According to the latest report from Experian Simmons, two-thirds of American households use coupons, and a vast majority of them (87 percent) use them to save money. Although 70 percent of coupon-using households still obtain their coupons from newspapers, 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.

Taking Simmons’ findings into account, it should come as no surprise that customers are much more likely to make a purchase when offered a coupon via email. This finding and several others were confirmed in Experian Cheetahmail’s recent white paper, The coupon report: Benchmark data and analysis for email marketers, which examined the performance of emails with coupons redeemable online and those with coupons to be printed and redeemed in-store. The businesses that participated in Experian CheetahMail’s study had a 64 percent average increase in revenue per email, as well as increases in all other transaction metrics. In addition, average order values and transaction rates increased by six percent and 48 percent respectively.

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