California based triathlon retailer Nytro has added thousands of new subscribers to its e-marketing list through its latest sweepstake, in which customers can register to win two-time Ironman World Champion Chrissie Wellington’s bike.
Powered by one-to-one marketing provider ExactTarget, Nytro’s Cannondale bike giveaway is the second in 12 months for the multisport retailer, which has already seen its email subscriber list increase by nearly 50% from its first campaign.
“Our new sweepstake allows us to showcase one of our preferred vendors’ equipment and provides customers a chance to win a world-class bike,” said Greg Moser, Nytro’s Web Director. “By inviting customers who register for the sweepstake to receive our email promotions, we’ve been able to build a great list of customers and send them special offers and discounts to reward their loyalty and drive sales.”
The sweepstake not only provides the retailer with new subscribers, but also basic data including subscribers’ geography and sport preferences. Using ExactTarget’s list segmentation tools, Nytro drives local customers to in-store sales and promotional events, while also sending sport-specific e-mails to customers worldwide based on their indicated merchandise preference.
In addition to e-mail, the company is also inviting sweepstake registrants to provide their cell phone numbers for future text messaging campaigns aimed at driving increased in-store traffic among local customers in particular.
Nytro plans to evolve its e-mail marketing campaign using ExactTarget’s Application Program Interface (API), to integrate inventory and e-commerce data into its e-mails. The retailer also plans to unveil a cash-back rewards programme powered by ExactTarget’s triggered email technology, sending electronic gift cards to customers following a purchase.
“Nytro joins our growing list of small, sophisticated businesses that are leveraging our full one-to-one platform to connect with their customers and drive increased sales,” said Tim Kopp, ExactTarget’s Chief Marketing Officer. “ExactTarget’s easy-to-use technology provides businesses of all sizes the industry’s most flexible and scalable solution to deliver results through integrated email, text messaging, websites, voice messaging and social media.”
The news of Nytro’s email list growth results follows the launch of ExactTarget’s List Growth Advisor Tool. Marketers can access the ExactTarget Email List Growth Advisor free of charge online at www.EmailListGrowthAdvisor.com.
After completing a sixty-second, five-question form, marketers are provided recommendations on future list growth tactics, as well as benchmarking data that allows companies to compare their strategies to those used by others in their industry.
