Before I give you the other two reasons why coupons won’t work online, let me just tell you the solution right up front.

Here it is, ready, drum-roll please… it’s EMAIL!

Ok, before I hear you sigh, let’s look at the other two reasons why coupons won’t work online and then how email solves everything.

2. Most coupons on the Internet are on a “pull” model instead of a “push” model.

When you expect customers have to go out and get coupons (pulling them in), instead of the coupons being “pushed” out to the customer, then they only get used by the true coupon fanatics and not by first time customers (or even repeat customers). Traditional print coupons have always been sent out to prospective customers (pushed) through newspapers, magazines and direct mail.

The greatest benefit of the “push” coupon system is that you could send out your message to a specific number of recipients within a specific time period and then receive back a specific statistical sample to draw conclusions from when your customers bring in the coupons.

Having this type of tool then becomes so much more than just an advertising medium. Coupons on a push model are a continuous testing ground for trying out new messages, designs, events, and product offerings.

3. Most coupons online are always available which devalues them. If they are always there for the taking then there is no urgency to go get them.

Traditional print coupons are always distributed periodically. This meant that you were only going to receive one coupon until the next periodical was distributed. Therefore, scarcity was created (which adds value) and urgency was created from the use of expiration dates. Together, this creates action among the coupon recipients.

When you know that you can always revisit a website (that you never will) and print off a coupon whenever the need arises, has the effect of instantly making the coupon worthless.

So how do you implement “push” coupons on the Internet that are only available periodically in the same way they are used offline? Well, I think you know the answer by now, email.

Here’s 3 simple steps to begin an email coupon campaign that is MORE effective than print coupons and so inexpensive its practically free:

1. Start an email campaign with professional software.
2. Periodically send out an email that your customers can print off as a coupon.
3. Make sure it has an expiration and an simple system to discourage re-use (have them write their name on the coupon).

There you have it. In three simple steps you’ve created a powerful marketing tool that “pushes” coupons out to new or repeat customers to use only one time periodically. This solves the three main pitfalls of online coupons and sets the foundation for one of the most valuable assets that your business could own… a list of loyal customer email addresses.

Stay tuned and we’ll talk about how to quickly build your list and how to use it as the core of your online marketing plan.

Until then, get started now!