Subscribing To Promotional Email For A Coupon Is Appealing, Social Posting Is Not
Coupons and discount programs play a significant role in shaping consumer brand loyalty, with many shoppers willing to switch brands for the right offer. According to research from Ascend2 and ActiveCampaign, 70% of online shoppers in the US would buy from a competitor of their favorite online store if offered a 20% discount on their entire purchase. Among various types of promotions, free shipping is the most compelling, persuading 63% of consumers to switch, while buy-one-get-one (49%) and 20% off a single item (43%) are less influential.
To receive discounts, most consumers are willing to engage with brands directly. Nearly two-thirds (64%) would subscribe to promotional emails, while close to half (47%) would like a brand’s page on social media. Another 46% would subscribe to emails from the store’s partner brands, and 42% would follow the store on social media. However, only 17% would post and tag a store on social media in exchange for a coupon, though this percentage rises among Millennials (24%).
When it comes to coupon preferences, free shipping (73%) is the most widely used type of offer, followed by percentage-based discounts (64%) and dollar-off deals (62%). Consumers also prefer longer expiration periods for their coupons, with 52% believing that one month is a fair timeframe, while only 10% think one week is sufficient. These insights highlight the importance of well-structured discount strategies that balance promotional value with consumer engagement.
Given these findings, brands should refine their coupon strategies by prioritizing free shipping and percentage-based discounts, encouraging email subscriptions, and ensuring that expiration dates align with consumer expectations. Personalization and strategic engagement across digital channels will further enhance the effectiveness of promotional campaigns.
Key Actionable Takeaways:
Offer Free Shipping to Boost Conversions – With 73% of consumers favoring this incentive, make free shipping a key promotional strategy.
Prioritize Percentage-Based Discounts – Discounts on entire purchases (e.g., 20% off) are more compelling than single-item deals.
Encourage Email Subscriptions – Since 64% of shoppers would subscribe for discounts, use this as a primary method to grow your email list.
Leverage Social Media Engagement – Promote exclusive discounts for followers and encourage engagement to increase brand visibility.
Partner with Complementary Brands – Cross-promote with partner stores to expand reach, as 46% of consumers are willing to subscribe for partner brand offers.
Optimize Coupon Expiration Windows – Set expiration dates to at least one month, as this aligns with consumer expectations and maximizes redemptions.
Test Buy-One-Get-One (BOGO) Offers Strategically – While appealing to some (49%), BOGO promotions should be used selectively based on product type.
Use Personalized Offers for Greater Impact – Customize discounts based on browsing behavior, purchase history, and customer preferences to drive higher conversions.
Monitor Competitor Promotions – Consumers are highly price-sensitive, so track competitors' offers and adjust accordingly to retain loyalty.
Incentivize Social Sharing Carefully – While only 17% would tag a brand for a discount, Millennials are more receptive—consider targeted social media campaigns.
