Customer Acquisition: PalmBeach Jewelry Grows With Cross-Channel Acquisition Program
PalmBeach Jewelry, a cross-channel retailer of fashion jewelry based in Boca Raton, Fla., is seeing its customer acquisition rates nearly double thanks to a cross-channel acquisition program it implemented last year. The program, which is based on eWayDirect's CertainSource 2.0 solution, works across multiple digital touchpoints, individually validating each prospect, assessing conversion intent and delivering the most qualified prospects — i.e., those most likely to make a purchase and become loyal customers — to PalmBeach Jewelry
While the program works across multiple touchpoints, most of PalmBeach Jewelry's new customers come via the brand's email autoresponder program. Here, prospects are regularly sent emails from PalmBeach Jewelry immediately after they take an action such as clicking on a display ad promoting the retailer and its merchandise. After prospects click through — and PalmBeach Jewelry gets its leads — they're sent the first of a series of eight emails or nine emails over a 30-day period, starting with a $10 gift certificate with their first purchase within 24 hours.
"Typical lead acquisition programs can be costly and inefficient," says Daniel DeYoung, vice president of marketing at PalmBeach Jewelry. "eWayDirect's CertainSource solution helps us optimize performance and accelerates the return on our investment by nurturing the lead sources that work and killing and reallocating marketing spending from the sources that don't."
Besides doubling its conversion rate since implementing eWayDirect's solution in the second quarter of 2012, "at least 17 percent of these people have converted to a second purchase in 90 days," added DeYoung.