Wednesday, March 19, 2014

Not Happy with Your Email Metrics? Include a Coupon

Emails with discounts have higher open, click and transaction rates eMarketer estimates that last year, the majority of US adults used digital coupons, and that figure will rise to 55.0% this year. Judging by recent research, it’s likely that many of those coupons will come from emails.

According to a Q4 2013 study, emails sent by Experian Marketing Services clients that included coupons saw more success than those with no coupons. Email campaigns that offered recipients a coupon had a 34% higher unique click rate and a 14% higher unique open rate. In addition, transaction rates saw a 27% lift.

Revenue per email for communications that contained coupons saw the most success. This was 48% higher compared with other promotional emails.

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