Fashion brand FCUK is targeting US market with a mobile campaign. FCUK has become the first brand to implement a simultaneous transatlantic mobile marketing and CRM program, working with creative agency Marvellous Mobile and Enpocket. As explained in the press release, the UK and US cross-carrier campaign, integrated tightly with other core customer channels, allows customers to interact with the brand via text messaging and to win a variety of prizes including gift certificates and t-shirts. By engaging customers with the brand and the radio station through their mobiles, FCUK hopes to build a profile of its customers and target individuals with specialised content that is particularly relevant to them.
A recent study by Opt-in News indicate that newsletters targeting business professionals boasted a 71 percent open rate, while B2C e-zines receive are opened only in 41 percent of the cases. B2B direct e-mail also fared better than the B2C counterpart. CyberAtlas presents a complete overview of the study featuring several interesting number on spam and email marketing.
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