Forty-five percent of consumers are more likely to open an email if the subject line mentions a discount or special offer. Brands are tailoring their email strategy accordingly: 38% of brands in L2’s Intelligence Report: Omnichannel promoted a sale or offer in the subject line. However, L2’s Omnichannel Insight Report: Email Promotion – released last week – finds that brands are not using emails to drive a full omnichannel experience. Of the 55% of brands promoting a discount, 57% did not mention whether the discount was redeemable online or in-store.

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Of all the categories in the study, Apparel & Accessories were the most vague about where coupons could be redeemed. 51% did not specify whether the coupon was redeemable in-store or online. Furthermore, even in cases of clarity, most retailers favored online redemption to in-store. For example, 35% of Beauty email promotions advertise online redemption whereas just 24% can be redeemed online or in-store.

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