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Discounts and emails driving shoppers to e-commerce websites

December 17, 2013

When it comes to selecting where to spend their money on holiday gifts this winter, it seems many consumers are swayed by discounts.

When it comes to selecting where to spend their money on holiday gifts this winter, it seems many consumers are swayed by discounts.

For example, Yates & Co. Jewelers recently reported to Internet Retailer that its referral traffic from coupon sites is up by 229 percent for the month between Nov. 9 and Dec. 9 year over year. 

“I believe shoppers [are] seeking more deals,” Ron Yates, president and director of e-commerce at the company, told the news outlet. “We have seen higher shopping cart abandonments, and conversions due to retargeting these abandoners with a coupon code offer e-mail.”    

The coupon-based efforts have helped to drive customers to the company’s online credit card payment processing pages: representatives told Internet Retailer that average order value is up by 20 percent so far this December when compared to 2012. 

In fact, many businesses are seeing increases in revenue thanks to email-based marketing campaigns, many of which likely involve coupons. Another recent Internet Retailer report noted that the average amount of emails sent by a company in their top 1,000 e-retailers index during the first 12 days of December was 6.68. Additionally, the highest-volume senders in the index were sending more than three emails per day to their database of users. 

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