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She adds that marketers can use automated trigger emails to further remarket if a customer doesn't take advance of a discount. Trigger emails can woo customers back and get them through the funnel to make a purchase.

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There are times, however, when a digital discount is not the most effective campaign, Zito points out. She says welcome emails and abandoned cart emails are great examples of communication that do well without any sort of discount.

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In addition, the report showed that mobile is a great way to mesh the digital world with the physical space. But digital coupons, she adds, are measurable in terms of effectiveness of an email campaign.

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They also tend to be more personal and are great for multichannel promotions, she explains. Marketers who use this strategy have the opportunity to make the shopping experience more relevant and engaging for their customers.

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