Editor’s Note: Fashion brand Perry Ellis’ first-party data strategy relies heavily on email marketing to drive ecommerce and online advertising. Email is particularly important because it serves as an anchor for other third-party data, which allows users to be identified and retargeted even without using cookies. CM sister pub AdExchanger looks how Perry Ellis uses performance marketing to shore up its first-party data strategy.
First-party data collection is the name of the game these days for many big consumer brands.
And, in most cases, that first-party data comes in the form of an email.
For fashion company Perry Ellis, the development of a strong first-party data strategy has also meant a ground-up rethinking of the company’s email marketing, said Frank Morales, the company’s senior director of ecommerce.
The email address is often the lynchpin between the worlds of ecommerce and online advertising on the one hand and store-based retail on the other.
“Certain ecommerce activities like retention and email marketing do tie into our store distribution,” Morales said. “That all falls into the direct-to-consumer bucket.”
To help connect these worlds, Morales brought on Wunderkind, a performance marketing startup.
Why the email?
One reason the email is so important, Morales said, is that it can be the anchor to which other third-party data can be attached. This is helpful in recognizing site visitors across Perry Ellis’ line of brands like Penguin, Callaway Golf, Rafaella, Cubavera and, of course, Perry Ellis. So even if there is no cookie, the user might be identified and retargeted.
Read the full article at AdExchanger.com.
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