Advertising, Social: December 3, 2009 | Admin

EQUTE — Surprise! Coupons work for e-mail marketing.

OK, maybe it’s not a big surprise, but new research from Experian shows just how much better e-mails featuring a coupon work.

experian

The research showed that e-mails with in-store and online coupons were opened by 25 percent and 24 percent of recipients. Non-coupon in-store and online e-mails comparatively came in at 17 percent and 18 percent, respectively.

The research also showed that:

  • 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.
  • Almost 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.

    • “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’ Platforms division.

    Marketers should try to focus on coupons, especially in this not-so-hot economy with the holiday shopping season upon us.

    Tweaking those coupons is key too; 10 percent off is nice, but try leveraging poor performing goods with high selling products. Maybe buy one “New Moon” coffee mug and get a zebra coffee mug half off. These coupons could be a great way to clear out the extra junk in preparation for next year.

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