Jordie van Rijn, guest blogger for Benchmark Email and longterm loyalty marketing consultant, wrote this month on Optimizing Email Marketing by Tracking Abandoned Coupons. Inside, he mentions the importance of gleaning your tracking data to glean the optimal use from a coupon send:

"Email coupons can do very well as a promotional tool, especially when sent to your list of already interested subscribers. And even more so if the coupons offered are personalized by product preferences. You can offer a more attractive coupon if you know what your recipient likes. It is even possible to trigger coupon emails based on individual behavior. Did someone visit the website and browse through a certain product category? Why not send them an email three days later with a coupon for just that product category?

A lot of money gets left on the table though, as coupons are often used as a one email send, slipping through the attention or interest of the recipient."

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