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Shutterfly's Triggered Emails & Database Integration Help Keep Print Photo Business Growing

  • Ad Age, Wednesday, March 27, 2013 12:12 PM

Integrated digital marketing is helping Shutterfly keep its print photography business alive and well in a time when Kodak and Fujifilm have folded. With $641 million in sales for 2012, an increase of 35% over 2011, the company depends on smart digital promotions. Triggered emails and database integration are at the center of this game plan. The company's four main brands --Shutterfly, Tiny Prints, Wedding Paper Divas and Treat -- have their own databases, but they can share from each other hoping to move customers from one brand to another. "For instance, a Wedding Paper Divas customer who bought save-the-date cards, wedding invitations and thank-you notes could be sent a series of triggered emails meant to drive her to Tiny Prints or the Shutterfly main brand for photo cards or children's photo albums," John Boris, Shutterfly's CMO told AdAge.

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