To maximize the impact of scratch-offs in your email campaigns, you'll want to focus on sending to highly engaged or loyal customers because they are more likely to follow through on the landing page and convert.
Tailor your email scratch-off to suit the preferences and behaviors of each segment. For example, offer A can be exclusively targeted towards group A, while offer B is designed for group B.
Consider where a subscriber is in their customer journey: are they a new customer on your list? Have they recently purchased from your brand? Determine the optimal touch points within your customer journey where a scratch-off might be beneficial.
By saving scratch-offs for special promotions or noteworthy announcements, you can maintain their effectiveness and novelty, ensuring they capture your audience's interest when used sparingly.
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