How nice it was to see The Guru of Gurus, Prognosticator of all Prognosticators, Jakob Nielsen, mention these same points in his column: Short-Term Memory and Web Usability
Instead of using coupon codes, encode offers in special links embedded in your email newsletters and automatically transfer the coupon to the user's shopping cart. This has two benefits:
- The computer carries the burden of remembering the obscure code and applying it at the correct time.
- It eliminates the "enter coupon code" field, which scares away shoppers who don't have coupons (and who refuse to pay full price when the checkout flow blatantly signals that other users are getting a better deal).