Emails With Coupons Achieve Higher Open Rates

The majority (80%) of emails sent with coupons received higher open rates and transaction rates than non-coupon campaigns, according to a new report from Experian Marketing Services.

Seventy percent of coupons-using households get their coupons from newspapers. However, the Internet is a growing coupon resource. Over the last three years, the number of households that get their coupons online has increased by 46 percent.

Click rates trended higher for coupon emails, with an average of 17 percent for coupons redeemable online and 24 percent for coupons redeemable in-store.

“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,” said Matt Seeley, president of Experian Marketing Services‘ .

“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.”

Other highlights from the study 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.

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.

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.

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Email Not Just Alive, But Use Increasing

ExactTarget released some new findings today about email use, finding that it is increasing, with social media and smartphones playing key roles.

Social media replacing email has become a hot topic. WebProNews ran an article on the topic recently, as something of a response to a recent Wall Street Journal piece, which seemed to declare email all but dead. We took the opposite stance, and so does ExactTarget’s research.

“The total number of social media users is rapidly increasing, but often these users jump in quickly, only to curtail their use of social media over time,” said Morgan Stewart, ExactTarget’s director of research and strategy. “Email on the other hand, is woven into all online interaction, making it an essential tool that consumers continue to use more and more.”

“Nearly 40 percent of students use smartphones and two-thirds of those use email,” said Mike Hanley, director of the Institute for Mobile Media Research in the study. “The increased use of mobile email is significant because it reverses the five-year trend of declining email use among college students.”

ExactTarget notes that while email is here to stay, the channel is presented with some challenges, such as those that stem from increased volume and consumer’s adoption of multichannel messaging.  The firm names two tactics that marketers should implement to drive continued email success:

- To break through consumers’ inbox clutter, marketers should deliver timely, relevant and personalized emails to consumers

- Due to consumers’ increasing receptivity to promotional messages via text, marketers should develop mobile messaging strategies.

Where do you stand in the email debate? Feel free to leave your comments below, or join the existing conversation on the topic over here.

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Email Marketing Hits the Middle East with mUrgent Israel Offices

Santa Ana, CA – mUrgent Corporation (http://www.murgent.com), an email marketing solutions provider based in Santa Ana, CA, announced they will open mUrgent Israel this week in Jerusalem.

mUrgent Australasia, in Brisbane, Australia, was successful enough when it opened in June 2004 that mUrgent decided to move forward with their international expansion plan targeting four countries in the next 18 months. mUrgent Israel will open two months ahead of its original date.

“We already have several potential clients lined up,” states Michael Ripstein, mUrgent’s Director of Business Development for Europe. “The majority of the companies I have spoken with have met mUrgent Israel with great anticipation and excitement over what the company can do for their business.”

Ripstein explains that Israel is the ideal market for new marketing strategies because, per capita, the country’s economy is the strongest in the Middle East.

Although mUrgent is focusing on offering its services in several languages, Ripstein believes that English-based promotions, especially using mUrgent’s proprietary SMS marketing technology, will hit the country with enthusiasm.

Ripstein says that his years of dealing with international commerce are the reason he was intrigued by mUrgent and its set of solutions.

“I’ve worked with a lot of businesses where keeping in touch with customers was always a top priority,” Ripstein says. “I would watch them constantly making phone calls, but I never found that to be the most efficient way for them to make sure their customers were happy. I’ve even seen many businesses with sincere motives take on email marketing on their own and wind up spamming their customers.”

Because mUrgent’s solutions are permission-based, clients can carry out email marketing safely, without any risk.

mUrgent provides full service and self service email marketing solutions for businesses ranging in size from one location to national, multi-unit enterprise operations. Self service customers using EMPACT, mUrgent’s web-based email marketing software, are able to manage their customer list, design and send their own emails and SMS campaigns – all from the same interface. mUrgent’s full service solution, Enterprise, employs the company’s email marketing expertise to provide clients with data management, email campaigns and extensive campaign metrics.

About mUrgent

mUrgent Corporation is an e-marketing authority and provider of both full service and self service email marketing solutions businesses can rely on to automate more frequent, personalized communication to customers and bring a higher return on investment. For more information about mUrgent, please visit http://www.murgent.com.

Released by: mUrgent Corporation
Web Site: http://www.murgent.com
mUrgent opens offices in the Middle East to progress with international expansion plans.

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