Increase e-mail success by using coupons


Clipping coupons was once the domain of the budget conscious. But, in this recession, it has become a ritual for the new frugal consumer.

Nowadays, consumers are searching for and responding to discounts and offers. In fact, it’s almost the only way to get a response at all! So, including one in an e-mail campaign is a recipe for higher open and/or click-through rates. Call it clicking instead of clipping!

No one knows whether consumers will eventually return to their spendthrift ways of old. So for now, at least, coupons are cool and deal-seeking is the norm, eMarketer Daily recently reported.

The discount coupon mindset has implications for all businesses, including marine product sales. That’s because overall, a whopping two-thirds of U.S. households now report using coupons. Moreover, the number using online coupons has grown 46 percent in the past three years.

For dealers who use e-mail to reach prospects and customers, the results of a recent study are worth noting. According to Experian Marketing Services, there is a big difference between open rates for e-mails that include a coupon offer and those that don’t. Open rates of around 24.6 percent for e-mails offering coupons dropped to just 17.8 [percent if no coupon was included.

Experian also reported that 80 percent of online coupon e-mailings experienced higher transaction-to-click rates as well as transaction rates than no-coupon campaigns. Moreover, 78 percent of that group also reported higher revenues per e-mail.

None of this is all that surprising. Coupons are purchase triggers and deal drivers today. E-mail offers a cheap way to consistently deliver coupon offers to customers and prospects. While coupons may not have the best direct application for boat sales, they’re well suited to give a boost to everything from accessories and equipment packages to maintenance services and storage.

If you’re not using coupons now, it’s worth considering for the New Year . . . and, a Happy & Prosperous New Year to all!


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