SAN BRUNO, CA — (Marketwire) — 08/04/11 — (NASDAQ: MKTG), the leading provider of email and cross-channel marketing solutions, today announced that has achieved a 170% lift in Revenue Per Email (RPE) by implementing strategies for improved email targeting and segmentation in order to .
Responsys, which has been working with Burton since 2009, has helped the company make sense of marketing data in order to better segment and target their customer base. Based on this analysis, Burton learned that 73% of customers were one-time buyers, and that turning those customers into repeat buyers would mean a significant increase in sales for the company.
Burton leveraged the to help segment their interactive marketing programs to deliver more relevant communications, increase customer engagement and significantly boost online sales. The results include a 15% lift in click-throughs, 76% lift in Average Order Value (AOV) and 170% lift in RPE, making this the highest grossing email marketing program Burton had implemented.
“Partnering with Responsys helped us achieve a new level of success with our marketing campaigns,” said Greg Adams, Digital Marketing Manager at Burton. “By leveraging the Responsys New School Marketing approach, we were able to increase sales and deliver tangible business results.”
“Burton understands that customer relationships are increasingly digital, interactive and dynamic, and that the way to manage these relationships is to leverage technology that allows marketers to individualize these customer interactions,” said , Chief Marketing and Sales Officer of Responsys. “Burton is the kind of company that exemplifies New School Marketing in action. By realigning their marketing strategies, budgets, and tactics around an increasing digital lifecycle, Burton has taken their sales to new heights.”
Currently, Burton is broadening its acquisition and permission efforts with mobile, POS, website and on-snow event sign-ups. Burton is also developing additional lifecycle marketing programs, including a welcome series, set-up completion, and reactivation. Dealer and wholesale channel data are being integrated into Burton-s database to enable complex business-to-business digital marketing programs.
To learn more about how Burton is putting into action, be sure to attend Burton-s presentation next week at the .
eTail East Conference
Greg Adams, Digital Marketing Manager, Burton Snowboards
August 8, 2011 from 3:35 – 4:10 p.m. ET
Boston, MA
Since 1977, Burton Snowboards has tapped into the dynamic and ever-changing snowboarding culture by simply talking to snowboarders — and using the feedback as the primary conduit to ensure Burton-s continued relevance and leadership in the marketplace. By implementing database technology and a targeted marketing strategy, Burton has been able to apply the same concept of “listening” and use digital marketing to react in a way that is relevant and resonant across a highly diverse consumer culture. In this session, we will discuss how using technology to listen to consumers has changed the face of Burton-s digital marketing.
Responsys is the leading provider of email and cross-channel marketing solutions that enable companies to engage in relationship marketing across the interactive channels customers are embracing today — email, mobile, social and the web. With Responsys solutions, marketers can create, execute, and automate highly dynamic campaigns and lifecycle marketing programs that are designed to grow revenue, increase marketing efficiency, and strengthen customer loyalty. Responsys- New School Marketing vision, flexible on-demand application suite, and customer success-focused services aim to deliver high ROI, increased levels of automation and fast time-to-value. Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world. Responsys serves world-class brands such as: American Family Mutual Insurance Company, Avis Europe, Continental Airlines, Deutsche Lufthansa, Dollar Thrifty, Lands- End, LEGO, Newegg, Qantas, Southwest Airlines, and UnitedHealthcare. For more information about Responsys, visit .
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Kimberly Canedo
Responsys, Inc.
(650) 745-1720
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