This is the first in a series of posts that will highlight an individual Flowtown customer, their business and how they effectively use Flowtown. If you’re a Flowtown customer and would like to be featured please send an email to francine (at) flowtown.com.
When people arrive at your site and don’t sign up, is there anything you can do about it?
If you knew about it, you could use ReTargeter, a cool self-service retargeting network and a Flowtown customer. Put a simple piece of code on your own site, and ReTargeter starts serving your ads to your visitors as they navigate elsewhere across the web. Suppose a visitor suppose ends up at CNN.com? With ReTargeter, she may see a banner ad for your company on that site and be convinced to come back just by seeing your brand on such a high traffic site.
How ReTargeter Uses Flowtown
How do people find out about ReTargeter? The company’s own marketing is done mostly by email; Flowtown helps the company tailor the relevance of its email campaigns by focusing on the social networks to which their email contacts belong. As ReTargeter’s emails for a campaign go out, engagement is much higher, according to Samir Soriano, ReTargeter’s Director of Marketing.
Using Social Networks To Target Your Emails
In one campaign, Retargeter located press contacts who were on Twitter and achieved a 34% open rate and coverage on a small and medium business blog.
To generate the leads, ReTargeter sent tailored messages to its contacts on each specific social network– one for Twitter and one for Facebook. The Facebook members receive messages highlighting ReTargeter’s Facebook-based product in the subject line, while Twitter members receive messages about a Twitter based product. The targeted emails received a 25% – 31% open rate.
The Results
ReTargeter has done almost twenty campaigns using Flowtown. ”it has definitely increased our business,” Samir says. “Because it has been involved in most of our sales and marketing strategies and has both explicit and implicit results, we can attribute much of our growth to it.”
Because the emails are so targeted, the open and click rates are high, and leads often end up at ReTargeter’s site where if they don’t sign up, the first time they visit, ReTargeter uses its own product to track them across the web.
