Theresa Cramer

I’m an avid podcast listener, and yes, I’ve used their promo codes. 

Whether it’s for Rothy’s, Green Chef, or MeUndies, I have definitely used “promo Code MURDER.” (Can you tell I’m a true crime listener?) In many ways, promo codes — which are essentially just a coupon — almost seem out of date, right? Yet, they persist. There they are in every podcast I listen to, and in the ads served to me on social platforms. Use code SPRING20, say my favorite retailer, inviting me to refresh my spring wardrobe while I’m still wrapped in a parka and building fires in my woodstove. But I still go to their website and plug in the promo code!

Promo codes in post- IDFA mobile marketing 

Promo codes will be even more important in the post-IDFA mobile landscape. Why? Because they are trackable. As iOS users opt out of tracking and user acquisition marketers struggle to properly attribute users and optimize their campaigns based on that information, the humble, time-tested promo code can help.

Imagine you’re trying to drive downloads for your Sports Betting app. You run ads in a popular mobile game called Durdle, and offer users who download your app and use promo code Durdle $10 of free in-app currency. You do the same thing in a podcast — promo code MURDER, of course — and on a streaming service, with it’s own promo code. Attributing users to their source couldn’t be easier. They happily tell you exactly where they heard about your app and were compelled to download. 

It’s about as direct an attribution as you can hope for, especially on iOS. So, if you haven’t already, it’s time to ramp up your promo code strategy.

Promo codes are good for the bottom line

Discount offers aren’t just about trackability — they’re also good for business. If they weren’t they wouldn’t have succeeded for this long. A Blippr survey of 5,000 people who shopped online in the last 24 months uncovered some findings that should have mobile marketers — especially for e-commerce brands — taking notice. 

  • Online shoppers who use coupon codes spend 24% more than shoppers who don’t use them
  • 29% of online shoppers will add a purchase if it’s heavily discounted that they didn’t originally intend to purchase
  • 81% of online shoppers made at least one purchase using a mobile device

Yes, you can acquire a user who would not have otherwise made a purchase and then get them to spend more by just giving them a promo code.

Promo codes for retention and engagement

The versatile promo code can do more than just find you new users — it can help you keep the people you have already spent good money on acquiring. Sending a user who hasn’t opened the app in a while a discount code — whether via in-app message, push notification, or even in their email — can help remind them to come back and use your app again.

This is a great strategy for food delivery or travel apps where uses typically only check in when intent is high. But you may be able to encourage users to buy lunch or book a weekend getaway if you give them the right incentive. 

Let us know in the comments below if you’ve used a promo code strategy to grow your app, and how it has worked.