According to a recent eMarketer article “coupons are cool.” Though consumers have always sought out deals online, the recession has caused them to continue spendthrift ways.
Studies by Experian have shown that consumers are more likely to open an e-mail if it includes a coupon. Coupon e-mails had open rates of 24% to 25%, while non-coupon campaigns only had open rates of about 16% to 18%.
Furthermore, higher open rates translated into higher click rates; e-mails containing coupons have a click-through rate of about 4%.
Experian estimates nearly two-thirds of households use online coupons – almost a 46% growth in the past three years.
Source: eMarketer; Thursday, November 19, 2009