Crocs launches eReward campaign
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International footwear company Crocs Inc, aims to convert thousands of its Facebook ‘fans’ into email subscribers as part of the company’s latest interactive marketing campaign.
Crocs’ ‘Facebook Collect’ campaign gives nearly 350,000 Facebook users on Croc’s fan page a chance to sign up for email communication, in exchange for a special 20 per cent 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. “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 campaign to counter abandoned online shopping carts is reported to be opened by 40 per cent of visitors, earning an average of 60,000 per cent return on investment.
Research conducted in 2010 suggested that consumers are more inclined to purchase after subscribing to email messages than they are after becoming a Facebook fan. In a study of more than 1,500 US consumers, 27 per cent of them stated that they are more likely to purchase from a brand after subscribing to email, and 17 per cent are more likely to buy a product after liking a brand found on Facebook.
This article was originally published on page 2 of the July/August 2011 issue of SATRA Bulletin.