Research by Experian Marketing Services indicates that 80 percent of email campaigns containing online coupons derive 50 percent higher open rates, as well as higher click-through rates, higher transaction-to-click rates and higher transaction rates than non-coupon email campaigns.

Experian’s key findings are that:

• Two-thirds of American households use coupons, with the vast majority of coupons (87 percent) used to save money and 30 percent used to try a new product or service.
• Seventy percent of coupon-using households obtain their coupons from newspapers. However, the Internet is a growing coupon source. Over the last three years, the number of households that get their coupons online has increased by 46 percent.
• Nearly half of all American households use coupons to buy food/grocery products, making them the most common items purchased with coupons, followed by cleaning products and beauty/grooming products.
• 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.
• Click rates trended higher for coupon emails, with average lifts of 17 percent for coupons redeemable online and 24 percent for coupons redeemable in-store.
• 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 generated higher revenue per email.

This entry was posted on Sunday, November 22nd, 2009 at 9:58 pm and is filed under Email Marketing, Kikabink Lab. 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.