Retailer Nearly Doubles Email Revenue with ExactTarget
Hancock Fabrics Posts Six-Month Lift in Email Revenue, Cites ‘Deliverability’ as Driver
INDIANAPOLIS--Fabric and specialty sewing retailer Hancock Fabrics announced today that it has nearly doubled its email marketing revenue since November using ExactTarget’s one-to-one marketing platform.
Hancock Fabrics, which operates retail stores in 37 states and online, posted a six-month email marketing revenue increase of 93 percent following its move to ExactTarget in the fourth quarter of 2008.
“We simply didn’t know how much better our email efforts could perform prior to moving to ExactTarget,” said Dena Smith, Hancock Fabrics’ vice president of marketing. “Now we have real data and know how many of our emails are actually making it through to our subscribers across the country.”
Hancock Fabrics, which harnesses the power of ExactTarget through a relationship with SpinSix Strategic Marketing Design, posted more than positive financial results after moving to ExactTarget. The Mississippi-headquartered company saw a more than 20 percent increase in the number of consumers opening their emails, a 10 percent increase in the total number of unique click-throughs on the messages and a less than .1 percent unsubscribe rate.
“Email marketing only works when the emails a company sends actually reach their subscribers,” said Al Iverson, ExactTarget’s director of privacy and deliverability. “The results Hancock Fabrics posted after moving to our platform prove the value of deliverability and knowing how to build an effective permission-based email marketing campaign.”
Hancock Fabrics plans to continue evolving its email program in 2009. With the help of SpinSix, the company will leverage the power of personalized message content using ExactTarget’s email segmentation tools to deliver subscribers more relevant information and offers based on their defined interests and preferences.
“The positive results we’ve already scored for Hancock Fabrics set a solid foundation for us to build a better email marketing effort,” said Eric Orpet, account director at SpinSix. “By harnessing the power of personalized content, we’ll be able to deliver the more relevant information to Hancock Fabrics’ growing list of subscribers.”
Hancock Fabrics is a member of the growing list of more than 7,000 organizations using ExactTarget around the globe. In 2008 alone, ExactTarget powered more than 13.5 billion permission-based emails through its on-demand platform that also allows marketers to communicate with customers via voice messaging and SMS text messaging.
Hancock Fabrics customers can subscribe to the company’s emails online at www.hancockfabrics.com.
About Hancock Fabrics
Founded in 1957, Hancock Fabrics Inc. is committed to fabric and sewing, serving creative enthusiasts with a complete selection of fashion and home decorating textiles and sewing accessories. The Company operates 264 stores in 37 states and an online store at www.hancockfabrics.com.
Since 1996, SpinSix has been helping businesses harvest the potential of their marketing initiatives and brand development. From award-winning design to cutting edge back end development, SpinSix can provide you with a custom-tailored, end-to-end solution that will produce tangible, measurable, and rapid results. As a partner and Gold Level Reseller of ExactTarget Services, SpinSix is now able to extend the ever-growing list of cutting edge, ExactTarget technologies to their roster of clients. For more information, visit www.spinsix.com.
ExactTarget, Inc. is a leading provider of on-demand email marketing software solutions. The company’s on-demand one-to-one marketing applications enable clients to send business-critical and event triggered communications to increase sales, optimize marketing investments and strengthen customer relationships. ExactTarget offers four editions of its on-demand software application along with integrated solutions such as ExactTarget for Salesforce.com AppExchange, ExactTarget for Microsoft Dynamics CRM and ExactTarget for Omniture Genesis. ExactTarget offers a range of optimization services including support, implementation and training, integration, deliverability, account management, design and deployment and strategic consulting. ExactTarget’s software powers permission-based email communications for thousands of organizations including CareerBuilder.com, Expedia.com, Florida Power & Light, Gannett Co., Inc/USA TODAY, the Indianapolis Colts, The Home Depot, The Leukemia & Lymphoma Society, Liberty Mutual Group, Papa John’s and Wellpoint, Inc. For more information, please visit www.exacttarget.com or call 1-866-EMAILET.
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