Facebook Collect’ Helps Retailer Drive Multichannel Results with ExactTarget
Crocs, Inc., a leading international footwear retailer, announced today its latest interactive marketing campaign is converting thousands of the company’s nearly 350,000 Facebook “fans” into email subscribers.
“Facebook and social sites are fast becoming a destination for first-time brand engagement in the way that companies’ Web sites are not”
Developed by Digital Evolution Group and powered by interactive marketing provider ExactTarget, Crocs’ “Facebook Collect” campaign gives Facebook users a chance to sign up for email communications on Croc’s fan page in exchange for a special 20 percent off coupon.
“The key to our interactive marketing campaigns is delivering highly relevant and timely content to our customers, regardless of whether it’s Facebook, email or Twitter,” said Andrea Stow, senior global eMarketing manager for Crocs, Inc. “‘Facebook Collect’ allows us to grow our email subscribers and meet customers where they are, inviting Facebook fans to become email subscribers and vice versa.”
With double-digit sales growth attributed to its 2010 welcome email marketing campaign, “Facebook Collect” adds to the list of Crocs’ interactive marketing efforts. The Colorado-headquartered company’s successful abandoned shopping cart campaign regularly sees a 40 percent open rate, earning the company an average 60,000 percent return on investment.
“Facebook and social sites are fast becoming a destination for first-time brand engagement in the way that companies’ Web sites are not,” said Ramsey Mohsen, social media discipline lead for Digital Evolution Group. “Crocs’ results with Facebook Collect underscores the power of delivering great content to loyal customers.”
A 2010 ExactTarget study entitled The Collaborative Future found consumers are more inclined to purchase after subscribing to email messages than they are after becoming a Facebook fan. Part of the Subscribers, Fans, Followers research series, the study of more than 1,500 U.S. consumers found 27 percent of consumers said they are more likely to purchase from a brand after subscribing to email, and 17 percent of are more likely to purchase after liking a brand on Facebook.
“The Collaborative Future also shows how businesses work together,” added Jim Kreller, vice president of channel partners at ExactTarget. “I am always thrilled to see firms like DEG and Crocs using ExactTarget products together with Facebook and a whole host of other technologies to be authentic and genuine with their customers.”
The news of Crocs, Inc.’s success follows the launch of ExactTarget’s The Social Break-Up research brief. The Social Break-Up is the latest installment of ExactTarget’s Subscribers, Fans & Followers research series. The research series provides marketers exclusive insight into U.S. consumers’ online preferences and motivations for interacting with brands on email, Facebook and Twitter.
ExactTarget is a leading global provider of on-demand email marketing and interactive marketing solutions. The company’s Interactive Marketing Hub technology provides organizations a single solution to connect with customers via email, integrated text messaging, landing pages and social media. Supported by collaborative global services teams, ExactTarget’s technology integrates with more sales and marketing information systems than any other in the industry, including Salesforce.com, Microsoft Dynamics CRM, Omniture and Webtrends among many others. ExactTarget powers permission-based multichannel communications for thousands of organizations around the world including Expedia.com, Best Buy, Aurora Fashions, Papa John’s, CareerBuilder.com, Gannett Co., Inc., The Leukemia & Lymphoma Society, The Home Depot and Wellpoint, Inc. For more information, visit www.exacttarget.com or call 1-866-EMAILET.
About Crocs, Inc.
Born in Boulder, Colo. as a simple, comfortable boat shoe, today Crocs™ footwear can be found across the globe and in more than 120 styles for men, women and children. With distinct collections, Crocs offers colorful, lightweight comfort for any occasion and every season. All Crocs™ shoes are uniquely designed and manufactured using the company’s proprietary closed-cell resin, Croslite™, a technology that give each pair of shoes the soft, comfortable, lightweight, non-marking and odor-resistant qualities that Crocs wearers know and love. More than 100 million pairs of Crocs™ footwear have been sold.
About Digital Evolution Group
Digital Evolution Group is a full-service digital consultancy serving national and global clients including Crocs, Hallmark, Helzberg Diamonds, and Nebraska Furniture Mart. With six focused areas of digital expertise, the company fuses award-winning design talent and deep technical capability into ingenious online strategies that advance objectives and create real results. The company is one of ExactTarget’s largest and highest-performing Platinum partners, and was named the 2009 ExactTarget Partner of the Year. For more information, contact 913-498-9988 or www.digitalev.com.