CASE STUDY: Core’dinations ColorCore Cardstock®
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“Growing our subscriber list is a critical part of building our business. C.TRAC and ExactTarget have enabled us to greatly exceed our list growth goals.” – Anthony Grinnell, Core’dinations, Director
Core’dinations ColorCore Cardstock is a major player in the paper crafting world. Selling through distributors and retail stores, Core’dinations did not have direct communication with its customers outside of its website. All that changed in 2010 when it was acquired by Darice, a leading craft supplier to retail giants such as Jo-Ann Stores and Walmart.
Wanting to capitalize on the marketing arsenal now at its disposal, Core’dinations set out to significantly grow its email database. It turned to Darice’s long-time partner, C.TRAC, and the ExactTarget Enterprise account it managed on Darice’s behalf.
Core’dinations and C.TRAC designed a Refer-a-Friend program that utilized ExactTarget’s email, social, and microsite channels. Existing Core’dinations subscribers and partners were emailed a personalized URL (PURL) that pointed to an email opt-in landing page. The Core’dinations subscribers were asked to refer their friends to Core’dinations by forwarding the email or, using ExactTarget’s Social Forward, posting their PURL on social networks such as Facebook and Twitter.
When a referred friend opted-in they received their own PURL and were invited to refer their friends. A continuous referral process was enacted.
As an enticement, Core’dinations offered a drawing for 50 packs of new, unreleased crafting paper. Each referral was worth an entry into the drawing.
Crafters are a social people. With its Refer-a-Friend program, Core’dinations learned just how social these crafters are.
By utilizing the multiple communication channels offered by ExactTarget, C.TRAC helped Core’dinations grow their email database 338% in less than thirty days.
Looking to the future, Core’dinations plans to conduct regular Refer-a-Friend programs in order to build upon the success they’ve already had. “We are continually introducing new products and project ideas. We are thrilled with how ExactTarget and C.TRAC have helped us reach a larger audience,” says Anthony.