Johnston & Murphy
Johnston & Murphy is a well-known marketer of footwear, apparel, and accessories for men. A division of Genesco Inc., the brand wanted to find an effective online marketing solution that would increase its database of subscribers and market reach. At the same time, the brand sought to maintain online the same personalized customer communication it has mastered in its retail stores.

In order to successfully build their database, Johnston & Murphy implemented ClickAction's acquisition service, which combines state-of-the-art technologies with permission email marketing to create a revolutionary tool for customer acquisition. By connecting more than 75 million consumers with businesses that match their specific interests, ClickAction's acquisition services allowed Johnston & Murphy to target qualified prospects with the goal of turning them into customers. Johnston & Murphy sent more than 15,000 highly personalized emails to a targeted list of business executive prospects, resulting in increased revenues and a click-through rate of 21%.

Hershey's
The Hershey Foods Corporation values its history as a leader in business with a strong environmental awareness and a focus on producing foods that advertise themselves with their high level of quality. This tradition established Hershey Foods as the leading North American manufacturer of quality confectionery and chocolate grocery products. The Hershey brand includes many well-known names including Hershey's Kiss, Kit Kat, Reese's and Twizzlers, and the company distributes its product to over 90 countries.

Hershey's Gifts is the direct-to-consumer business unit within Hershey Foods. It operates a mail-order business, with gift catalogs for holidays like Valentine's Day and Christmas. To complement and increase its holiday gift business, Hershey's Gifts started HersheyGifts.com, a Web site that caters to tech-savvy customers and furthers Hershey Foods' reputation as a business leader.

The Challenge
Hershey's Gifts wanted to better utilize HersheyGifts.com as a vehicle for communication with its customers. The company sought to reach its established customer base, increase Web site traffic, increase its brand share in the collectibles market and ultimately increase sales. All of this needed to be done in accordance with the company's traditional values.

The ClickAction Solution
After extensive research, Hershey's Gifts chose ClickAction Email Marketing Automation (EMA) to implement its direct email marketing campaign. ClickAction EMA was quickly integrated and easy to use. ClickAction EMA's powerful rules-based segmentation engine allowed Hershey Foods to send personalized, targeted emails to a diverse customer base. The real-time reporting features allowed the company to track the effectiveness of its efforts and adjust the campaign as needed on the fly.

The ClickAction EMA solution also let Hershey's Gifts adhere to its values. It established Hershey Foods as a business leader by communicating using today's most effective marketing technology and directing people to a refined Web presence. Using no paper, the campaign was environmentally sound while it allowed the product to speak for itself.

The Payoff
To increase collectibles sales during the Christmas season, Hershey's Gifts used ClickAction EMA to send a targeted email depicting a Santa Claus figurine. A smashing success, the campaign created a significant increase in site traffic within two days of its launch. In addition, ClickAction EMA's real-time reporting revealed that the response rate exceeded industry averages by 300%, with over 30% click-through. Hershey Foods re-established a connection with valued customers, increased its brand share in the collectibles market and increased sales using the cost-effective ClickAction EMA solution.