The web makes personalized events marketing easier, American Greetings says
For mainstream and niche online retailers looking to increase their revenue stream in gifts or a similar category, incorporating an events-driven marketing strategy can make a substantial difference, Sally Babcock, general manager of AmericanGreetings.com, will tell attendees at the eTail 2005 conference in Palm Desert, CA, next week. She adds that the advent of e-mail marketing makes such strategies easier to execute.
AmericanGreetings.com, which recorded total e-commerce sales of $36.4 million for its 2004 fiscal year, used to market primarily around key holidays such as Christmas and Valentine’s Day. While AmericanGreetings still focuses a great deal of attention on that aspect of its marketing program, it’s also concentrating on marketing more to personalized events such as birthdays and anniversaries. “For us, events marketing helps to spread out the risk and broaden our revenues,” she says.
Over the past year AmericanGreetings.com has worked to improve its personalized events reminder programs and integrate those programs more closely into highly targeted e-mail campaigns and messages that deliver personalized reminders to cell phone users.
AmericanGreetings.com, which now has more than 20 million visitors during peak holidays, says events marketing and personalized e-mail are an effective way to boost click throughs and sales conversion for a variety of merchandise, including party items and special events gifts.
“A good events marketing program can help retailers in other segments identify new markets,” she says.
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