Adobe & ExactTarget = Personalized Engagement; 350% Increase in Revenue Per Email for F+W Media
For a publisher of niche magazines and websites like F+W Media, keeping repeat customers coming back is an essential part of staying on top. F+W Media looked to Adobe Digital Marketing Suite solutions for help with its growing e-commerce business. Together with the ExactTarget Interactive Marketing Hub, F+W Media increased traffic from its email campaigns for returns of more than 300%.
“By integrating Adobe Digital Marketing Suite solutions with ExactTarget, we can segment and target repeat customers and effectively reach out to them with dynamic, personalized email campaigns that deliver results better than we could have imagined,” says Brian Close, email manager at F+W Media.
F+W Media used web analytics from Adobe Digital Marketing Suite to make email campaigns more relevant to repeat customers and target visitors who had abandoned items in the shopping carts. The results? Timely emails sent to engaged audiences containing personalized information about recently viewed merchandise or items abandoned in shopping carts.
According to Close, the more personalized, relevant email campaigns have resulted in a 350% increase in revenue per email year over year. In addition, the abandoned shopping cart email campaign achieved a 50% to 60% click-through rate. Enhanced web analytics provided by Adobe Digital Marketing Suite solutions also highlight the actions taken after an email is opened, providing information that can be used to refine further remarketing campaigns.
To learn more about the benefits F+W Media is seeing using Adobe Digital Marketing Suite and ExactTarget solutions, check out the full story (http://bit.ly/LHfzU1).