As of today, e-mail is still the top converting channel for daily deals providers. And that surprises some people.
But, don’t confuse e-mail with blanket spam. These daily deal e-mails are often highly targeted –  segmented by location and specified interest type. This is a win-win. Because daily deals providers were losing subscribers with so many deals (e.g. manicures and massages) being irrelevant to so many of their subscribers (e.g. males). So, now, by offering self-segmentation, these e-mails can become exciting to receive again.
When daily deals providers master the combination of segmentation, delivery and timing – e-mail marketing still beats out social shouting. But, the incentives for social sharing that daily deals providers like Living Social may be the best way to grow this opt-in e-mail base.