55 million catalogs

FootSmart, the largest direct retailer of foot and lower body healthcare products in the U.S., has chosen ExactTarget to power its personalized email marketing campaign aimed at America’s baby boomers. The direct retailer of products ranging from shoes and socks to back braces will use ExactTarget’s content and email segmentation tools coupled with their customer browsing and purchase history to build personalized offers for its growing list of more than 1 million email subscribers. Through ExactTarget’s integration with FootSmart.com’s customer database and Web analytics provider Coremetrics, the company will develop a profile of each customer based on their online browsing and purchase history coupled with their offline purchases from FootSmart’s catalog mailings. FootSmart will use the combined customer profile to automatically control which offers and news to include in emails it sends to subscribers. The move by FootSmart to integrate online and offline data to power its online customer communications is a first for the company that mails more than 55 million catalogs every year. (Kim Gnatt, vice president of FootSmart.)