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Targeted Digital Coupon Campaigns Prove Most Effective in Driving Sales

Targeted Digital Coupon Campaigns Prove Most Effective in Driving Sales

Everybody loves to save money, but it turns out the most powerful digital coupons might just not be for everyone. Targeted digital coupons that are designed to appeal to a specific audience are a powerful sales tool, especially when compared to a one-size-fits-all savings offer.

For example, let’s look to the toy marketplace. They’re pretty busy this time of year. One retailer of our acquaintance tested a campaign with two distinct approaches to the same offer – a 20% savings on toy train sets.

One campaign was fairly straightforward. There was a picture of the toy train set and the special pricing information. The second campaign was targeted at grandparents. It pictured the toy train set, along with a child and his grandfather. The caption read “This is how memories are made!” and the identical special pricing information was used.

The first ad had wider distribution. More people saw it. Yet the response rate to the second ad was exponentially higher. By targeting the offer to a specific audience – grandparents – and evoking the emotional benefit they would experience from buying the train set, this retailer generated a greater response.

This is something to keep in mind when creating your digital coupon campaign for the holidays. When we were limited by the cost and time constraints of print, one size fits all coupon campaigns make sense. But now, given the flexibility and speed of social media and online communication, there’s no reason not to tailor at least some of your campaigns directly to certain segments of your target market.

Do you need help designing and deploying a digital coupon campaign? Great news! We’re running a holiday promotion special you need to know about right now!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office