More than a third of U.S. Personal Care brands provide coupons on their site (a higher rate than French or U.K. brands), but most fail at utilizing their coupons to forge a long-term relationship with their consumers. Only 10% brands in L2’s U.S. Personal Care Index feature email-gated coupons.
In contrast, all but 5% of French brands that provide coupons have gated them with an email address. Germany has adopted a strategy somewhere in between: 85% of brand sites with coupons have gated them.
It’s surprising that U.S. Personal Care brands don’t take advantage of email gating, given as emails sent in the country have higher open, click, and transaction rates when containing a promotion.
For more on coupon strategies of personal care brands in the U.S. and U.K., see L2’s recent Insight Report: