2. RETAIL TOUCHPOINTS OPTIMIZED
In the latest report from ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS research series, Retail
Touchpoints Exposed, we take an in-depth look at the interactive marketing practices of the fastest-
growing retailers in the US—identifying what they’re doing well and where they’re missing the mark. In
this companion piece, Retail Touchpoints Optimized, we’ve identified the biggest opportunities gleaned
from the research and created six reports, each providing tactical advice aimed to help you improve the
effectiveness of your marketing practices.
MARKETER’S CHALLENGE: promotional
THE CHALLENGE daily. The problem with this approach is that many marketers begin
down this path only to later realize that their messages don’t align with
The email marketing scene is more competitive than ever, especially
their overall marketing goals, and lack relevance or personalization—
for retailers. So how do you cut through the clutter and make your
generating subscriber fatigue, deliverability issues, and a general
messages stand out in the inbox? For many, this means blasting
lack of ongoing engagement.
promotional content or coupons to their subscriber base—sometimes
Email Volume Over First 30-Days of Opt-In
Of the Hot 100 Retailers sending email
34%
21%
13% 15%
8% 5% 4%
Zero emails sent 1-4 emails sent 5-10 emails sent 11-15 emails sent 16-20 emails sent 21-29 emails sent 30-35 emails sent
(11 retailers) (18 retailers) (29 retailers) (13 retailers) (7 retailers) (4 retailers) (3 retailers)
2
3. marketer’s Challenge: promotional
the solution
The success of a promotional email campaign hinges on two
elements: frequency and relevancy. Which is most important? Think “One way to sell a
“quality over quantity.”
consumer something in
relevancy. There’s a big difference between sending targeted, the future is simply to
relevant promotional messages and “batch and blast” emails—one
is relevant and the other isn’t. To ensure your promotional messages get his or her attention
are compelling and consistent with the goals of your email marketing in advance.”
program, follow these basic guidelines:
seth godin - author,
permission marketing
Step 1: Evaluate Your Email Design
Ensure your primary message and call to action
are easily recognizable within the email, and
use lifestyle and product imagery to support
your messaging. Frequency. Sending frequent messages is acceptable if you have
something meaningful to say. Work first on driving relevancy with
Step 2: Add Value
each message, then test to determine a send schedule that balances
Focus on achieving each aspect of your
the goals you’re trying to achieve with the value of each message.
value proposition: promotional, connection,
relationship building, etc.
the BOTTOM LINE
Step 3: Assess Your Current Data Determine how to make your communications relevant, optimize your
Review the data you have within your content by performing tests, and then start to integrate multivariate data
organization and use it to drive personalized to further refine your messaging. You don’t have to tackle all three at
messaging. Using simple data points like gender
once. After all, enhancing, testing, and measuring your campaign can
and location can really improve the subscriber
take time. As the needs of your subscribers evolve, so should your
experience and is easy to execute.
promotional email campaigns.
Step 4: Look for Further Data
Opportunities
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Consider if there are other ways to gather
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data that can be used to enhance messaging.
You might start with web analytics to capture
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browse history, point-of-purchase systems
to capture purchase history, or social data
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mining to determine brand affinity. Each of
at (866
these can be used to enhance the relevancy Call us xactTarget.com
of your messages. www.E
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4. RETAIL TOUCHPOINTS OPTIMIZED
MARKETER’S CHALLENGE: acquisition
THE CHALLENGE
Looking to engage with consumers, nurture brand relationships, Data requested
create social buzz, and drive repeat purchases? Of course you are! of the hot 100 retailer’s email opt-in forms
But are you getting the most from your in-store, online, and cross
channel customer interactions?
If you’re like most other retailers, you’re probably missing valuable
Sign up today!
First Name Last Name
opportunities to acquire new email subscribers, mobile subscribers,
and social advocates. And, each missed opportunity can lead to one 38% 40%
less conversation and one less purchase. Zip Code Confirm Email Address
43% 28%
Frequency Preferences Shopping Preference or Interest
Email Acquisition on website 2% 18%
of the hot 100 retailer websites:
Multiple Email List Options Discount For Signing Up
15% 11%
74% SMS Alerts
include an email opt-in form on the homepage 9% Opt-In ►
67%
include an email opt-in form on the homepage plus other pages
To determine where your brand ranks, ask yourself these questions:
11%
• Do you promote digital engagement in-store? This could include
include an email opt-in form with first purchase incentive discount
posting opportunities for email opt-in, your website URL, Twitter
8% handle, etc.
provided no email opt-in opportunity • Are you asking for customers’ email addresses at the point of sale?
We found that fewer than half of the top retailers were!
• Do you have an email opt-in form on your website? How easy is it
to find, and how quickly can someone complete it?
In-Store signage: calls to engage
95 of the hot 100 retailers with brick and mortar stores
18%
5% 5% 8%
2% 2%
promoted promoted a coupon promoted promoted promoted Facebook promoted
email opt-in via SMS messaging a YouTube channel a mobile app and Twitter engagment website URL
4
5. marketer’s Challenge: acquisition
the solution ONLINe. Be respectful of consumers’ time.
If improved customer acquisition is a priority for your business, the
best place to start is by analyzing where your consumers are already TIP 1:
engaging with your brand. Then, determine how to enhance the customer Make your email opt-in form easy to find on your website.
experience and drive interactive engagement.
TIP 2:
Here are a few ways to get started: Request only the data that you plan to use—and
actually use it! If you request a name and zip code, use
In-Store. Engaging consumers who are already interacting with
personalization and geographic segmentation to make
your brand is the ultimate win-win. And, your physical store provides
your messages more relevant and engaging.
you a competitive advantage over your eCommerce competitors. Take
advantage of the time a consumer spends in your store and promote TIP 3:
opportunities to interact with your brand after they walk out the door. Communicate the value of what you’re offering up
front—make sure your customers know why they
should provide you their information.
TIP 1:
Promote your website URL, email opt-in, SMS
messaging programs, social channels, and more Cross-channel. Consumers want different things from different
within your store, specifically at places where channels, so make goals and priorities for each while utilizing the
consumers are waiting (e.g., near the check-out). strengths of one channel to promote another.
TIP 2:
Evaluate if collecting data at check-out is right for
your business (via sales clerk, SMS capture, etc).
TIP 1:
Whether you collect personal data or geographic Take advantage of your consumer’s down-time and
data, it should lead to more personalized promote your mobile and social programs across all
communications—if it doesn’t, you’re just of your commonly-used mediums—in-store, print, TV,
inconveniencing your customers with a lengthier display advertising, etc.
transaction process.
TIP 2:
TIP 3: Include an email opt-in form on your Facebook
Offer to send in-store receipts to consumers via Tab and follow the same principles you do for your
email. This is a great way to provide value and website opt-in form.
added convenience to your customers’ shopping
experience, plus it gives you an opportunity to
gain feedback, promote special offers, and drive
web traffic. Not quite ready for digital receipts?
the BOTTOM LINE
Then focus on including a digital call-to-action Your customer relationships are your most valuable asset. Don’t miss
on your in-store receipts to encourage further the opportunity to engage with customers and build a brand experience
brand interaction. that drives loyalty.
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6. RETAIL TOUCHPOINTS OPTIMIZED
MARKETER’S CHALLENGE: the first impression
THE CHALLENGE
Welcome emails are the best opportunity to solidify your relationship
with a new subscriber. They tend to record higher open and click- TO MEASURE THE SUCCESS
through rates than any other emails, and are sent to your most
captive audience. Remember that at the time the welcome email
OF YOUR onboarding
sends, you’ve just been invited into the subscriber’s world, and they PROGRAM, CONSIDER:
want to hear from you—as long as your content is relevant. The
stakes are high!
welcome email highlights
Messaging
74 of the retailers that sent welcome emails Ensure your content benefits
both the consumer and your
included value proposition of email program brand.
67%
incentives
sent an incentive within the email for future purchases
35%
asked to update preferences
If you offer incentives, they
26%
should be consistent with your
marketed rewards program value proposition.
21%
marketed recommended products
9% cadence
used first name within email text Send real-time messages. Or,
9% if sending a drip campaign,
test your frequency.
6
7. marketer’s Challenge: the first impression
the solution If you’re unable to address each of these within a single, real-time
message, you might consider an onboarding drip campaign that
Align your onboarding program goals with your overall marketing goals.
spans across an acceptable “new subscriber” timeframe.
Test to make sure you have the right messaging, incentives, and cadence.
To achieve success onboarding your newest subscribers, there are two timing. If possible, messages should always be sent in real time.
elements to take into account: content and timing. Remember that initial engagement decreases with every moment
that goes by. If you’re waiting a day to send a welcome email, you’ve
Content. Work to strike a balance between the needs of your
already missed the moment of engagement.
subscribers and your company goals. Remember that content within a
welcome email should be advantageous to both parties and, generally,
achieve the following: the BOTTOM LINE
Remember that first impressions last—and a welcome email may be
the first one-to-one communication a consumer has ever had with your
1 CONFIRM brand. Don’t lose sight of the importance a welcome email can have on
Confirm the opt-in action and thank the establishing a relationship for years to come.
subscriber for providing their information.
Include an easy-to-identify opt-out option to
stay true to permission-based marketing.
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2 UTILIZE
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Utilize personalization—if you asked for a
first name in your opt-in form, use it.
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Set expectations about frequency and
content, and reinforce the value proposition Call xactT
of the program or communication. www.E
4 EDUCATE
Educate the subscriber on other opportunities
to engage. Consider promoting social or
mobile campaigns.
5 LEARN
Learn more about the subscriber. Drive them
to a preference center or other location
where they can provide more information
about themselves. Use this information to
strengthen the relationship.
6 FEATURE
Feature “Add to Address Book” links prominently
so you’re treated as a trusted sender.
7 DRIVE
Drive customers to your other
channels—social, mobile, or in-store.
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8. RETAIL TOUCHPOINTS OPTIMIZED
MARKETER’S CHALLENGE: Abandonment
THE CHALLENGE
If you’re like most retailers, you struggle with cart
abandonment. And whether you’ve had a cart abandonment
Cart Abandonment Email Features
Of the 16 retailers that sent cart abandonment emails:
program running for years, or are just considering the idea,
almost everyone can be doing it better.
In analyzing research gathered for Retail Touchpoints Exposed,
we found that most retailers don’t have cart abandonment
programs running at all. This is a huge missed opportunity!
But, even among those retailers that have active campaigns,
44%
contained an image of the
many are missing the mark in a number of ways, including: abandoned product
25%
• Timing. Waiting too long or not long enough to send
a communication. Timing should match the product
that is abandoned—complicated product purchases
can require more time to consider, but simple or highly-
competitive products need immediate follow-up. contained the customer’s
• Messaging. Sending generic messages that don’t name
include personalization, images of the abandoned
25%
product(s), incentive to purchase, or recommendations
of similar products.
• Reason for Abandonment. Lack of consideration for
the different types of abandonment. Each consumer’s contained an incentive to
browsing and buying behaviors are different, and the purchase
time spent on a page can be an indication of whether
13%
your consumer was simply browsing, or is perhaps a
more serious buyer.
contained other product
recommendations
number of Cart Abandonment Emails
of the 16 Retailers THAT SENT CART ABANDONMENT EMAILS:
69%
consisted of one email
13%
consisted of two emails
19%
consisted of three emails
8
9. marketer’s Challenge: abandonment
the solution the BOTTOM LINE
There’s no magic formula that will reengage consumers once they’ve left Don’t stop analyzing your eCommerce data once you have a cart
your site, but there are key elements that all successful abandonment abandonment program running smoothly. Remember that consumers
remarketing campaigns possess—well-utilized data, a compelling don’t need to have something in their cart to be considering a
message, and proper timing. purchase. Evaluate how to capture and re-engage interest with
consumers who browse product detail pages, ask product questions
Here’s how to get started:
on social networks, or browse in-store without making a purchase.
Step 1: Capture the Event
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Abandonment events can be identified and captured
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through eCommerce, web analytics, and other platforms.
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Step 2: Integrate Your Data
Data makes your remarketing messages compelling and
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relevant. Integrate the data you capture in Step 1 into at (866
your messaging platform of record (e.g., ExactTarget). Call us xactTarget.com
www.E
Step 3: Select Your Channel
Consider how subscribers interact with each channel to
determine the best way to deliver this type of message—
email, mobile, or social? Think about privacy concerns
and the strengths of each channel to drive conversion.
HINT: email is probably your best option!
Step 4: Design for Relevancy
Customize your imagery, pricing, and supporting content
to match the specific product(s) abandoned. Consider
purchasing hurtles and offer information or incentives to
help buyers overcome these. Or, if your product has a
lengthy buying cycle, offer customers alternative conversion
options such as low inventory alerts, price change alerts, or
updated model alerts to keep them engaged.
Step 5: Schedule the Message
The higher the competition and lower the complexity
of the product, the quicker you should send your
message. Purchases that typically have a longer sales
cycle should correspond to a longer wait between
messages. Also, consider assigning a cadence or an
ongoing drip campaign around an abandon event—
especially for larger purchases that warrant two or
three communications.
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10. RETAIL TOUCHPOINTS OPTIMIZED
MARKETER’S CHALLENGE: post-purchase
THE CHALLENGE
Competition is steep for retailers across all industries, and because
marketers are vying for a piece of the same pie, communications are POST-PURCHASE
often narrowly focused on capturing the sale. But what happens after COMMUNICATIONS SHOULD:
the purchase?
• Reinforce positive feelings from
• Are you sending confirmation messages? the purchase.
• Are they personalized to the buyer? • Maximize the value or utility of
• Are you highlighting complementary products in subsequent the product.
marketing messages? • Obtain customer feedback.
• Are you asking for product reviews? • Enable customers to share their
• Are you maximizing the value of the product your customer purchase or product experience.
just purchased?
• Promote cross-sell and up-sell
opportunities.
“Every year the marketing landscape
changes, every year the customers
become more demanding, every year If you answered no, you’re missing a huge opportunity to develop
[they want] more things. You have to brand advocates through post purchase communications.
always be sprinting to stay ahead of
Consumers are more informed than ever before. They’re
the competition.” comparing prices in-store and online, reading product reviews,
Jacob Hawkins - VP of eCommerce, and looking to their social networks to determine which product
Overstock.com is best for them. To become the subject of those discussions,
you must have advocates who are passionate enough about your
brand to want to tell the world—even well after a purchase has
been made.
personalization of email
after in-store purchase after online purchase
95%
did not personalize email
after in-store purchase
79%
did not personalize email
after online purchase
5%
personalized email
after in-store purchase
21%
personalized email
after online purchase
10
11. marketer’s Challenge: post-purchase
the solution the BOTTOM LINE
The buying cycle shouldn’t end after a purchase is complete. To When considering ways to improve your post purchase
develop brand advocates, you must first nurture their positive communications, keep in mind the impact that a positive
purchase experience, combat buyer’s remorse, and provide experience can have on a consumer. If a communication isn’t
outlets for customers to share their experiences. Often this is adding to the experience, it may be time to re-evaluate the
achieved through a series of tactics that aim to maximize the function of that message.
value of the purchase.
Here are some ways to get started:
Tactic 1: Confirmation Messages
Send these messages immediately, and customize the content in order
to provide optimal value to the customer. If you’re sending a confirmation
message, chances are high that you already know a little about their
purchase behaviors and have obtained their name, credit card number,
email address, mailing address, and more. Utilize this data to add value to
future communications through personalization.
Tactic 2: Value-Add Messages
Ensure that your customers get the most out of their purchase. Send tips
and tricks that maximize the value of the product they purchased, and work
toward nurturing a positive brand experience. In doing so, you’ll not only
deepen your relationship with the customer, but also drive repeat purchases.
Tactic 3: Product Reviews
Give your customers a voice and increase your company’s user-generated
content by encouraging product reviews. Make it convenient for them to
provide input, but be deliberate with your timing. This type of message
should be sent after the customer has had the opportunity to experience
the product, but before they no longer feel an association to the purchase.
Tactic 4: Sharing
Make it easy for customers to tell their friends about their recent purchase
through social sharing. In doing so, customers become brand advocates
and extend the reach of your brand to their social networks and beyond.
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Tactic 5: Cross-Sell and Up-Sell
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Inform the customer of additional products or add-ons
associated with the purchased product. Be informative
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and make it easy for the customer to research and buy
what you’re recommending. When sending this type of
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are very important—don’t bombard your active customers Call us xactTarget.com
with irrelevant promotional information. www.E
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12. RETAIL TOUCHPOINTS OPTIMIZED
MARKETER’S CHALLENGE: reengagement
THE CHALLENGE
It’s easy to think that once a subscriber provides you with their
email address, they’re yours for life! But in reality they could un- A reengagement message
should include:
engage and start ignoring your communications at any moment.
Subscribers stop engaging for a number of reasons—message
STRONG
volume, frequency, irrelevancy, etc. But many retailers are sitting
back and watching this happen, without adjusting their programs
to reengage these subscribers. In fact, many marketers continue
sending the same messages at the same frequency to lists where
more than 50% of the subscribers haven’t opened or clicked on an subject line
email in more than six months. Engage subscribers even
before they open the
implications
email through subject
Revenue. Consider this—if over half of your subscribers aren’t
lines that pique curiosity.
opening your emails, then over half of the cost you spend to send
reminder
these emails is being wasted. Now consider these costs over a
six or twelve-month timeframe, and it’s easy to see how lack of
engagement has a negative effect on your bottom line.
Deliverability. Internet service providers (ISPs)—Gmail in
particular—increasingly use engagement data to assess sender
of value proposition
reputation. If ISPs start to notice that a high percentage of your What benefit does
emails are being ignored by their user base, they’ll start sending your message bring to
your messages to the junk folder—or even block your sends subscribers?
altogether.
STRONG
call-to-action
Be clear about the action
you want the subscriber
to take—confusion could
lead to inaction.
12
13. marketer’s Challenge: reengagement
the solution the bottom linE
Before you start a reengagement campaign, you must identify your If a subscriber reaches your full definition of unengaged, you
audience and start to understand when and why they’ve lost interest. should greatly reduce the frequency of your communications or
As you begin, you’ll want to follow these basic steps: stop sending to them altogether. This will reduce marketing costs,
increase deliverability, and therefore increase the performance of
your entire program.
Step 1: Define Your Audience
Create a definition for an “unengaged
subscriber,” and ensure that it aligns with
the purchase cycle for your company’s
ize
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Determine the point when subscribers
begin to disengage. Is it after one month,
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six months, or a year? Examine the history Call us xactTarget.com
of your currently disengaged subscribers to www .E
determine when they began to lose interest,
then use this data to segment your lists.
Step 3: Design for Engagement
Design a messaging program to
communicate with subscribers during
times when they’re most likely to start
disengaging. Each message’s sole focus
should be to bring the subscriber back into
the engaged subscriber mix—so ensure
that you’re providing value.
Step 4: Send at the Right Time
Implement a program that automatically triggers
reengagement messages to subscribers who
reach specific un-engagement thresholds.
Step 5: Test, Test, Test!
Test different types of reengagement
messages. Try an opt-out campaign or
an opt-down campaign to identify which
subscribers would simply like to hear from
you less, as opposed to not at all.
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14. RETAIL TOUCHPOINTS OPTIMIZED
CLIENT SUCCESS: BUYAGIFT.COM
“Authentic, consumer-
challenge: driven content has
Buyagift sells gift experiences such as extreme driving packages, hot air balloon rides and spa a better effect on
services, to online consumers in the UK, and three sister sites across Europe. Like many online customers because it
retailers, they found success using email to build their subscriber base and deliver regular mass- is written in a voice
communications, but in recent years struggled to create cross-channel marketing campaigns that they’re familiar with.”
leveraged their customer data and drove engagement beyond email. Max Sydenham
Digital Content Manager, Buyagift
They knew they had a unique opportunity to break into social due of the experiential nature of their
products. Buyagift consumers have exciting and passionate stories to share about their experiences,
and social media has proven to be their channel of choice. Buyagift had an opportunity to do much
more than simply place a Facebook or Twitter link in the header of their emails, prompting their
adoption of ExactTarget’s integration with Bazaarvoice.
solution:
Today, Buyagift uses ExactTarget and Bazaarvoice to request consumer product reviews via email.
Once a review is submitted, it’s then disseminated across all of Buyagift’s social communication
channels, including Facebook, Twitter, and Tumblr (Buyagift’s blog platform). Buyagift then uses
review information stored in Bazaarvoice to send a regular newsletter via ExactTarget, which
features a “Top Rated Products” section.
By integrating email with social, Buyagift is able to encourage consumers to interact across
multiple channels to build a brand experience that’s engaging and consumer-driven. Buyagift
sets their brand apart by creating a truly authentic cross-channel presence with content that’s
constantly being updated by their biggest brand advocates.
RESULTS:
While many marketers still question the impact social can have on overall campaign success, Buyagift
has seen phenomenal results:
• 150% higher conversion rate for consumers who interact with Buyagift consumer-
generated content
• 33% higher conversion rate for consumers who come to Buyagift.com directly from
social channels
• 10% higher average order size for customers exposed to social
Since experiencing success with their cross-channel strategy, Buyagift has continued to focus on
implementing campaigns that further integrate email consumers with social. As part of this strategy, they’ll
be adopting ExactTarget SocialPages™ to capture customer and prospect data in Facebook, to grow
their email campaigns. “We want to optimize SocialPages so that we can turn social followers into email
followers and vice versa,” says Max Sydenham, Digital Content Manager at Buyagift. The company is also
currently working to utilize their product review data to drive content for a cart abandonment program,
utilizing ExactTarget’s Automation Studio functionality.
These strategies, powered by ExactTarget’s Interactive Marketing Hub® technologies, allow Buyagift to
drive cross-channel engagement and boost revenue.
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15. client success stories
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CLIENT SUCCESS: carhartt
“The joint solution of
CHALLENGE: ExactTarget and Adobe
With four sewing machines and five employees, Hamilton Carhartt founded his namesake company SiteCatalyst gives me the
in 1889. Although much has changed since then, the company’s dedication to creating exceptional data I need to very quickly
work wear apparel has remained the same. Carhartt’s eCommerce department, established in make decisions and target
2005, had a similar opportunity to grow its side of the business from the ground up. my consumer base.”
Anna Cole
The team quickly established that it needed to expand and streamline its email marketing. Its eCommerce Business Manager,
subscriber list was in need of growth, and the process for updating each email with tracking code Carhartt
(which included 20 or 30 links in the header and footer) was time consuming. The company also
wanted a better way to gather data from online shoppers to further target its marketing campaigns.
solution:
Since partnering with ExactTarget in 2007, Carhartt has seen its email subscriber list grow to 15x
its starting size. In 2011, the team turned to the ExactTarget + Adobe SiteCatalyst Integration to
further improve eCommerce performance.
This combined solution enables the company to collect valuable customer data, such as purchase
history, browse history, and cart abandonment. With this data, Carhartt gains a single view of each
customer and can easily send personalized and triggered emails—which are automatically tagged
with tracking codes for easy reporting.
“The joint solution of ExactTarget + Adobe SiteCatalyst gives me the data I need to very quickly
make decisions and target my consumer base,” says Anna Cole, eCommerce Business Manager
at Carhartt. “Without browse and purchase data, we wouldn’t be able to segment our campaigns
to the specific interests of our customers.”
RESULTS:
With this integration, Carhartt has seen tremendous results, including:
• 6x higher click-through rate for abandoned cart campaigns
• 3x higher click-through rate for targeted emails vs. general promotional emails
“Our emails wouldn’t be this successful without the ExactTarget + Adobe Integration,” says Cole.
“We’ve seen tremendous click-through rates, and the number of campaigns we’ve been able to
execute has increased substantially.”
Carhartt plans to push its campaigns forward by testing different offers in remarketing campaigns,
and continuing to collect demographic data to send customers the most relevant offers.
Carhartt experiences a 3x higher click-through
rate with targeted messages than general
promotions.
15
16. THE POWER OF
ONE SOLUTION
The ExactTarget Interactive Marketing Hub® provides a single view of your
customers that can help transform your interactive marketing campaigns and
online conversations into real-time, targeted, cross-channel marketing. The
Hub gives you:
UNITY. Integrate data from disparate sources—from CRM and social media
networks to point-of-sale information and web analytics to gain a single,
unified view of each consumer.
CONTROL. With access to real-time tracking and first-class, graphical
reporting, the Hub gives you immediate visibility and ultimate control over all
of your marketing campaigns.
SPEED. Ensure your communications are as relevant as they are timely.
Automate advanced, sequenced programs and deliver personalized cross-
channel messages from a single, intuitive console.
to GET
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www.Ex tTarget Interac
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