Zeta Interactive debuts digital coupon service

Digital agency Zeta Interactive launched digital coupon and insert software through Zeta Next Page, its Web-based publishing platform, on March 1.

The platform allows brands to create digital coupons to replace their print counterparts, as well as circular and newspaper inserts. The units can be used with digital publications and e-circulars or distributed via e-mail, enabling companies to save money on printing and distribution, said Al DiGuido, CEO of Zeta Interactive.

“Traditional print vehicles have low response rates when it comes to coupon redemption,” he said. “Our sense is that using e-mail and data on the back end can be more targeted, so engagement will be higher. We can ensure we're getting the right offer into the right hands at the right time.”

Once consumers receive the digital publication or e-circular, they can download the coupon, print it and redeem it at retail locations.

Zeta Next Page uses Google Analytics and e-mail analytics to track open rates, click-through rates and other metrics.

DiGuido said Zeta uses list partners and third-party messaging to add e-mail addresses to the company's database. He said there are 150 million potential recipients from third-party lists who can be segmented by market and other demographics.

“We're able to know who's taking action with the coupons, but almost as importantly, we're able to see who's not,” he said. “Using digital channels, we're able to tweak offerings and promotions to get people to engage on a higher level.”

Zeta Next Page's clients include Martha Stewart Living, Pep Boys and K12. No clients have been signed for the coupon platform.