Astral Brands uses email and Facebook in tandem to drive sales

By Guy Montague-Jones

- Last updated on GMT

Related tags Astral brands Marketing Facebook

Astral Brands has enlisted the services of ExactTarget to harness the combined power of email marketing and Facebook.

The owners of the Pur Minerals and Aloette Cosmetics plan to combine email to Facebook to build brand awareness and boost sales.

In its latest Facebook campaign, Astral Brands attracted 3,100 fans in May with the help of ExactTarget-powered emails.

Facebook is a valuable resource for Astral Brands. Nalini Humphrey, online marketing manager at Astral Brands, said “Our expanding Facebook community provides us with an engaged consumer group that understands our products and wants to learn about the future of our brands.”

Dynamic benefits

Email marketing can complement the Facebook strategy in two ways, according to ExactTarget.

Spokesperson Mitch Frazier told Cosmetics Design that emails can drive traffic to Facebook, where Astral Brands can build consumer loyalty and talk to engaged consumers.

The marketing benefits do not just travel one way as Facebook can then be used to support the email marketing strategy. Frazier cited Pal Books as an example of a brand that used Facebook to support its email marketing by offering online gift vouchers to fans who signed up to its email service.

Tracking performance

ExactTarget tracks emails and can evaluate the performance of an email marketing campaign. The company claims that a campaign typically delivers a 30 percent increase in same day sales and ExactTarget claims that the potential is even greater when social media is added to the mix.

Kopp, ExactTarget’s chief marketing officer, said: “The rapid adoption of social media has prompted many marketers to search for ways to harness the collective power of social media and email.

“Astral Brands’ integration of social media with its existing email marketing efforts is an innovative approach that is driving increased brand awareness among its business partners and its customers.”

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