Customer Spotlight As the leading global online marketplace Cross-channel initiatives with Marketing Cloud connecting consumers with event and help streamline WeddingWire’s customer creative professionals, WeddingWire has built experience. An email campaign encourages its success on innovation and meeting the couples to print custom table cards for their changing needs of its customers. The company wedding. The email contains an SMS shortcode employs email journeys, SMS campaigns, and and keyword generated with MobileConnect — dynamically generated content based on user Marketing Cloud’s mobile messaging tool — so behavior, giving it the ability to maximize user guests can text to receive a download link for experience while providing a personal touch, WeddingWire’s WedSocial app. tailored to customers at an individual level. “It’s always a challenge to connect people from “Marketing Cloud allows us to connect with our something in the physical world to something audience in the channel they’re using right now,” in the digital world,” said Bart Thornburg, senior said Bethany Mulcahy, email marketing specialist. manager of email marketing. SMS proved to be an effective way of bridging that gap. Since launching the email series, downloads of the WedSocial app increased 74%. 26 | exacttarget.com