Threadless Turns Targeted Emails Into Sales

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Release Date:2010-08-16

Company Increases Email Revenue 120% Year-Over-Year 

CHICAGO (Aug. 16, 2010)– Threadless, the international online community-based t-shirt company, announced today it increased revenue from its email marketing efforts by 120 percent year-over-year with  targeted content and promotions to segments of its online community. 

Powered by ExactTarget and promoted on the Threadless Website, the retailer posted the gain following a 2009 revision of its email marketing effort that expanded the program to include more targeted campaigns driven by user-defined content and preferences.

“Threadless is about fostering our community of users, supporting their creativity and delivering the most unique, high-quality products selected by our community,” said Cam Balzer, vice president of marketing, Threadless. “By increasing the customization and functionality of our communications program, we’re able to better serve our community members, learn from each user, improve the overall Threadless experience and ultimately drive sales.”

As part of its email revamp, Threadless launched a “Welcome Email” program that introduces users to an optimized online preference center that allows consumers to control and personalize the information they receive from Threadless.  The company also sends targeted coupons to new buyers to encourage repeat purchases and collects customer insights through ExactTarget-powered email customer satisfaction surveys.

In addition to email alerts, promotional messages and surveys, Threadless also posts daily Twitter updates and Facebook status updates to stay engaged with its community of designers, bloggers and buyers.  The company currently has more than 1.5 million followers on Twitter from its corporate Twitter handle @Threadless.

“Threadless is a great example of how targeted online communications can increase customer satisfaction and generate new sales,” said Tim Kopp, ExactTarget’s chief marketing officer. “Using ExactTarget’s interactive marketing platform, Threadless is among our growing community of sophisticated online marketers powering millions of messages a day that are mission critical to creating authentic conversations with customers that drive engagement and deliver sales in markets around the globe.”

Celebrating its 10th year, Threadless has an ongoing open-call for t-shirt design submissions from its worldwide community of more than 80,000 artists and designers. The Threadless community of over 1.3 million members vote regularly on their favorite design submissions with the best and coolest designs selected for printing and sale by the Threadless online retail store.

About Threadless

For the past decade, the designs on Threadless t-shirts have been sourced from an ongoing open-call for t-shirt submissions from a worldwide community of amazing artists and designers. Once submitted, the community of more than one million members cast votes that help Threadless decide which designs become Threadless t-shirts. Threadless began in 2000 as a hobby and has since become the poster child for crowdsourcing: integrating the involvement of passionate, authentic and highly active community into every aspect of the business. Learn more atwww.Threadless.com.

About ExactTarget

ExactTarget is a leading global provider of on-demand email marketing and one-to-one marketing solutions. The company’s software as a service technology provides organizations a single platform to connect with customers via triggered and transactional email, integrated text messaging, landing pages and social media.  Supported by collaborative global services teams, ExactTarget’s technology integrates with more sales and marketing information systems than any other in the industry, including Salesforce.com, Microsoft Dynamics CRM, Omniture and Webtrends among many others. ExactTarget’s software powers permission-based multi-channel communications for thousands of organizations around the world including Expedia.com, Aurora Fashions, Papa John’s, CareerBuilder.com, Gannett Co., Inc., The Leukemia & Lymphoma Society, The Home Depot and Wellpoint, Inc. For more information, visitwww.exacttarget.comor call 1-866-EMAILET.

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Media Contacts

Bethany Sirt (Threadless) – 312.415.0161 orbethanys@skinnycorp.com 
Mitch Frazier (ExactTarget) – 317.275.5034 ormfrazier@ExactTarget.com

Lauren Sanders (Dittoe PR for ExactTarget) – 317.202.2280 X 10 orlauren@dittoepr.com

News Source : Threadless Turns Targeted Emails Into Sales