A Look at Email + Apple’s Passbook

Posted by Stephanie Colleton on

With the launch of iOS 6 came the Passbook feature which allows consumers to store coupons, loyalty cards and tickets on their iPhone or iPod touch.  There were quite a few articles in the fall about which companies were onboard including Target, Starbucks, American Express and Walgreens. This list gives even more insight into who is using Passbook.  I realized the other day, however, when I received an email with a prominent Passbook call out, that I’m surprised I haven’t seen more of them particularly for retailer in-store coupons and for restaurants.  The option to quickly add the coupon to your Passbook is much more appealing – and easier – than printing out the coupon  and once it’s added it’s easier to access while out shopping or dining than scrolling through an inbox to find the right email.  Although some consumers may find adding to Passbook an unnecessary extra step  and just prefer to show the email to the cashier or server (I imagine this is for those who have an inbox with fewer marketing messages than I!).  And granted not everyone has an iPhone, but the option to print can still be shown.  Below is an example of the email from Famous Footwear that has the Passbook call out as well as the Passbook coupon on the phone itself.

Sephora was one of the earliest adopters.  Below is a screenshot of the call out for their loyalty program in one of their rewards updates:

A look through several retailers that often send in-store coupons including Lord & Taylor, The Children’s Place and Bed, Bath and Beyond, showed that many marketers are not yet on board.  Bed, Bath and Beyond specifically says “Saving Certificate must be printed.  Cannot be redeemed  from a mobile device.”  Hopefully, they’ll get up to speed soon.

I also reviewed several restaurant chains including Chili’s, Friday’s, Pizza Hut and Chick-fil-A.  These did not have Passbook callouts either.  Some say “show your mobile phone” but do not specifically use Passbook.  Below is an example from Chili’s with the mobile phone option.  As a side note, I do like the pre-written social media post and the “Was this offer relevant to you?” call to action at the bottom of the Chili’s message.  

Implementing and promoting Passbook is an excellent way to coordinate the email, mobile and brick and mortal channels.  If you are looking to incorporate it into your program, you’ll find a few how-to articles here and here.   If you’ve seen more marketers than I promoting Passbook, please share those companies here.

This article originally appeared in The Magill Report.

 

 

 


Popular this Month

 Video in Email: Is It Right For Your Business? (Part 1)

Video in Email: Is It Right For Your Business? (Part 1)

Video in email is nothing new. Marketers have been using some form of video...

Read More

 [New Research] Are These Hidden Metrics Harming Your Deliverability?

[New Research] Are These Hidden Metrics Harming Your Deliverability?

Reaching the inbox is not as simple as hitting send. Once a message is...

Read More

 What Job Is Your Subscriber Hiring Your Email To Do?

What Job Is Your Subscriber Hiring Your Email To Do?

Over the last 16 years, I’ve worked as a product manager, run product...

Read More

Author Image

About Stephanie Colleton

Stephanie began her digital marketing career 20 years ago with AOL followed by BMG Columbia House. She has been with Return Path for 11 years working with clients to optimize their email marketing programs by leveraging custom consulting and innovative AI solutions. Stephanie is based in New Jersey.

Author Archive

Stay up to date

Enter your name and email address below to subscribe to our mailing list.

Your browser is out of date.
For a better Return Path experience, click a link below to get the latest version.