Instead of just sending a coupon as a gift, we made a simple trick to increase conversion.
We sent out an email to our email base (about 20K people) asking them to test their expertise with a personal challenge/quiz. (It was stated that a prize was there if they would have made the quiz correct, but we didn’t state that it was a coupon).
About 10% opened and read the email and about 81% of those performed the test.
The challenge was pretty hard and only 25% made it till the end with all correct responses.
To those people, we gave a coupon with (only) 10% discount.
Incredibly, 90% of the people who received the coupon, use it shortly after in our shop!!
We interpret this in this way: people who earned the coupon in the hard way (testing themselves hardly), they feel like they earned that coupon and are more likely to use it in the short term (rather than, e.g. just receive it as a gift).
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