Online retailer eBags’ new cross-channel marketing program on email, Facebook and mobile is driving fall sales by boosting its Facebook ‘Likes’ and email subscribers by nearly 75,000 in less than two months.
Powered by global interactive marketing provider ExactTarget (NYSE:ET), eBags’ back to school ‘Bag an iPad’ campaign is one of two campaigns the etailer has launched since July that drives sales by providing customers exclusive access to discounts and sweepstakes after engaging on Facebook, email and mobile.
“The key to our interactive marketing success is delivering highly relevant and timely content to our customers,” said Blake Area, senior manager of customer retention marketing at eBags. “Our ‘Bag an iPad’ campaign allowed us to interact with our customers across the channels they use most, improving customer satisfaction and increasing website traffic.”
Using ExactTarget’s SocialPages and Email applications, the “Bag an iPad” campaign gave eBags customers a chance to register to win an iPad by liking the brand on Facebook and completing a basic online registration form. Data from the form automatically populated an ExactTarget-powered email that welcomed the customer to subscribe to eBags email marketing campaigns.
The company continued to expand their cross-channel marketing efforts with ExactTarget in October. eBags “Handbag-a-Day Giveaway” delivered a $20-off coupon redeemable by text message, giving customers another channel to engage with eBags in addition to Facebook and email.
“Today’s customers don’t silo their interactions with brands to one digital marketing channel – they’re engaging on Facebook, reading emails and constantly connected via their smartphone,” said Tim Kopp, ExactTarget’s chief marketing officer. “Great brands like eBags are revolutionizing their digital marketing by creating a seamless cross-channel digital experience for their customers that drives loyalty and delivers sales.”
The news of eBags’ cross-channel success comes just days after the release of a new commissioned study conducted by Forrester Consulting on behalf of ExactTarget that found 35 percent of marketers ranked managing marketing campaigns across multiple marketing point solutions as one of their greatest challenges - despite 78 percent who said they believe cross-channel marketing is important or very important to their business. To download a complimentary copy of the research, click here.
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.