DESIGN TIPS FOR COUPON EFFECTIVENESS

Full page vs. half-page:

Full page results in more redemptions (+63%), produce a greater number of incremental packages sold (+61%), and create more trial by new and lapsed users (+51%). 1

Single coupon vs. multiple coupons:

Single coupons result in more brand redemptions (+47%), more new/lapsed users (+42%) and more incremental volume (+38%) than multiple coupon promotions. 2

Short vs. long expiration periods:

Longer expiration periods (over 3 months) increase redemptions (+21.5%) and new users (+17.4%). 3

Single-purchase vs. multiple purchase requirements

Research has shown that using single-purchase coupons instead of multiple-purchase coupons can generate higher redemption rates (+75%), almost double the amount of new users (+95%) and reduce consumer malredemption (-61%) 4

Sources:
1) Promotion Decisions, Inc. 1998
2) Promotion Decisions Inc., 1998, “Single vs. Multiple Coupon Research.”
3) Promotion Decisions, Inc. “Long vs. Short Expirations.” 1998
4) Promotion Decisions Inc. , 1999, “Multiple-Purchase Research”