June 24, 2003, 12:00 AM

An e-mail campaign drives traffic to FisherPrice.com

Between June 7 and 14, the share of Internet toys-and-hobbies traffic going to FisherPrice.com rose from 1.35% to 3.28%, Internet traffic measurement and analysis company Hitwise reports.

 

An e-mail campaign by Fisher-Price more than doubled FisherPrice.com’s share of all traffic to toys and hobbies last week, Internet traffic measurement and analysis company Hitwise reports. Between June 7 and 14, the share of Internet toys-and-hobbies traffic going to FisherPrice.com rose from 1.35% to 3.28%. As traffic rose, so did the share of traffic coming from e-mail referrals, Hitwise says, moving from 8% of all traffic for the week ending June 7 to 26% the following week.

A large portion of the traffic came from Yahoo mail services, which delivered 19.11% of e-mail traffic to FisherPrice.com and 9.23% of all traffic. Next highest generator of e-mail traffic was MSN Hotmail, at 4.69%. Because of the barriers that AOL erects around its network, Hitwise is unable to track AOL’s e-mail-generated traffic.

After e-mail traffic, the largest sources of traffic to FisherPrice.com were the search engines, with Google responsible for 7.28% of traffic, Overture, 6.65%, and MSN Search, 6.62%.

The top three toys and hobbies sites last week and their percent of traffic to all toy sites were:
Barbie.com, 12.73%
Disney Store, 4.1%
Fisher Price, 3.28%

 

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