Emails Containing In-Store Coupons Opened 50 Percent More Than Those Without

New Experian studies highlight consumer coupon use and email coupon campaign data

Schaumburg, Ill., Nov. 12, 2009 — Eighty percent of online coupon mailings garnered higher transaction-to-click rates and transaction rates than the non-coupon campaigns, according to The coupon report: Benchmark data and analysis for email marketers from Experian Marketing Services. Today released in conjunction with another insightful Experian report, Use coupons to boost your holiday sales revenue, the studies provide today’s marketers with a thorough analysis of trends surrounding coupons along with strategic recommendations stemming from the findings.

Understanding why consumers use coupons and where they are using them most helps marketers better align offers and increase revenue. To ring in strong sales during the upcoming holiday season and into the new year, it is important that marketers take advantage of the trends found in both reports and execute strategic best practices.

“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.

Key findings from the studies include:

  • 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.
  • Seventy percent of coupon-using households obtain their coupons from newspapers. However, the Internet is a growing coupon source. Over the last three years, the number of households that get their coupons online has increased by 46 percent.
  • Nearly half of all American households use coupons to buy food/grocery products, making them the most common items purchased with coupons, followed by cleaning products and beauty/grooming products.
  • More households are now using coupons at restaurants/fast food chains. Compared to 2006, there are now 9 percent more households redeeming coupons at restaurants.
  • Click rates trended higher for coupon emails, with average lifts of 17 percent for coupons redeemable online and 24 percent for coupons redeemable in-store.
  • Eighty percent of online coupon mailings garnered higher transaction-to-click rates and transaction rates than the non-coupon campaigns. Of this group, 78 percent also had higher revenue per email.

Experian Marketing Services delivers leading products and services into multiple regions around the globe. It is focused on helping marketers more effectively target and engage their best customers through email, digital advertising, customer data management, customer and competitive insight, data enrichment and list rental, modeling and analytics, and strategic consulting. Through these capabilities, Experian Marketing Services enables organizations to encourage brand advocacy, create measurable return on investment and significantly improve the lifetime value of their customers.

For more information about coupons visit The coupon report: Benchmark data and analysis for email marketers or Use coupons to boost your holiday sales revenue.

About Experian
Experian is the leading global information services company, providing data and analytical tools to clients in more than 65 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended March 31, 2009, was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil.

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Jennifer Marshall
Experian Public Relations
1 224 698 8798 Telephone Email

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