Feeding Your Kids Program Changes 9,000 Families’ Eating Behaviors with Email, SMS

INDIANAPOLIS--(BUSINESS WIRE)--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).

“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.”

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 information.

“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.

About ExactTarget

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.