International non-profit Feeding Your Kids Foundation improved the
eating behaviors of 9,000 families from 85 countries with a new email
and SMS campaign powered by global interactive marketing provider ExactTarget (NYSE:ET).
The program, free to more than 12,000 parents worldwide, powers daily
messages featuring region-specific nutrition information and educational
resources, resulting in 83 percent of participants reporting they
learned new ways to improve their children’s health.
“Our organization equips parents around the world with the knowledge and
tools they need to feed their children healthier foods and teach better
eating habits,” said Carey White, Feeding Your Kids Foundation chairman.
“ExactTarget makes our program possible with its messaging capabilities
that allow us to customize our messages and reach participants where
they are throughout the day.”
In addition to the six-week email program, parents can also receive
time-relevant text messages, providing additional nutrition and wellness
“Our suite of products can be used in incredible ways, including
influencing the ways in which people live,” said Tim Kopp, ExactTarget’s
chief marketing officer. “By integrating the power of email and SMS,
Feeding Your Kids Foundation has successfully connected with its
participants, using the channels that work best in each unique
interaction, with phenomenal results.”
The news of Feeding Your Kids Foundation’s success follows the release
of ExactTarget’s study earlier this year titled the 2012
Channel Preference Survey. The survey found that 96 percent of
online consumers check email at least weekly while 68 percent of online
consumers use text messaging at least weekly. Featured in the 2012
Channel Preference Survey, the study surveyed nearly
1,500 Americans to understand how they prefer to communicate with brands
and with friends. To download the report, click here.
ExactTarget is a leading global provider of email marketing and
cross-channel interactive marketing software-as-a-service solutions that
empower organizations of all sizes to communicate with their customers
through email, mobile, social media and websites. ExactTarget’s powerful
suite of integrated applications enable marketers to plan, automate,
deliver and optimize data-driven interactive marketing and real-time
communications to drive customer engagement, increase sales and improve
return on marketing investment. Headquartered in Indianapolis, Indiana
with offices across North America and in Europe, South America and
Australia, ExactTarget trades on the New York Stock Exchange under the
ticker symbol “ET.” For more information, visit www.ExactTarget.com.
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