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There are a lot of ways to create your own loyalty programs. On the low-tech end, you could simply create a special email list for VIP customers and send them the best offers and discounts.
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A customer who buys a lot of running gear is most likely a runner. Before you send out a coupon, think about your customer. What kinds of discounts do they find valuable? What will entice them to buy? Some customers are happy to save a couple dollars or just want shipping fees waived.
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When you send coupon offers to your email list, include imagery that connects your subscriber to the discount. Send images of your products, especially if you have photos of people using them happily. If you send a coupon that applies to several products, curate a selection for the email. Show three to six applicable products to get the customer thinking about how they might use the coupon. The details of the coupon the code, expiration date, etc.
But two things can happen if you give out discounts too often. First, customers become fatigued. Customers start to ignore your emails because they know what to expect. In fact, it could also open you up to lawsuits. Second, frequent sales devalue your brand. How often should you send coupons? Limit your coupons in some way to encourage customers to make a purchasing decision sooner.
You might use an expiration date or limit the stock. Many brands make the mistake of assuming that bigger discounts are always better.
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