Bill Tancer, Experian Hitwise's general manager of global research, points to coupons as the significant buying habit and trend for consumers this holiday season because of last November's big spike in visits to coupon websites. He tells us that 78 percent of last year’s tracked holiday campaigns offered some form of discount. That's all well and good—but marketers need to give the trend a little push. Overall, campaigns with offers declined in opens and clicks last season, but had a 68 percent higher transaction rate and 60 percent rise in revenue per email compared with campaigns with no offers.
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