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Responsys Publishes Retail Email Marketing Guide to Multichannel Engagement

Report Explores How Top Retailers Are Using Email to Promote Other Marketing Channels as Multichannel Efforts Become More Imperative (November 19, 2009)

SAN BRUNO, CA -- (Marketwire) -- 11/19/09 -- Responsys, a global provider of email and cross-channel marketing solutions, today announced the publication of "The Retail Email Guide to Multichannel Engagement: How Email Marketing Drives Interest in Other Sales and Marketing Channels". The complimentary 28-page guide discusses the growing need for cross-channel marketing coordination and explores how leading online retailers are promoting and leveraging other channels, such as mobile and social, in their email marketing messages.

"Integrated marketing is becoming imperative as the number of channels and customer touchpoints has grown," said Aaron Smith, Director of Creative Technologies at Responsys. "Rather than weakening email marketing, the proliferation of channels has made email even more dynamic and powerful."

Nearly 80 percent of marketers say they are executing cross-channel campaigns to some degree, according to MarketingSherpa. All indications suggest that more marketers are adopting a cross-channel approach and that their level of integration is deepening.

"With the growing emphasis on cross-channel marketing, email has emerged as a favorite," said Chad White, Research Director at Responsys and author of the guide. "In addition to being the undisputed preferred channel for deals and promotions, it excels at raising awareness of and driving traffic to other channels. As an established, ubiquitous, and inexpensive channel, email is the ideal partner for most other channel initiatives."

In addition to making the case for using email as the cornerstone of a strong cross-channel marketing approach, the guide examines the ways that email marketing has been used to support other channels by leading online retailers tracked by the Retail Email Blog. It highlights tactics and standout examples of retailers using email to promote social media, mobile, stores, direct mail, online, TV, and online video.

Other findings revealed in the guide include:

-- Email has become a strong component of retailers' efforts to grow their followings on Facebook and Twitter. As of July, more than 30 percent of major online retailers were running "join our community" efforts in their email campaigns. -- Mobile plays a small role in email marketing messaging currently, with less than 10 percent of major retailers promoting SMS subscriptions, iPhone apps and mobile sites. -- More than 15 percent of major retailers link to their blogs at least occasionally from their emails, using them as the landing page for articles and contests. However, most of those references are small and buried deep in retailers' emails. -- In recent months a handful of major retailers have used more than one channel as part of a single promotion. The guide includes several case- study examples of this integrated, cross-channel approach.

For information on how to obtain a copy of the complimentary Retail Email Guide to Multichannel Engagement, please visit

About Responsys

Responsys is a leading global provider of on-demand marketing solutions that empower businesses to market more effectively through email, web, print, mobile, and social media channels. The company enables organizations to increase revenue and customer loyalty through successful email and cross-channel marketing. Responsys helps marketing organizations maximize their results by enabling every customer interaction to be highly automated and individualized, and every process to be highly collaborative, efficient, and error-free. With its on-demand, software-as-a-service (SaaS) delivery model, award-winning services, and proven Individualized Lifecycle Marketing(TM) approach, Responsys offers the highest ROI, the lowest total cost of ownership, and the fastest time-to-value of any marketing solution available today. Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world. Responsys is trusted by world-class brands such as: Avis Europe, Chico's, Continental Airlines, Dollar Thrifty, Deutsche Lufthansa, Lands' End, LEGO, Men's Wearhouse, PayPal,, StubHub, and UnitedHealthcare. For more information, visit

Kimberly Canedo
Responsys, Inc.
(650) 745-1720
Email Contact

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