FootSmart signs with ExactTarget for personalized e-mails

Share this article:

Foot healthcare products cataloger and online retailer FootSmart has teamed up with ExactTarget for personalized e-mail marketing campaigns aimed at baby boomers.

Through ExactTarget's integration with FootSmart.com's customer database and Web analytics provider Coremetrics, the company will develop a profile of each customer based on online browsing and purchase history data coupled with offline purchases from FootSmart's catalog mailings. FootSmart will use the combined customer profile to automatically control which offers and news to include in e-mails it sends to its list of more than 1 million e-mail subscribers.

"The overall goal is to increase the productivity of our e-mail program by personalizing the e-mails more," said Kim Gnatt, VP of FootSmart. "We are going to be segmenting customers based on their online and offline purchase data."

The direct retailer's previous attempts at building targeted e-mails focused on a customer's habits and preferences, but the process was entirely manual, requiring a significant time investment. “ExactTarget will allow us to automate that entire process and deliver a better quality offering,” Gnatt said.

FootSmart sends e-mails 2-4 times a week to about 1 million customers in its database. The goal with the new integration with ExactTarget is to engage members more in e-mail through these new targeting techniques, said Gnatt. The integration will be complete by June.

Share this article:
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Generating Loyalty for Brands and Retailers in an Omnichannel World

Generating Loyalty for Brands and Retailers in an ...

Harnessing personas, loyalty programs, and new technologies can help marketers better connect with customers.

News Byte: Salesforce Forms Unit to Focus on Verticals

News Byte: Salesforce Forms Unit to Focus on ...

The industries business unit, led by ex-White House CIO Vivek Kundra, will serve six industry groupings.

Columbia U. Puts the "Do" in "Donation"

Columbia U. Puts the "Do" in "Donation"

Columbia University raises nearly $7 million in donations in just 24 hours with a combination of social media, live events, and gamification.