Four out of five (80%) online coupon marketing campaigns experience higher 'transaction-to-click' rates and transaction rates than non-coupon campaigns, according to a coupon trends study by Experian Marketing Services.
The study, entitled 'The coupon report: Benchmark data and analysis for email marketers', found that two-thirds of American households (66%) use coupons, with the majority of them (87%) being used to save money, and 30% being used to try a new product or service.
Some 70% of coupon-using households said they obtain their coupons from newspapers. However, the internet is a growing coupon source. Over the past three years, the number of households that get their coupons online has increased by 46%.
Nearly half of all American households use coupons to buy food or grocery products, making these the most common items purchased with coupons, followed by cleaning products and beauty/grooming products.
Click rates have increased for coupon e-mails, with an average lift of 17% for coupons that are redeemable online and 24% for coupons that are redeemable in-store.
"For marketers, this study validates the idea that e-mail coupons can be used to engage customers and drive both traffic and sales to other channels," concluded Matt Seeley, president for Experian Marketing Services' platforms division. "Understanding purchase drivers, triggers and channel preferences of individual customers is an essential part of building both customer loyalty and engagement. Today's consumers are multi-channel, and marketers who acknowledge this are likely to see a greater return on their marketing investments."