According to a new report from Experian Marketing Services, the majority (80%) of emails sent with coupons received higher open rates and transaction rates than non-coupon campaigns.
Seventy percent of coupons-using households get their coupons from newspapers. However, the Internet is a growing coupon resource. Over the last three years, the number of households that get their coupons online has increased by 46 percent.  I have also seen reports from search engines such as Yahoo and Ask.com that have reported by than 50% increase in coupon-related searches.

 

“For marketers, the data behind our coupon study further validates how email coupons can and should be used to engage customers and drive traffic and sales to other channels,” said Matt Seeley, president of Experian Marketing Services‘ .

 ”Understanding the purchase drivers and triggers along with the channel preferences of unique customers is an essential element in building loyalty and engagement. Today’s consumers are multi-channel and marketers that acknowledge this will see greater return on their marketing spend.”
Other highlights from the study include:

Two-thirds of American households use coupons, with the vast majority of them (87 percent) used to save money and 30 percent used to try a new product or service.
Click rates trended higher for coupon emails, with an average of 17 percent for coupons redeemable online and 24 percent for coupons redeemable in-store.

This entry was posted on Friday, November 13th, 2009 at 2:37 pm and is filed under Internet Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.