SkyMall Boosts Online Sales With Shopper Re-engagement Campaign
Company Recaptures 5% of ‘Shopping Cart Abandonment’ with ExactTarget, Coremetrics
INDIANAPOLIS--(BUSINESS WIRE)--Online retailer SkyMall announced today it boosted sales following an email marketing campaign aimed at re-engaging customers who start but fail to complete online purchases.
“SkyMall is a terrific example of how ExactTarget’s Integrated Partnerships allow marketers to drive maximum value by analyzing and optimizing email marketing efforts and web analytics data from a single dashboard.”
The direct marketer, which reaches more than 650 million air travelers annually, posted the results following the integration of its Coremetrics Web analytics data with its ExactTarget-powered email marketing campaign.
“Even amidst a down economy, ExactTarget has helped SkyMall increase our year-over-year sales by enabling us to better connect with our customers through relevant and personalized email marketing messages,” said Shea Beck, SkyMall marketing manager. “We’ve been able to recapture nearly five percent of abandoned cart sales from shoppers who have provided us with email addresses, and our ExactTarget-Coremetrics Integration makes it easy to capture and track those sales.”
The Integration tracks customer’s SkyMall.com viewing behavior and triggers automated emails to shoppers when they fail to complete their purchase. Coremetrics’s LiveMail automatically captures Website data and associates the incomplete transaction with SkyMall’s email subscriber list in ExactTarget. Using ExactTarget’s Application Program Interface (API) and Automated Interaction Management the Integration automatically builds and triggers a personalized email featuring a special discount to complete their abandoned purchase.
“Sophisticated marketers are continuously looking to streamline processes and boost overall marketing ROI,” said Tim Kopp, ExactTarget’s chief marketing officer. “SkyMall is a terrific example of how ExactTarget’s Integrated Partnerships allow marketers to drive maximum value by analyzing and optimizing email marketing efforts and web analytics data from a single dashboard.”
The news of SkyMall’s sales boost with ExactTarget follows the launch of ExactTarget's Integrating Email, CRM, and Web Analytics Whitepaper. The paper provides insights into how some of the world’s biggest brands are harnessing the power of ExactTarget’s technology to build a one-to-one marketing campaign that strengthens customer relationships and boosts ROI. The ExactTarget Integration Whitepaper is available for free download at www.exacttarget.com/integrated.
SkyMall is a multi-channel, direct marketer offering high-quality, innovative merchandise from top direct marketers and manufacturers through its SkyMall catalog and web site, skymall.com. The SkyMall catalog is seen by approximately 88% of all domestic air passengers reaching more than 650 million air travelers annually. SkyMall also offers turn-key merchandise and fulfillment solutions for loyalty marketing programs. The SkyMall brand is almost universally known among affluent and well-educated travelers who are receptive to innovative, unique products. SkyMall is owned by NY-based private equity fund, Spire Capital Partners and The Greenspun Corporation. Corporate offices are located in Phoenix, Arizona. SkyMall was founded in 1990. For more information, visit www.skymall.com.
ExactTarget, Inc. is a leading provider of on-demand email marketing software solutions. The company’s on-demand one-to-one marketing applications enable clients to send business-critical and event triggered communications to increase sales, optimize marketing investments and strengthen customer relationships. ExactTarget offers four editions of its on-demand software application along with integrated solutions such as ExactTarget for Salesforce.com AppExchange, ExactTarget for Microsoft Dynamics CRM and ExactTarget for Omniture Genesis. ExactTarget offers a range of optimization services including support, implementation and training, integration, deliverability, account management, design and deployment and strategic consulting. ExactTarget’s software powers permission-based email communications for thousands of organizations including CareerBuilder.com, Expedia.com, Florida Power & Light, Gannett Co., Inc/USA TODAY, the Indianapolis Colts, The Home Depot, The Leukemia & Lymphoma Society, Liberty Mutual Group, Papa John’s and Wellpoint, Inc. For more information, please visit www.exacttarget.com or call 1-866-EMAILET.