Bit Briefs

There is a pronounced difference between open rates for e-mails that include a coupon offer and those that do not. Open rates of around 24% to 25% for coupon e-mails dropped to just 16% to 18% for noncoupon campaigns, according to Experian.

Higher open rates for coupon offers translated into higher click rates as well, though the difference was much smaller. E-mails with coupons that could be used online were most likely to be clicked, at 4%.

Experian also reported that 80% of online coupon mailings saw higher transaction-to-click rates and transaction rates than noncoupon campaigns. And 78% of that group also earned higher revenues per e-mail. Read more at www.emarketer.com