Direct Mail - No. 1 Preferred Method for Coupon Delivery
Break out the coupons. Times are tough and consumers are looking for ways to ease the pressure on their wallets. A recent survey revealed a steep increase in coupon usage within the past six months, many of the respondents sighting the economy as the reason for their return to coupons.
Although the information noted above may not be a surprise to some of you, the following statistics concerning how people want to receive coupons may.
Newspapers were the least favored way to obtain coupons. Only 14% of responders cared to clip coupons from the paper. Direct mail and email were discovered to be the methods that consumers said they preferred most when having coupons delivered to them. Thirty-nine percent wanted coupons delivered via direct mail, and 26% wanted coupons via email.
“The one thing that really surprised me about this study was how many people wanted to receive their coupons via direct mail and how many others wanted some form of web delivery,” remarked Jere Doyle, CEO and founder of Prospective, a consumer packaged goods consulting agency. He goes on to state that marketers will need to learn how to accommodate consumers’ wants and needs by offering coupons through a digital platform, like the web or via email.
Another study examined coupon users’ behaviors on the web. That study noted that more than 70% of users would provide basic information about themselves like email address, first and last name, and would even answer survey questions, all for a $2 coupon. The Coupons, Inc. study also revealed that 73% of coupon users were more likely to open emails with coupon offers included inside the body of the email.
So, until the economy bounces back and consumers are feeling more at ease with spending their money, marketers may want to deliver a welcoming coupon to their prospects’ mailboxes or email inboxes.
Best,
Steve
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