Ann Taylor stores just launched a daily deal to entice shoppers to update their spring wardrobes. Each day "A New Day, A New Deal" will arrive in customers e-mail boxes; the offer is good for 24 hours, on-line and in the stores.
It will be interesting to see how many other retailers follow Ann Taylor's lead. A daily e-mail sounds like a good idea in theory, however, it may be over kill. Especially when customers e-mailboxes begin to overflow with daily offers from dozens of retailers.
A survey by a Direct Marketing Magazine found that customers like to hear from businesses they know and like about every 20 days. A daily e-mail could be pushing it.
If you'd like to connect with your customers more often than every 20 days, why not do an e-mail blast that includes a multiple offer? Make each offer good for a limited amount of time. An e-mail blast that features four coupons -- one good for each week of a particular month -- is a good idea. And because each coupon has a limited shelf life, you'll be able to track which ones worked and which one did not.
BTW, we have a e-mail address we use exclusively for offers from retailers. You should do the same -- it's a great way to keep tabs on what's going on on the marketplace.