• by Dianna Dilworth , June 9, 2015

When you are creating a discount email, the experience shouldn't be cheap, said Jacqueline Wosilius, director of digital marketing at Bowlmor-AMF, advised in a case study presentation at EIS today.

The bowling chain sends discounts via welcome emails, and puts a lot of thought into how these coupons are presented. The company recently rebranded its 1990s looking eClub to the AMF Pinsiders Club and gave the program's email a more modern look with a big focus on the design and the language. Part of that approach meant changing the embedded coupon message from $5 off to up to $20 off for four people. How you present an email makes a big difference, said Wosilius.