Incentives Aren't Just for Conversions Anymore

Incentivizing subscribers with discounts and free shipping to spur sales is core to ecommerce newsletters. What's less common is using incentives to drive other email and online behaviors. Here are some of the behaviors -- from the most common to the more exotic -- that the largest online retailers have been trying to encourage with discounts, sweepstakes and other carrots.

Product reviews. Eighty percent of buyers say that product reviews are very helpful when making buying decisions, according to JupiterResearch. Retailers are responding to that fact by not only introducing product reviews and alerting their subscribers, as Office Depot recently did, they're also enticing subscribers to write reviews. Gifts card sweepstakes are the most popular incentives by far. In a March 4 email, Bass Pro Shops offered up the chance to win a $100 gift card for reviewing a product. Alibris, Blair, Dell, Orvis, RitzCamera and Sears have also offered sweepstakes entries for reviews.

The most interesting twist that I've seen on product review incentives is from Northern Tool, which in a Jan. 21 email offered double entries in its impact wrench kit sweepstakes for those that were the first to review a product. There's clearly more value in that first review of a product -- so providing an additional or special incentive for that is worth considering.

Gift card usage. During January, retailers frequently reminded subscribers to redeem the gift cards they received during the holidays. However, a handful of retailers took the additional step of incentivizing subscribers to redeem their gift cards so the retailers could book the value. Bass Pro Shops, in a Dec. 25 email, offered a $4.95 shipping rate when subscribers used their gift cards, while Foot Locker, in a Dec. 26 email, offered 10% off or free shipping. The Sports Authority also offered 10% off.

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