The recession has had its effect on consumer behavior online, and the watchword is frugality. Whether or not shoppers go back to their spendthrift ways, for now coupons are cool and deal-seeking is the norm.

Higher open rates for coupon offers translated into higher click rates as well, though the difference was much smaller. E-mails with coupons that could be used online were most likely to be clicked, at 4%.

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