A promotion is easier to understand when it matches a customer need. Instead of sending the same discount to everyone, consider which customers may find the offer useful and what information you are allowed to use when selecting them.
Choose a useful audience
You can organize customers based on relevant information they have shared or that your business is permitted to use, such as:
- Purchase interests: Share related products or updates with customers who have asked to hear about them.
- Returning customers: Thank regular customers with a suitable offer or early notice of new stock.
- Location: Send delivery or event information only to areas it applies to.
- Customer preferences: Respect communication choices and avoid sending promotions to people who opted out.
Use the information you actually have and avoid guessing personal details. In Kenya, direct marketing must follow data protection requirements. Tell customers how you will use their details and provide an easy, free way to opt out. See the Data Protection (General) Regulations and check current guidance.
Make the offer clear
State the benefit, the end date if there is one, and any important terms. For example, a Nairobi grocery shop might send an offer on cooking oil to customers who asked to hear about grocery promotions. A back-to-school offer should go only to customers who would find it relevant.
Keep the offer sustainable. Estimate the cost of discounts or rewards and make sure staff can explain how to redeem them.
Compare results
Use a distinct code, link, or redemption step to help connect purchases to a campaign. Compare deliveries, responses, redemptions, attributed sales, and campaign costs. Results will vary with the audience and offer, so test small changes rather than assuming a targeted message will always outperform a broad campaign.
Choose a campaign audience in SokoWise
SokoWise campaign tools let you choose customer contacts available to your account. Review the audience options and filters your plan provides, and check your contact preferences before sending. Track campaign activity alongside sales records to decide what to try next.
Explore SokoWise customer management and marketing tools to see the options available to your business.