By: AllBusiness.com

Marketing tactics come and go, but no matter what business you're in, one thing remains a constant: Customers love coupons. Thanks to the increase in the number of Americans online (more than 70 percent of the population), consumers are embracing online coupons as a quick and easy alternative to spending an entire Sunday clipping them from the newspaper.

Since 2005, online coupon usage has grown 39 percent, according to Simmons/Experian Research and Coupons Inc.; and businesses are cashing in on the myriad ways online coupons can be used to reach consumers: e-mail that provides a printable coupon for $5 off in-store, banner ads that offer a 10 percent discount for new customers, or e-newsletters that offer a promotional code for free shipping. Online coupons are even going mobile with companies such as Cellfire that allow you to target customers via text messaging.

With so many avenues to reach consumers, it's no wonder online coupons are growing in popularity. Here are three ways your business can use online coupons to pump up sales and create loyal customers.

Increase Sales

Coupons do more than just attract bargain shoppers; they can also increase your average transaction size. Incentives such as free shipping for orders over $50, for example, encourage customers to spend more per purchase than they normally would. You can also use an attractive e-mail offer to generate buzz beyond your usual customer list. An e-mail with a printable coupon for 25 percent off for friends and family, for instance, will quickly be forwarded to everyone in your customers' address books, allowing you to reach potential customers not previously familiar with your business.

Attract and Keep Loyal Customers

Almost 58 percent of online coupon users believe that companies that offer coupons care about keeping them as customers, according to the survey by Simmons/Experian Research and Coupons. Entice new customers with coupons that offer discounts for first-time purchases. An easy way to determine new customers is to have them create an account before they can make a purchase. More than 70 percent of online coupon users say they would provide their e-mail addresses and first and last names if the value of the coupon is at least $2. The information provided in their accounts can then be used to send additional coupons and offers in the future. By rewarding their repeat business, you'll build a loyal customer base that will generate even more customer referrals.

Enhance Your Marketing

Online coupons are an easy way to pump up your marketing and advertising efforts. More than 70 percent of online coupon users say they're more likely to open an e-mail if a coupon is offered, and 64 percent are more likely to click a banner ad or search a listing if they know a coupon is offered. By pairing your marketing efforts with a coupon discount, you'll improve customer response.

No matter what your objective is, online coupons can help you achieve it. Retail locations and e-commerce sites alike can cash in on the increased popularity of online coupons by adding them to their marketing efforts. Customers will love the discount, and businesses will love the response.

AllBusiness.com operates one of the Web's premier business sites, providing practical information and services for business professionals and growing businesses. See more at www.allbusiness.com.