I’ve said it a thousand times. In marketing, you don’t know anything until you do testing or have research results. And here’s an article from BtoB Magazine that proves it.
Top 10 myths about coupons debunked shows that apparently commonsense ideas, such as short-term expiration for offers (which work well in other contexts), may not make so much sense after all. This report details findings of a study based on 20 years of store coupon data.
Be careful with how you apply this information. This study is about the redemption of retail coupons only. The rule for most direct marketing offers still stands: Short deadlines tend to spur action better than long deadlines.