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The majority (80%) of emails sent with coupons received higher open rates and transaction rates than non-coupon campaigns, according to a new report from Experian Marketing Services.
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.
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.
"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.
Eighty percent of online coupon mailings garnered higher transaction-to-click rates and transaction rates than the non-coupon campaigns. Of this group, 78 percent also had higher revenue per email.
More households are now using coupons at restaurants/fast food chains. Compared to 2006, there are now 9 percent more households redeeming coupons at restaurants.
Related Articles:
>10 Reasons Social Media Isn’t Replacing Email
>Holiday Shoppers Want Deals Even More Than They Did Last Year
>Majority Of Consumers Want To Interact With Brands Online
I need few strategies to market my website ….
eby
CEO
EbyzGarage
As long as the emails with the coupons are from companies that we frequently shop from and opted in to receive their mails, I would consider others spam and either delete them or send them straight to the spam folder.
Hi: I am wondering if you know where I could obtain some statistical data on projects for email marketing for 2010-2012? I found your article doing a Google Search on email marketing health projections.
Thanks,
Joyce
I have over 500 subscribers but for some reason, I don’t see the point of having these people in my list. I guess the niche that I was targeting wasn’t worth my time. I only have a couple of conversion and for the price Aweber charges … it’s not profitable.
Great article very helpful. Just wondering if online retailers using paypal shopping carts are able to deliver coupons with emails without with the emails from another platform.