and
LED screens.
Be sure to TEST YOUR POS before
sending out barcodes without a backup
code that can be manually entered if not
scanned off the phone.

28. Sample coupon marketing flow
Promotion
prompts entry Customer
opts in
Customer
receives
immediate
coupon
More coupon
offers sent
Survey sent
asking for
segmentation
data
More coupon
offers sent

29. A good “starter” coupon: birthday clubs
clevercupcakes via Flickr
PRO TIP: You can also use this feature to
send coupons at any time increment after
someone joins your list (one month, 6
weeks, one year)

30. How do I determine ROI?
amagill via Flickr

31. How much do digital coupons cost?
jdhancock via Flickr
Start by calculating the monthly
cost of your digital coupon
software.
Your Signal account includes some
messaging:
• Text message coupons are
calculated the same as text
messages
• Email coupons are calculated the
same as emails
• Web coupons are just like landing
pages
At $99/month, 5,000 SMS messages and
25,000 emails are included. Each
additional SMS message is just a penny.

32. Calculating coupon redemption rate & sales
worldbank via Flickr
Coupon
redemption
rate
(%)
=
coupons
redeemed
(#)
coupons
distributed
(#)
With your coupon software, you’ll know:
• How many coupons were distributed?
• How much did it cost to send the coupon?
• How many people viewed or clicked the
coupon?
Your POS tell you:
• How many coupons were redeemed?
• What was the average check total with coupon
redemption?

33. What kind of redemption rate can I expect?
flowerego via Flickr
Redemption rate varies by industry
and by offer.
• Kwik Trip gets 10-13% redemption on free
offers and 2-3% redemption on 50-cent
coupons
• IHOP got a 10% redemption rate on a free
stack of pancakes
• A 2010 Mobile Commerce Daily case study
reported a 40% redemption rate on mobile
car wash coupons
Free offers generate higher
redemptions.
Try internet searches for digital or
mobile coupon redemption rate in your
industry.

34. Twitter: @Signal or #GetSignal
Facebook: Facebook.com/SignalHQ
Blog: Blog.SignalHQ.com
Ask our team about your marketing plan: hello@signalhq.com
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