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.