Powell's Books, a book seller in Portland, OR, reports open rate of over 70%, 400 new subscribers over a 6-day period, and over 10,000 more "fans" on Facebook as a result of a new email marketing initiative that's tied with their social network presence.From the story on Yahoo! Finance:
The company, which began its email marketing efforts in 1999, offers book aficionados a suite of seven email newsletters ranging from a book review a day to a listing of its recently arrived used books. Collectively, Powell’s sends more than 27 million emails every year to its growing subscriber list that now tops more than 500,000 book readers.
The move to personalize the content of its emails comes as Powell’s expands the reach of its emails and online marketing efforts with social media. Through its email newsletters and Website, the company encourages customers and site visitors to follow the company in online social networks, such as Facebook, Twitter and MySpace, for the latest book news and promotional offers from the Portland-based retailer.
One of its most recent social media efforts was aimed at driving subscriptions for its Specials email newsletter. The company posted a note on its Facebook page offering an exclusive offer for fans who signed up for the newsletter. In return, new subscribers received a $5 off coupon for their next online purchase.
While this is a compelling story in its own right, it's also particularly relevant here because it's done with ExactTarget tools. Check out information about the growing social network functionality.
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