Internet Retailer’s June Issue had an
interesting article about “Recession-Busters”, meaning those internet retailers that significantly grew web sales from 2008-2009 despite the tough economy.  The article pointed to diapers.com as a succes story and mentioned that their growth was aided by key partnerships such as that with BabyCenter.com (a unit of Johnson & Johnson).

When it comes to email marketing, a quick look at Email Analyst shows that Diapers.com is indeed making the most of its partnership with BabyCenter.  The June 9, 2010 campaign shown here for from “BabyCenter Partners” for Diapers.com went to an estimated 2.6 million BabyCenter subscribers, and dedicated blasts such as these from BabyCenter Partners featuring Diapers.com have been going out approximately once per week since June of 2008.  Diapers.com has also been promoted in the “My Toddler This Week” and “Pregnancy Bulletin newsletters from BabyCenter.com since May of 2008.

Email Data Source estimates the monthly unique user reach of the combined BabyCenter email newsletters to be 10.4 million, making the relationship a strong distribution source  for Diapers.com

 

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