The direct marketer, which reaches more than 650 million air travelers annually, posted the results following the integration of its Coremetrics Web analytics data with its ExactTarget-powered email marketing campaign.
“Even amidst a down economy, ExactTarget has helped SkyMall increase our year-over-year sales by enabling us to better connect with our customers through relevant and personalized email marketing messages,” said Shea Beck, SkyMall marketing manager. “We’ve been able to recapture nearly five percent of abandoned cart sales from shoppers who have provided us with email addresses, and our ExactTarget-Coremetrics Integration makes it easy to capture and track those sales.”
The Integration tracks customer’s SkyMall.com viewing behavior and triggers automated emails to shoppers when they fail to complete their purchase. Coremetrics’s LiveMail automatically captures Website data and associates the incomplete transaction with SkyMall’s email subscriber list in ExactTarget. Using ExactTarget’s Application Program Interface (API) and Automated Interaction Management the Integration automatically builds and triggers a personalized email featuring a special discount to complete their abandoned purchase.
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