Experian Marketing Services released data from its coupon report: Benchmark Data and Analysis for Email Marketers. Among their findings, was that 80% of online coupon mailings garnered higher transaction-to-click rates and transaction rates than non-coupon campaigns.

Sources Say Coupons Are Big, Particularly in Email Marketing

In other words, if you are using email marketing, you may want to seriously consider going the coupon route.

“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. 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,” said Matt Seeley, president of Experian Marketing Services’ Platforms division.

Experian highlights the following findings:

• 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.

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