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TheStreet Open House

Flagstar Bank Triples Wholesale Customer Responses With ExactTarget, Salesforce.com

Flagstar Bank, the fourth largest wholesale mortgage originator in the U.S., tripled wholesale customer service survey responses since January with marketing campaigns powered by global interactive marketing provider ExactTarget (NYSE:ET) and Salesforce.com.

Using ExactTarget’s seamless integration with Salesforce.com, Flagstar leverages data housed in Salesforce.com to automatically populate and send a series of automated, personalized ExactTarget-powered emails.

“Our emails are much more than just open and click rates- it’s about managing, communicating and engaging with our customers,” said Charlie Johnson, vice president at Flagstar Bank and Salesforce.com administrator. “With ExactTarget and Salesforce, we are able to provide timely, relevant information allowing us to build relationships and gain new insight into other aspects of our customers’ businesses in order to serve them better.”

Following an interaction on Flagstar Bank’s business-to-business Website, the customer’s contact information is automatically logged in Salesforce.com. Using ExactTarget’s marketing automation capabilities integrated with Salesforce.com, Flagstar automatically creates and sends a series of seven ExactTarget-powered emails over 35 days focused on various topics including training, technology, regulatory licenses and a customer service survey.

“In today’s hyper-connected world, marketers must provide consumers relevant, engaging content that drives consumer interaction,” said Tim Kopp ExactTarget’s chief marketing officer. “With ExactTarget, Flagstar Bank is unlocking the power of its data using Salesforce.com to create a new customer experience that provides highly relevant and effective interactive marketing.”

A recent study from ExactTarget found more than 75 percent of consumers prefer to receive marketing messages via email and 66 percent have made a purchase based on an email marketing message. Featured in ExactTarget’s 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 .

About Flagstar

Flagstar Bancorp, Inc. (NYSE: FBC) is the holding company for Flagstar Bank, a full-service financial institution offering a range of products and services to consumers, businesses, and homeowners. With $14.4 billion in total assets at June 30, 2012, Flagstar is the largest publicly held savings bank headquartered in the Midwest and the largest financial institution headquartered in Michigan. As of June 30, 2012, Flagstar operated 111 branches in Michigan, 30 home loan centers in 13 states, and a total of four commercial banking offices in Massachusetts, Connecticut, and Rhode Island. Flagstar originates loans nationwide and is one of the leading originators of residential first mortgage loans in the country. For more information, please visit flagstar.com .



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