SkyMall Boosts Online Sales With Shopper Re-engagement Campaign

Company Recaptures 5% of ‘Shopping Cart Abandonment’ with ExactTarget, Coremetrics

INDIANAPOLIS (Sept. 21, 2009) –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 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 .

Source: ExactTarget