Prospecting: PalmBeach Jewelry Gains New Customers With Email Sign-Up Ads
Cross-channel costume jewelry retailer PalmBeach Jewelry acquired thousands of email subscribers prior to the busy holiday shopping season thanks to a series of email sign-up ads it ran on targeted websites last summer.
PalmBeach Jewelry worked with Pontiflex, an email and social acquisition platform provider, for the sign-up ads. The primary factor driving this decision was transparency, says Daniel DeYoung, director of marketing, PalmBeach Jewelery.
"With Pontiflex, we knew just where people were and what they were doing when they signed up for our ads," says DeYoung. "This helps us follow up with people in the most relevant way." After a consumer signs up for PalmBeach Jewelery's email program, the retailer sends a welcome series of four emails to familiarize the new prospect with its site and products. PalmBeach Jewelry then uses tiered promotions, product giveaways, special holiday discounts, inventory sneak peeks and time-sensitive offers to keep these prospects engaged with its brand.
Sign-up ads have proven very successful for PalmBeach Jewelry. The company has added thousands of new email susbscribers each month since the program launched in August 2010. The sign-up campaign has also driven more than 100 sales. What's more, customers acquired via Pontiflex, on average, view 12.95 pages per visit — a 29 percent increase over previous visitors' average number of pages viewed. In addition, Pontiflex sign-ups spend an average of 9 minutes and 4 seconds on PalmBeach Jewelry's site, 25 percent longer than average visitors. Finally, PalmBeach Jewelry's bounce rate for consumers acquired through Pontiflex is a third less than the average for non-Pontiflex sign-ups.
"People acquired through Pontiflex's sign-up ads are more likely to be deeply involved with our brand and make repeat purchases," says DeYoung. "This is the kind of customer we want in our in-house file."
