Company Builds Support for Susan G. Komen for the Cure®, Offers Participants Discount
“With over 50% of customers engaging in the event follow-up email, we know Massage Envy clients believe in the business and will remain loyal customers for years to come.”
Using A/B testing to identify the most effective content, send time and design of its ExactTarget-powered emails, Massage Envy drove participation in its Massage for the Cure nationwide charity event that donated $10 of each massage to raise an unprecedented $546,616.80 during the one day event.
“By evaluating each variable of its email campaign, we helped Massage Envy create a solution that resulted in a 65 percent increase in open rates,” said David Hibbs, lifecycle marketing director of Mighty Interactive, a Phoenix-based interactive agency that designed the campaign. “Refining the email campaign not only allowed Massage Envy to drive unparalleled participation in its charitable effort, it created an opportunity for the company to expand its existing customer base.”
Customers participating in the Massage for the Cure event were invited to join the company’s email marketing list through a simple check box on a pre-massage questionnaire. Almost 10,000 customers joined the company’s email subscriber list, and in turn, the company thanked them with an email coupon offer that included discounts for future visits.
"Customers take pride in supporting a company that partners with an important cause like Susan G. Komen for the Cure," said Dawn Wiess, director of brand continuity for Massage Envy. "With over 50% of customers engaging in the event follow-up email, we know Massage Envy clients believe in the business and will remain loyal customers for years to come."
Mighty Interactive, a Gold-level ExactTarget reseller, will continue to evolve Massage Envy’s email marketing efforts using ExactTarget’s list segmentation tools to send regional-specific promotional offers as well as re-engagement campaigns to inactive customers. Upon launching its corporate Facebook and Twitter campaigns, the company plans to use ExactTarget’s Social Forward technology to drive customer engagement via social media.
“Massage Envy is a great example of how continuously improving and evolving marketing efforts can generate tremendous results,” said Tim Kopp, chief marketing officer of ExactTarget. “ExactTarget’s technology provides organizations of all sizes the industry’s most flexible and scalable solution to deliver results through integrated email, text messaging, Websites, voice messaging and social media.”
The news of Mighty Interactive boosting Massage Envy’s email success comes in the wake of 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 WaveTM: 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 Massage Envy
Massage Envy, based in Scottsdale, Arizona, is the leading provider of therapeutic massage in the United States. The national franchise of massage clinics is dedicated to providing professional and affordable therapeutic massage services to consumers with busy lifestyles at convenient times and locations. Massage Envy Spa is its newest concept, offering Murad® healthy skin facials as well as therapeutic massages. Founded in 2002, Massage Envy has opened over 600 clinics in 42 states, with new locations opening every month. For more information, visit www.MassageEnvy.com.
ExactTarget 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.
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