Crocs attempts to convert Facebook fans to email subscribers
Footwear brand Crocs has launched an online ad campaign to convert its Facebook fans into email subscribers.
The announcement:
Sydney, Australia (May 19, 2011) – Crocs, Inc., a leading international footwear retailer, announced today its latest interactive marketing campaign is converting thousands of the company’s nearly 350,000 Facebook “fans” into email subscribers.
Developed by Digital Evolution Group and powered by interactive marketing provider ExactTarget, Crocs’ “Facebook Collect” campaign gives Facebook users a chance to sign up for email communications on Croc’s fan page in exchange for a special 20 percent off coupon.
“The key to our interactive marketing campaigns is delivering highly relevant and timely content to our customers, regardless of whether it’s Facebook, email or Twitter,” said Andrea Stow, senior global eMarketing manager for Crocs, Inc. “‘Facebook Collect’ allows us to grow our email subscribers and meet customers where they are, inviting Facebook fans to become email subscribers and vice versa.”
With double-digit sales growth attributed to its 2010 welcome email marketing campaign, “Facebook Collect” adds to the list of Crocs’ interactive marketing efforts. The Colorado-headquartered company’s successful abandoned shopping cart campaign regularly sees a 40 percent open rate, earning the company an average 60,000 percent return on investment.
“Facebook and social sites are fast becoming a destination for first-time brand engagement in the way that companies’ Web sites are not,” said Ramsey Mohsen, social media discipline lead for Digital Evolution Group. “Crocs’ results with Facebook Collect underscores the power of delivering great content to loyal customers.”
A 2010 ExactTarget study entitled The Collaborative Future found consumers are more inclined to purchase after subscribing to email messages than they are after becoming a Facebook fan. Part of the Subscribers, Fans, Followers research series, the study of more than 1,500 U.S. consumers found 27 percent of consumers said they are more likely to purchase from a brand after subscribing to email, and 17 percent of are more likely to purchase after liking a brand on Facebook.
“The Collaborative Future also shows how businesses work together,” added Lee Hawksley, Senior Director of Exact Target Australia. “I am always thrilled to see firms like DEG and Crocs using ExactTarget products together with Facebook and a whole host of other technologies to be authentic and genuine with their customers.”
The news of Crocs, Inc.’s success follows the launch of ExactTarget’s The Social Break-Up research brief. The Social Break-Up is the latest installment of ExactTarget’s Subscribers, Fans & Followers research series. The research series provides marketers exclusive insight into U.S. consumers’ online preferences and motivations for interacting with brands on email, Facebook and Twitter.
