Oovie Boosts Repeat Purchases 70 Percent with ExactTarget-Powered Marketing Campaign
Oovie, Australia’s largest network of DVD rental machines, increased year-over-year sales 30 percent by including email campaigns powered by global interactive marketing provider ExactTarget (NYSE:ET) in their marketing mix.
With a customer base of more than 600,000 and a rental volume totaling more than 5 million, the Sydney-based company also boosted repeat rentals more than 70 percent since launching its new integrated and automated email campaigns in November 2011.
“ExactTarget allows us to instantly start a conversation with our customers following their transaction,” said Karli Smith, Oovie’s marketing director. “With ExactTarget, we’re able to start a dialogue that before was really quite challenging. Now, it’s an entirely automated, process-driven solution that is delivering better results than ever before and creating a more engaging customer experience.”
Following a customer’s first transaction with the kiosk, Oovie immediately sends a welcome email, and segments all future ecommunication based on trends within each customer’s transactions. Using ExactTarget’s marketing automation capabilities and integration with Oovie’s data warehouse, the company also powers an automated remarketing campaign that uses past rental data to automatically create and send an ExactTarget-powered personalized email 60 days after a customer’s last rental return. Should the customer not reengage, ExactTarget automatically sends an email to the customer at 135 and 180 days, automatically featuring unique coupons. Oovie also empowers their audiences to share relevant content with friends through links to Facebook and Twitter in each email, said Smith.
“In today’s hyper-connected world, customers are interacting with brands around the clock and have high expectations for personalized interactions,” said Tim Kopp, ExactTarget’s chief marketing officer. “With ExactTarget’s data-driven marketing automation, Oovie is unlocking the power of transactional messaging and seamlessly blending it with marketing messages to drive repeat purchases and new levels of customer engagement.”
More than half of online Australian consumers who subscribe to brands’ email marketing have made a purchase after receiving an email marketing message, according to ExactTarget’s Digital Down Under research. The report is the latest in ExactTarget’s Subscribers, Fans & Followers research series that provides marketers exclusive insight into consumers’ online preferences and motivations for interacting with brands on email, Facebook and Twitter. To download the report, click here.
ExactTarget is a leading global provider of email marketing and cross-channel interactive marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media and websites. ExactTarget’s powerful suite of integrated applications enable marketers to plan, automate, deliver and optimize data-driven interactive marketing and real-time communications to drive customer engagement, increase sales and improve return on marketing investment. Headquartered in Indianapolis, Indiana with offices across North America and in Europe, South America and Australia, ExactTarget trades on the New York Stock Exchange under the ticker symbol “ET.” For more information, visit www.ExactTarget.com.
Kari Brownsberger (Finn Partners) 312.329.3980 or [email protected]