Email Marketing Propels Best Product Launch In 31 Year Company HistorySource: Bronto Software, Inc.
Trek relies on email marketing campaigns to communicate with its' customers news of new Trek bikes available at local retailers, drive traffic to the Trek website, and to communicate with Trek dealers. "Our email campaigns play a pivotal role in driving traffic to our website as well as keeping our customers informed of new products and specials," explained Marc Richards, web services manager for Trek. "We need an email marketing partner who can ensure successful delivery and provide valuable insight to new strategies we should implement to help boost our deliverability and conversion rates." In addition, consistently maintaining the brand image of Trek in all communications is essential to their success.
Trek collected an extensive list of email addresses during the 2005 and 2006 Tour De France races and website contests. Trek began their email marketing program by using an in-house solution. Over time this choice proved to be too cumbersome a process, given their growing list size and need for list management. After a year of working with an in-house solution, Trek began working with an ESP, but was overall not pleased with their provider and their service.