7 Keys to Marketing Genius: Don't Send Coupons to Customers
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
If you have read this section so far, then it should be obvious why this is a bad idea; but just in case I’ll reiterate the reason. Coupons (and sales promotions) should be used to induce trial. Since current customers have already tried the product, there is no need to induce trial.
In the advertising section, I warn not to send advertising to current customers but to send them targeted customized communications. Customer retention and loyalty programs are a way to show gratitude, promote continued use of the product, and encourage customers to be advocates to family and friends. Frequent shopper cards, premiums and thank-you letters are a few ways to express appreciation and build relationships (Key 5) with current customers.