An island-inspired lifestyle brand was looking to build their email list
Tommy Bahama is an island-inspired lifestyle brand that defines relaxed, sophisticated style in men’s and women’s sportswear, swimwear, accessories, footwear and a come home furnishing s collection.
In 2014, the client approached Direct Agents looking to acquire more emails to add to their Tommy Bahama email list that they use when sending brand promotions and communication. The client tried co-registration in the past and was disappointed by the quality of leads they garnered, which is why they approached Direct Agents about finding an alternative solution.
Stage 1: Direct Response
Direct Agents created a custom landing page that included form fields for name and email. As a way to say thank you for signing up, the landing page offered $50 off a $100 purchase. After users interface with the initial sign-up page, they were taken to a thank you page which encouraged the customer to use their exclusive limited time discount code to redeem either in-store or online.
Stage 2: Audience Segmentation
Direct Agents developed a media plan, targeting the Tommy Bahama ideal customer, consisting of a mix of relevant display ads and email marketing lists. We focused on making sure the consumers signing up were in line with the target customer and were interested in engaging with a brand they have not purchased from in the past. We accomplished this by suppressing their current customer list as to only focus on new customers.
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