B-to-B Marketer Doubles Email Sales, Renews Relationship with ExactTarget
The renewal of Myron’s relationship with ExactTarget comes after the online and direct marketer of personalized promotional business gifts such as pocket calendars, advertising pens and note pads, more than doubled its email sales following its decision to replace its in-house email marketing system with ExactTarget’s on-demand email marketing platform in 2008.
“Since we are primarily a direct mail company, most of our advertising dollars are spent mailing free samples, personalized gifts which is expensive and restrictive because we cannot sample every product we offer,” said David Parker, Myron’s director of Web marketing. “ExactTarget provides a solution for us to connect with our customers and makes us more productive by putting marketing in control of our email campaigns instead of IT.”
Myron relies on ExactTarget’s Advanced Edition to power its email communications to clients throughout the United States, Canada, France, the United Kingdom and Germany. Using an integration with Adobe Scene 7, Myron is able to build, send and track custom emails through ExactTarget that feature personalized products that display each client’s business name and information. ExactTarget’s international sending feature allows Myron to send the messages in the coding and language required for its European clients.
Myron, which also uses ExactTarget to power personalized reorder e-mails, also plans to expand its email offerings in the coming months, including triggered email campaigns that automatically send welcome messages to new subscribers. The New Jersey headquartered company plans to integrate its Web analytics data with ExactTarget to build customer intelligence to automatically send email offers to clients based on products viewed while on Myron.com.
“ExactTarget’s sophisticated platform has allowed Myron to better serve its global customers by harnessing data to build and send personalized, relevant messaging,” said Tim Kopp, ExactTarget’s chief marketing officer. “The gains Myron has made are exemplary of a multi-channel merchant who is leveraging technology to drive new sales in a tough economy.”
The news of Myron doubling its email revenue follows the launch of ExactTarget’s “One-to-One Marketing Field Guide Set”. The field guides provide 60 practical tips and techniques on how to leverage different ‘species’ of one-to-one technology to maximize marketing ROI through email marketing, SMS text messaging, voice messaging and landing pages. Marketers may download the entire set of field guides online here.
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