Targeted emails lead to 13% more engagement
The online greetings card supplier American Greetings Interactive, which operates well known web sites including BlueMountain.com and EGreetings.com, reports that it has increased customer engagement by 13% between October 2009 and April 2010 thanks to a series of targeted email marketing campaigns.
The campaign, developed by Metrics Marketing and based on the ExactTarget email marketing platform, boosted email clicks and open rates by creating and sending messages based on the segmentation of the card supplier's customer database into more than 15 attributes.
American Greetings segmented its database of more than 5 million subscribers to create emails featuring unique content based not only on membership status, but also on account type and previous history.
"With an easier way to streamline how we talk to our different customers by email, we increased consumer engagement and saw a steady climb in subscription rates," explained Adrienne Sender, marketing specialist for American Greetings Interactive. "The ExactTarget platform helped us increase our email marketing efficiency and streamline the implementation process."
"This kind of highly targeted and personalised email marketing better serves customers needs by delivering more relevant offers and account information that go beyond sales-focused marketing," said Metrics Marketing partner Jonathan Hill. "This segmentation strategy successfully engaged American Greetings' online customers, which has provided the company with new cross-marketing opportunities."
In addition to email, American Greetings plans to continue to expand its online marketing efforts through social media during the coming year, providing additional features and functionality through Facebook and Twitter to enable easier content sharing and customer interaction.
"Marketers today are managing more channels than ever before and, like American Greetings, they are constantly looking for ways to increase efficiency and performance," concluded ExactTarget's chief marketing officer, Tim Kopp.