INDIANAPOLIS – (October 6, 2004) – ExactTarget (Company
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Churchill Downs Incorporated, Louisville, was named “Best of Show.” CDI utilizes email via ExactTarget to communicate with customers of its racetracks in California, Florida, Illinois, Indiana and Kentucky. One initiative included a customer service survey which enabled the tracks to get immediate feedback from customers regarding service levels during a recent visit, so they could provide actionable results to staff for continuous improvement and performance measurement. The average response rate was 75 percent and feedback was immediate.
CDI’s Twin Spires customer reward club used ExactTarget’s dynamic content feature in its newsletter to members to promote weekend racing and act as an interactive tool to keep in touch with members. Using data the company had collected on each member, CDI was able to develop up to 10 customized versions of a newsletter and use dynamic content to tailor the newsletter for each member based on individual profiles.
The “Best Integration” award was given to JamBase, a San Francisco music and event promotion company. JamBase sends a national eNewsletter to over 108,000 subscribers packed with links to new artists, upcoming tours, contests and news stories about the entire Jam scene nationwide. The newsletters are sponsored by record labels and promoters which cover all costs and provide incremental revenue not previously available. JamBase required an email marketing platform that could conform to a highly specific API integration and CRM database. According to JamBase, the complete integration of ExactTarget with their internal project system saves scores of hours each week enabling them to deliver more high-quality projects, on time and on budget.
LaRosa’s Pizzerias and its digital/interactive marketing and design agency, HyperDrive Interactive, both of Cincinnati, were delivered the “Best Increase in Sales” award. The number one pizza chain in Greater Cincinnati, LaRosa’s introduced online ordering in 2003, and then worked with HyperDrive to improve its online ordering process. They selected ExactTarget as the email engine to deliver customer education and promotional messages to drive online orders. Compared with traditional direct mail or co-op coupon magazines, ExactTarget provides an interactive, easy to respond to message that generates direct sales results every time for less than 30 percent of traditional costs. Online ordering volume has grown to more than 4,000 orders per week, more than double the previous rate.
IQ Marketing, Minneapolis, won for “Best Overall Campaign Measurements.” A client-driven marketing services firm, IQ licensed the ExactTarget tool to assist their IT and creative team with the development and delivery of emails to their client's customers. IQ wanted to integrate email marketing, as part of an overall marketing plan, much like the use of a print or letter shop to deliver direct mail pieces. IQ completes and carefully measures the success of email projects for such companies as Cargill Dow and American Family. Some key measurements include cost/email decreases of 47 percent; email execution time savings of 33 percent; open rates have gone from 40 percent to well over 85 percent in some cases; and click through rates have gone from 25 percent to 50-60 percent.
The “Best Overall Email Program by an Agency” was awarded to Optiem, Cleveland, which has developed an Email Audit service which examines clients’ prior year email performance and makes recommendations on how to improve ROI across strategy, creative, content, deliverability and other considerations. Optiem has cut clients’ email costs by 50 percent or more and as reduced project management time by 25 percent or more due to the ExactTarget interface. At the same time, the profitability of email projects has increased by 25 percent or more.
The “Best SMB Email Marketing Campaign” was awarded to Kestler Financial Group, Inc., Leesburg, Va., an independent, national Field Marketing Organization that serves the needs of independent agents. KFG realized $25,000 in annual savings by converting their text-based email to ExactTarget then increased its monthly quotes by more than $12 million while emailing the same list of agents. Nearly 50 percent of the quotes are converted into sales.
About ExactTarget
ExactTarget delivers on-demand email software solutions for permission-based email marketing. The Home Depot, General Mills, Scotts, Bristol-Myers Squibb, and nearly 2,500 organizations worldwide rely on ExactTarget email solutions to strengthen their customer relationships and to control email throughout the enterprise. JupiterResearch ranks ExactTarget highest in business suitability in 2004 based on the solution’s usability, strong feature set and dynamic content tool. ExactTarget was ranked a Strong Performer in the 2004 Forrester Wave™ report based on the software’s extreme ease of use and standout capabilities for managing brand consistency and legislative compliance. ExactTarget offers solutions that meet the needs of all industry verticals and all size organizations, including SMB, corporate divisions, not-for-profits, large retail/direct marketers, agencies and enterprises. Privately owned and headquartered in Indianapolis, the company has more than 30 U.S. sales offices. To learn more, go to http://www.exacttarget.com.
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