Email Marketing Tip: Increase Sales with a Coupon

By Hostway

Looking for a quick and inexpensive way to boost sales? Add a coupon to your email marketing campaign. A November 2009 report by the credit bureau Experian showed that 80 percent of marketing emails that include a coupon had a higher transaction-to-click rate than those without. This held true whether the emails were sent to a segmented group or full email list.

Savings Drives Sales

The study shows that consumers are looking for a deal. The new mindset in the marketplace is frugality, and marketers who understand that are going to be more successful than those who do not. Experian found that two-thirds of US households are using coupons and the number of people using online coupons has grown 46 percent over the past three years.

Coupons Increase Engagement

In addition to higher transaction rates, marketing emails that included coupons averaged 24-25 percent open rates compared with 16-18 percent for campaigns that did not include a coupon. Click-throughs were also 17 percent higher for coupons redeemed online and 24 percent higher for in-store coupons sent by email.

Best Practices

Here are some of the take-aways from the study:

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