Online Retailer Transforms Abandoned Shopping Carts on Website Into Sales with Targeted Email Program

Appliances Online Drives Additional Revenue with ExactTarget-Powered Campaign

INDIANAPOLIS--(BUSINESS WIRE)--Appliances Online, the largest U.K. online appliance retailer, is transforming website abandoned shopping carts into sales with a new targeted email campaign powered by global interactive marketing provider ExactTarget (NYSE:ET).

“Through our cart abandonment campaign, we have increased our recovery rate, directly fueling our sales results and customer base.”

Appliances Online’s re-engagement campaign delivering targeted email offers to shoppers who failed to finish their transaction has already increased on-hold purchase recovery rates 50 percent since launching in April 2011.

“Great marketing requires relevancy – both in terms of content and time,” said Tim Kopp ExactTarget’s chief marketing officer. “By leveraging the power of ExactTarget and web analytics, Appliances Online is able to unlock the power of website data to create automated email and interactive marketing programs tailored specifically to the unique needs and preferences of their customers.”

Appliances Online campaign automatically triggers personalized emails to customers who abandon their online purchase during check out. Follow-up emails feature Appliances Online recommendations, product reviews and if applicable, the opportunity to provide feedback on why they chose not to finalize the purchase.

“With ExactTarget, we not only capitalized on the opportunity to re-engage customers with abandoned shopping cart emails but also received insight on why they left our site without completing their purchase,” said Russell Cordingley, Appliances Online’s head of customer retention. “Through our cart abandonment campaign, we have increased our recovery rate, directly fueling our sales results and customer base.”

Less than a quarter of the retailers on the National Retail Federation’s STORES® 2011 Hot 100 Retail Report send cart abandonment emails, according to ExactTarget’s Retail Touchpoints Exposed. Retail Touchpoints Exposed research report is the latest research brief in ExactTarget’s Subscribers, Fans & Followers research series and the first to track and analyze brands’ engagement for 30 days post purchase across email, mobile, Twitter, Facebook, Pinterest and YouTube. To download the complimentary research, visit www.ExactTarget.com/RetailResearch.

About ExactTarget

ExactTarget is a leading global provider of email marketing and cross-channel interactive marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media and websites. ExactTarget’s powerful suite of integrated applications enable marketers to plan, automate, deliver and optimize data-driven interactive marketing and real-time communications to drive customer engagement, increase sales and improve return on marketing investment. Headquartered in Indianapolis, Indiana with offices across North America and in Europe, South America and Australia, ExactTarget trades on the New York Stock Exchange under the ticker symbol “ET.” For more information, visit www.ExactTarget.com.