Reaching Consumers with
Signup Advertising
Insights from Lilly Pulitzer,
PalmBeach Jewelry, Ouidad,
and Paper Hat Press
www.pontiflex.com
Executive Summary
Lilly Pulitzer, PalmBeach Jewelry, Ouidad, and Paper Hat Press are leaders and innovators in
their respective retail industry segments. This white paper will take a detailed look at how each
marketer uses signup advertising to connect with consumers across mobile and online digital
platforms, pay only for new-to-file signups, and generate immediate ROI.
Email is Still Important and Relevant to Marketers
Email is still crucially important to marketers today, even in the world of multi-platform digital
communications. Datran Media's 2010 Annual Marketing & Media Survey found that more
industry executives said that email was the strongest performing vehicle for their brand when
compared to other major digital advertising channels, including search, affiliate
marketing, display, and direct mail, among others.
Three trends work to keep email important and relevant:
First, email marketing delivers results. According to the Digital Marketing Association (DMA), email
ROI is roughly $43.52 per dollar spent.
Second, email usage is actually being driven by social networks. A recent Nielsen study published
that the most active users of social networking sites also send and receive more email messages
than anyone else.
Social media is also giving email a facelift. Not only do people receive social media messages
via email, but recently Facebook introduced the Social Inbox. This allows you to engage with
consumers on Facebook via the Social Inbox—a perfect bridge between email and social
media—and get them to recommend products and services to their friends. This will help you
spread the word about your brand virally through Facebook.
www.pontiflex.com
Finally, the rapid adoption of smart phones bodes well for email. The explosive growth in consumer
adoption of smartphones means that you can replace costly SMS campaigns with email, not to
mention augment existing email programs with the ability to communicate with
customers as they engage with mobile devices. According to the Radicati Group, email on
handheld mobile devices will grow at an annual rate of 68% over the next four years, totaling over
1 billion mailboxes by the end of 2013.
Connecting with Consumers through Signup Advertising
Traditionally, retailers have turned to CPM and CPC advertising models to acquire email addresses
from interested consumers. In CPM (Cost-per-Thousand) campaigns, you pay for impressions. You
can run banner advertisements that drive to a landing page with a form, or rent email lists through
the CPM pricing model. In CPC (Cost-per-Click) campaigns, you pay for clicks. In both of these
models there is waste, as you pay for page views, generic lists, and site traffic - instead of actual
results.
With signup advertising, you pay only for valid sign ups, not for impressions or clicks that might
never convert. In recent years, transparent signup advertising has been adopted by retailers such
as Lilly Pulitzer, PalmBeach Jewelry, Ouidad, and Paper Hat Press, among others.
What this means for you: connect with shoppers who are explicitly interested in hearing from your
brand and see immediate, measureable ROI.
About Signup Advertising
Signup ads are a new form of brand performance marketing used by Fortune 500 brands and
national non-profit organizations, including Nautica, Tommy Hilfiger, Target, and Lane Bryant. With
signup ads, consumers can opt-in to connect with advertisers they like, all without leaving a
publisher's web site or mobile app.
www.pontiflex.com
Usually in online advertising, a user clicks on an online banner or search advertisement. The user
is then taken to a landing page where he or she fills in his or her contact information.
In a signup ad, you collect the user information of the consumer (such as first name, last name,
email address, etc.) within the ad itself. You can also collect user information on a publisher’s site
or in a mobile app in a 100% opt-in and transparent way.
Thus, with signup ads, you pay only for new-to-file signups. There’s no money spent on wasted
clicks or impressions.
“The signups that we’ve gotten from Pontiflex are performing exceptionally well,” said Abby
Whitmer, Marketing Manager, E-commerce, Ouidad. “They’re top quality, and we’ve seen very little
drop off from our database, indicating a high lifetime customer value. And with Pontiflex, Ouidad
pays only for new email subscribers, which I love.”
Factors Driving Success of Signup Advertising
There are two important criteria to keep in mind when running signup ads.
I.
Ensure Transparency
Retailers like Lilly Pulitzer, PalmBeach Jewelry, Ouidad, and Paper Hat Press partner with
Pontiflex to run signup ads. A primary factor driving this decision was transparency. With Pontiflex,
they are able to see where their ads were running. This helps them in a number of ways:
• Protecting Brand Integrity: You are able to ensure that ads don’t appear on less than optimal
• Acquiring Interested Consumers: You will know that people are not signing up for your ads
because they have received an incentive, but rather, because they are genuinely interested in your
brand and products.
• Optimizing Ad Campaigns: You are able to allocate more of your advertising budget to sites that
have a higher composition of visitors that have proven to convert.
www.pontiflex.com
“With Pontiflex, we know just where people were when they signed up for our ads and just what
they were doing,” said Daniel DeYoung, Marketing of Director, PalmBeach Jewelry. “This helps us
to follow up with people in the most relevant way.”
II.
Access to Online and Mobile Media
As early as 2010,marketers could get by using online media.
Mobile is quickly becoming a “must buy” for advertisers. eMarketer projects mobile ad spending in
the U.S. will surpass $1 billion in 2011. Similarly, research firm Borrell Associates predicts that the
mobile app advertising market will rocket to more than $8 billion by 2015.
US Mobile Ad Spending
$ Millions
$3,000
$2,500
$2,000
$1,500
$1,000
$500
$2009
Source: Morgan Stanley
2010
2011
2012
2013
2014
Source: eMarketer.com
Unfortunately, mobile advertising solutions prevalent today are patterned after click-based online
ad models that don’t work in a mobile world. According to a recent Harris Interactive survey,
almost half of U.S. smartphone users agree with the following statement, “While using mobile
apps, I click/tap on ads by mistake more often than I do on purpose.” Since most mobile ads are
sold on click-based models, this means that nearly half of mobile ad dollars are wasted due to
people accidentally clicking on mobile ads.
Click-based ad units also don’t create user-friendly experiences on mobile devices, especially
since mobile users spend the majority of their time on apps as opposed to web browsers.
Therefore, click-based display ads that force users out of apps are disruptive to a user’s mobile
experience.
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Steve Jobs recognized this problem when launching Apple’s mobile platform, iAds. "Today when
you click on a banner ad, it yanks you out of your app and throws you onto the advertiser’s web
page. So people don't click on the ads,” he said.
That said, there are a number of mobile app advertising options that offer marketers a way around
this problem. For example, both Apple iAds and Pontiflex AppLeads offer in-app advertising, which
makes it possible for marketers to reach consumers without disrupting their user experience.
Pontiflex AppLeads is the first platform to offer in-app mobile signup ads. Using in-app mobile
signup ads, marketers can run ads on top apps on the iPhone and Android platforms and still only
pay for new-to-file, qualified signups.
Pontiflex mobile signup ads are a great way to reach the highly coveted mom demographic as
they interact with mobile devices. According to Millennial Media, smartphone usage among moms
increased 60% in 2010 and will continue to rise.
www.pontiflex.com
“Paper Hat Press believes in building a relationship with consumers based on trust,” said Manish
Naik, CEO, Paper Hat Press. “The first step is using a 100% transparent and opt-in solution, and
that’s precisely why Paper Hat Press partners with Pontiflex to run mobile signup ads.” Pontiflex
mobile signup ads provide you with an opt-in mobile ad solution.
Pontiflex mobile signup ads also allow you to begin a dialogue with customers and prospects that
you can continue through email and online marketing, including social media initiatives.
Case Studies
In the following pages, we will look at how retail marketers use signup advertising to connect with
consumers across mobile and online digital platforms, pay only for new-to-file signups, and
generate immediate ROI.
How Lilly Pulitzer Builds Online and Social Communities Using Email
Marketing
Lilly Pulitzer’s marketing team has three goals – connect with potential customers, double the size
of its in-house email database, and build a community on Lillypulitzer.com and social media sites,
such as Facebook and Twitter, using email marketing.
Recently, Lilly Pulitzer added signup ads to its marketing mix to help meet its marketing goals. By
using signup ads, Lilly Pulitzer was able to double the size of its in-house email marketing
database in just three months and reach new customers. “Including signup ads in our marketing
mix has allowed us to reach new customers interested in our products who aren’t actively
searching for them on the web,” said Rachael Crews, Senior Manager, E-commerce, Lilly Pulitzer.
“And the best part about it is that we pay only for new-to-file, qualified signups.”
Lilly Pulitzer aims to both double its fan base on social media sites, including Facebook and
Twitter, and build an online community of women on its web site. According to eMarketer, 51% of
women use online communities to learn about new products and make purchase decisions. With
this in mind, the ultimate value of building online and social communities of women is to help
educate and engage them with the Lilly Pulitzer brand and product suite.
To better engage consumers and prospects, Lilly Pulitzer extends the conversation with people
acquired through signup ads on social networking sites. This includes sites such as Facebook and
Twitter, which are becoming an increasingly important part of the company’s marketing mix.
“We really see the value of online and social media communities,” said Mrs. Crews. “Lilly Pulitzer
is a brand that is passed down from generation to generation of women. What better way to reach
like-minded and connected women than on Facebook and Lillypulitzer.com.” Lilly Pulitzer plans to
add more social features to its web site this year to enhance the community feel, such as review
and recommendation features and other social elements.
www.pontiflex.com
In 2011, Lilly Pulitzer also plans to add mobile advertising to its digital marketing mix to continue to
grow and build online and social communities. The company will be able to increase the reach of
its digital ad campaigns by adding mobile signup ads, which run on the Android and Apple
platforms. “In today’s digital world, a marketer’s biggest challenge is to practice accountable social
marketing,” Mrs. Crews said. “Pontiflex has proven to be an effective solution that helps solve this
problem.”
www.pontiflex.com
How PalmBeach Jewelry Used Pontiflex to Drive Sales During the
Holiday Season
PalmBeach Jewelry is among the largest jewelry catalog companies in the world. For fifty-two
years, PalmBeach Jewelry has been offering an extensive offering of rings, earrings, bracelets,
watches, anklets, charms, and thousands of other items for both women and men. PalmBeach
Jewelry’s marketing efforts are diverse and multifaceted. However, they all have one goal in
common – to grow the size of the in-house email database.
To acquire new consumers, PalmBeach Jewelry runs a variety of marketing programs. The
company decided to run signup ads to acquire new consumers. More specifically, they decided to
run signup ads on premium publishers like Lifescript.com through the Pontiflex technology
platform.
www.pontiflex.com
Pontiflex signup ads have proven to be very successful for PalmBeach Jewelry. In just three
months, they have driven well over a hundred sales. People acquired through Pontiflex visit 12.95
pages per visit – which is 29% higher than the baseline. In addition, Pontiflex signups spend an
average of 9 minutes and 4 seconds on the site, which is 25% higher than the baseline. The
bounce rate is a third less than the average. “People acquired through Pontiflex’s signup ads are
more likely to be deeply involved with our brand and make repeat purchases,” says Daniel
DeYoung, Marketing of Director, PalmBeach Jewelry. “This is the kind of customer we want in our
in-house file.”
PalmBeach Jewelry has a sophisticated follow-up program with prospects and customers. They
speak to consumers in a number of ways. The ultimate value is to build a relationship with the
consumer based on trust and relevance. This not only helps drive sales throughout the year, but
also during the all-important holiday season.
“You have to be thinking ahead at all times,” says Mr. DeYoung. “To drive sales during the holiday
season, it’s important that you connect with the right people and start building a relationship well
before December.” In addition to email, PalmBeach Jewelry extends the conversation with people
acquired through signup ads on social networks.
“What people say about your brand is important,” says Mr. DeYoung. “In today’s socially
networked world, individuals are your most important spokespeople. That’s why it’s especially
important that we use media strategies like Pontiflex’s signup ads to connect with the right kind of
people.”
In 2011, PalmBeach Jewelry has moved money away from other marketing channels to invest
more in Pontiflex signup ads, which are 100% opt in and transparent. PalmBeach Jewelry is
committed to privacy and finds it essential to building a lifetime relationship with their customers.
How Ouidad Uses Email as a Marketing Centerpiece
Ouidad, the "Queen of Curl", is an internationally recognized stylist, salon owner, mother, author,
and global educator. In 1984, as the pioneer of the curly hair industry, she opened the first salon in
the country to cater exclusively to curly hair. Since then her trademarked cutting and styling
techniques and specialized line of award winning products, have instilled confidence in curly and
wavy haired people everywhere. Sought out by editors and peers for her extensive knowledge,
Ouidad's progressive teaching style, informative website, and dedication to curl education all
further her goal to empower every stylist with the knowledge of how to work with curls. Ouidad
products are sold online, in salons, and in Sephora.
www.pontiflex.com
In order to connect with curly-haired consumers and increase sales across digital channels,
Ouidad’s marketing team runs a variety of digital marketing programs. The company uses the
Pontiflex signup advertising technology platform to create, manage, and optimize signup
advertising campaigns.
Ouidad utilizes email marketing to help educate and engage curly-haired consumers with the
Ouidad brand and products. The result is that the company drives sales on Ouidad.com and in
stores. By working with Pontiflex, Ouidad achieved 140% immediate ROI via email and social
media marketing.
For Ouidad, email marketing has become the central point of its digital marketing efforts. The
company uses email to drive traffic to social media sites such Facebook, Twitter, and YouTube.
“Pontiflex has changed the way Ouidad thinks about email marketing,” said Abby Whitmer,
Marketing Manager, E-commerce, Ouidad. “Pontiflex signup ads not only allow us to reach new
curly-haired prospects, but they also increase the efficiency of all our marketing efforts. Ouidad
has been able to expand our email database and increase our social media presence.”
www.pontiflex.com
How Paper Hat Press Used Pontiflex Mobile Signups Ads to Reach Mothers
Paper Hat Press is a personalized children’s book company run by an award-winning team of
authors, editors, illustrators, designers, producers, techies, and entrepreneurs. Accolades won by
Paper Hat Press employees include a Publisher Weekly Prize and an Academy Award. The
company creates high-quality and meaningful, custom-made books featuring super characters,
engaging stories, and original artwork.
www.pontiflex.com
Paper Hat Press’ marketing team has one main marketing goal – to connect with women,
specifically moms, on mobile devices—such as iPhones and Androids—in order to sell more of the
company’s custom children’s books.
Paper Hat Press added Pontiflex AppLeads mobile signup ads to its digital marketing strategy. The
company uses Pontiflex mobile signup ads to grow its email database. Via email, Paper Hat Press
drives sales as well as traffic to social networking sites, such as Facebook and Twitter. To better
engage moms, the company extends the conversation with people acquired through mobile signup
ads on social networking sites.
By using mobile signup ads, Paper Hat Press was able to reach new prospects and customers
across digital platforms and devices. “Adding mobile signup ads to our marketing mix has allowed
us to reach women, especially moms, interested in our custom children’s books on top mobile
devices,” said Manish Naik, CEO, Paper Hat Press. “Mobile signup ads are the best way we’ve
been able to generate new-to-file signups and reach the right audience for Paper Hat Press’
children’s books.”
With Pontiflex, Paper Hat Press is able to create, manage, and optimize signup ads across all
digital channels through a single point of connection.
"The Pontiflex platform was built with user experience in mind," said Mr. Naik. "We find that people
we've connected with via signup ads are highly engaged with Paper Hat Press," said Mr. Naik. "We
saw sales and referrals within a few days using Pontiflex AppLeads."
In 2011, Paper Hat Press will continue to use mobile signup ads in its digital marketing mix to
reach mothers on mobile devices. The company also plans to expand its product offerings and
distribution on digital platforms, such as eBooks and iPads. In addition, Paper Hat Press will
increase its email and social media marketing efforts.
Conclusion
Lilly Pulitzer, PalmBeach Jewelry, Ouidad, and Paper Hat Press are several innovative marketers
using signups ads. These retailers partner with Pontiflex to connect with consumers across mobile
and online digital platforms, pay only for new-to-file signups, and generate immediate ROI. With
signup ads, there’s no money spent on wasted clicks or impressions. In addition, you can run
mobile and online ad campaigns and extend the conversation to social media.
www.pontiflex.com
About Pontiflex
Pontiflex is the industry’s leading mobile, email, and social acquisition platform. Pontiflex’s
patent-pending technology enables online and mobile publishers to monetize their sites and apps,
and serve ads to visitors where they are most engaged. With Pontiflex, people can submit their
information to advertisers within the ad unit itself without having to click away from the site or
app. Advertisers who use Pontiflex include Fortune 500 brands and leading non-profits like
Kimberly-Clark, Disney, Tommy Hilfiger, and the ASPCA. Publishers who use Pontiflex to connect
with these advertisers and increase revenue include Monster.com, Evite.com, Cafepress.com,
Brisk Mobile, Demand Media, and thousands of mobile, content, and e-commerce sites. To find out
more about Pontiflex, please visit www.pontiflex.com. You can also reach Tiffany Sumner, Director
of Marketing, [email protected] or by calling 718.971.5003.
www.pontiflex.com