2010-02-25 16:45:04 -
Blender manufacturer Vitamix : 
announced today that a targeted email campaign inviting customers and prospects to its new social networking site featuring recipes, blogs and video is boosting the company’s online sales.
Developed by direct marketing management firm C.TRAC information solutions : and powered by email marketing provider ExactTarget : , the campaign triggers emails to segmented groups of customers and prospects featuring unique content from the company’s social networking site Vita-Village.com : .
“Vita-Village.com provides a forum for us to interact with our customers and participate in the social media landscape, which has become increasingly important as we focus on keeping a 90 year-old brand fresh and relevant,” said Charles Morrow,
ecommerce marketing manager of Vitamix. “Partnering with a technology leader like ExactTarget allows us to adopt new digital marketing tactics to ensure we continue to meet our customers’ ever-changing communication needs.”
Using email to feature online product demonstration videos that have proven to be influential in purchase decisions has allowed the brand to overcome the impersonal nature of ecommerce. Because the email video demonstrations are powered by ExactTarget’s integrated landing page technology :
, the company can view total performance :
of the email and video campaign from ExactTarget’s single dashboard.
The company also powers a customer profile and preference Webpage through ExactTarget that allows prospective and current customers to indicate their interests and communication preferences, which are recorded in Vitamix’s comprehensive customer database to guide future marketing messages.
“Whether it’s a four-step drip campaign or a customer up-sell campaign, the more personalized content we provide, the more compelled the consumer is to open the email, and in turn act on the offer,” said Chris Serger, emarketing product manager at C.TRAC information solutions.
“Data captured through the landing pages allows us to personalize the message to someone’s unique interests and communications preferences.”
Vitamix continues to refine its digital marketing efforts and is currently beta testing new Social Forward :
social media tracking through ExactTarget’s Innovations Lab – an online community for customers to field test products prior to market launch. The new tracking allows brands to more clearly measure the impact of subscribers sharing content of a message with social networks such as Facebook :
, Twitter :
and MySpace :
.
“Harnessing data and customer preferences is essential to building an effective campaign,” said Tim Kopp, ExactTarget’s chief marketing officer. “By centralizing online and offline communications through C.TRAC information solutions and ExactTarget, Vitamix has created an efficient and effective platform to build a community among its consumers and maintain a current, vibrant brand identity.”
The news of Vitamix’s success with multichannel marketing follows Forrester Research naming ExactTarget a “leader” in email marketing and awarding the company a perfect 5 of 5 in the Customer Category of the “Forrester Wave TM : Email Marketing Service Providers Q4 2009” (December 2009) report. The independent research firm found ExactTarget to be the only email service provider to score a perfect score in the Customers Category, noting “with high satisfaction scores and online community, ExactTarget can successfully meet marketers’ complex business needs.” To download the report, visit www.ExactTarget.com/Wave09 :
.
About Vitamix CorporationBased in Olmsted Falls, Ohio, a suburb of Cleveland, family-owned and operated Vitamix Corporation was founded in 1921 by William G. “Papa” Barnard, an early promoter of the whole foods lifestyle and a direct marketing pioneer. Since introducing the first Vitamix blender in 1937, Vitamix has set the standard and is currently the world leader in high performance blending equipment for home and commercial use. Vitamix equipment is found in leading smoothie bars, coffee houses and restaurants, and is universally praised by professional chefs and consumers alike for both durability and performance. The company’s commitment to a healthy lifestyle is evidenced by its support of health and fitness projects and generous employee benefits and wellness programs that further better, longer lives. Vitamix products are sold in over 80 countries and are made at the corporate headquarters in Cleveland, Ohio. For more information, please visit www.vitamix.com :
.
About C.TRAC information solutionsC.TRAC information solutions is a leading expert in direct marketing program management including database building, hosting and consultation services, advanced data analytics, profiling and modeling as well as custom tools for business intelligence. The company serves B-2-C and B-2-B organizations of all types including retailers, manufacturers, catalog marketers, publishers, non-profit groups, healthcare providers, financial institutions, colleges and universities, government agencies and professional sports teams. C.TRAC has provided customized information solutions to industry-leading organizations including the Cleveland Cavaliers, Little Tikes® and FirstMerit Bank, among many others, and is one of only 15 Gold-certified ExactTarget resellers.
About ExactTargetExactTarget is a leading global provider of on-demand email marketing and one-to-one marketing solutions. The company’s software as a service technology provides organizations a single platform to connect with customers via triggered and transactional email, integrated text messaging, voice 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’s software powers permission-based multi-channel communications for thousands of organizations around the world including Expedia.com, 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.
ExactTargetMitch Frazier, 317-275-5034
mfrazier@ExactTarget.com : mailto:mfrazier@ExactTarget.com orDittoe
PR for ExactTargetLauren Sanders, 317-202-2280 X 10
lauren@dittoepr.com : mailto:lauren@dittoepr.com
