Marketing News: SkyMall : an email marketing campaign aimed at re-engaging customers who start, but fail, to complete online purchases

News Release from: MarketingUK
16/12/2009
Shea Beck, ExactTarget, Coremetrics’s LiveMail ,abandoned cart sales ,Mitch Frazier ,email marketing

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.


The online catalogue, which reaches more than 650 million air travelers annually, posted the results following the integration of Coremetrics Web analytics data with an ExactTarget-powered email marketing campaign.

"Even amidst an economic downturn, ExactTarget has helped SkyMall increase its year-on-year sales by enabling it to better connect with its customers through relevant and personalised 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 SkyMall customers' behaviour and triggers automated emails to shoppers when they fail to comp

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.

The online catalogue, which reaches more than 650 million air travelers annually, posted the results following the integration of Coremetrics Web analytics data with an ExactTarget-powered email marketing campaign.

“Even amidst an economic downturn, ExactTarget has helped SkyMall increase its year-on-year sales by enabling it to better connect with its customers through relevant and personalised 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 SkyMall customers’ behaviour 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 provided by ExactTarget. Using ExactTarget’s Application Program Interface (API) and Automated Interaction Management the Integration automatically builds and triggers a personalised email featuring a special discount encouraging the shopper to complete their abandoned purchase.

“Sophisticated marketers are continuously looking to streamline processes and boost overall marketing ROI,” said Peter McCormick, co-founder and general manager, ExactTarget.  “SkyMall is a terrific example of how ExactTarget’s Integrated Partnerships allow marketers to drive maximum value by analysing and optimising email marketing efforts and web analytics data from a single dashboard.”

The news of SkyMall’s sales boost with ExactTarget follows the launch of ExactTargets 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.

About SkyMall

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.

About ExactTarget

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.

Mitch Frazier (ExactTarget) – 317.275.5034 or mfrazier@ExactTarget.com

Katie Potts / Sarah McArthur (Octopus Communications) 08453 700 655 ExactTarget@octopuscomms.net