Rated #185 in the 2009 Internet Retailer 500 with $56,000,000 in 2008 Web Sales.
Twitter Account: ZalesDiamondGal
Current Followers: 464
Follower Growth (last 30 days): 12%
Number of Influencers (last 30 days): 3
Top Influencer (last 30 days): @WicksnCandles
Average Reach of Twitter Offers (last 30 days): 510
Twitter Offer with Highest Reach (last 30 days): 1357 (June 5th, 2010): "
| wants to read about your Love Story! Share a special memory today. http://bit.ly/5M5p3y | ||||
Highest Reach since EDS has been tracking: 24,365 (11/18/2009): "
| THX to everyone tweeting about The Shared Heart Collection http://bit.ly/2lSwS Support @autismspeaks and #Zales this Holiday Season! | ||||
Analysis:
Zales promotes heavily in both the Email and Twitter channels. There is a close association between email/twitter promotions and traffic going to the Zales web site based on Alexa Web site traffic. Valentine’s Day promotions have been featured prominently in both Twitter and Email offers throughout January, 2010. Zales has averaged 13 Twitter campaigns in the last 30 days, often Twittering more than one a day. While the follower count and reach of the Twitter offers is relatively low when looking at the Retail sector in general, Zales leads in both Follower Count and Reach of Twitter messages in their category: Jewelry and Watches.
Significantly, Zales achieved its highest reach (since we began tracking them) on November 18th, an offer that was retweeted 8 times and increased their average reach by over 4500%. The offer was in support of a charitable contribution to @AustismSpeaks. It is clear that tying Twitter offers to worthy causes can dramatically increase the reach of the message and the number of times it is reTweeted.
Definitions:
Only Twitter offers containing a link to an offer page are monitored by EDS. Influencers are defined as those individuals who retweet the offer. Reach is defined as all the followers of the brand at the time of the Tweet, plus the total followers of everyone who retweeted the offer.
All Data is supplied by Email Data Source, through the EDS email and twitter monitoring tool, Email Analyst. To learn more, please go to www.emaildatasource.com or contact Bill McCloskey at bill@emaildatasource.com, or call 212-514-8900.
Zazzle is an online retailer utilizing both Twitter and Email to drive traffic to their offers. For the last 30 days (as of 1/25/2010), Email Data Source monitored nearly 2,000 Twitter posts sent by two Zazzle Twitter accounts: ZazzleWedding (1871 posts) and Zazzle (121 posts)*. 
recorded 575 tweets and 715 retweets of offers with links to brands in this sector during the last two weeks since we launched our Twitter Analytics capability. It is also interesting to see that the Twitter activity closely mimics the email marketing activity in the sector (see graph). During these two weeks, we have picked up on 530 Twitter Influencers specific to the Apparel & Fashion industry. These are people who have re-tweeted offers that link to brands in this market sector.
When I click on the link next to Twitter Influencers, I can see a list (here to the left) of who those Influencers are. Again, these are folks who have re-tweeted offers from brands in this sector. At the top you have a Twitter account with more than a million followers. Now that is someone you want re-tweeting your offers. Farther down at the bottom I see Lucky Magazine and I can see they just re-tweeted a Calvin Klein offer for sweaters to 20,000+ people. This is a big help to Calvin Klein, which only has 9,000 followers on Twitter. 
on the "Twitter Influencers" link. Doing that reveals that there are other influencers for Calvin Klein besides Lucky Magazine. I am shown a full list of the influencers, the number of followers they have, how many times they have retweeted CK offers, and the most recent offer they retweeted. Amont those that retweeted the sweater offer were Lucky Magazine, "thesalerack", NYThread, Virginianam and Marinela. These are people Calvin Klein should pay attention to and which CK's competitors should court! You can get a real sense of what offers are being aided my social media by looking at this. Lastly, I also see that another offer for 50% off all men's and women's hats and gloves, etc. was also a popular re-tweet. This is an offer that Calvin Klein put out by email on November 8th and November 15th and also on Twitter. How do we know? Well this is still Email Data Source after all...
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