Polsteins Home & Beyond plans CRM push

Online home improvement retailer Polsteins Home & Beyond recently adopted eWayDirect's e-mail platform to improve its retention marketing efforts with the channel.

Edison, NJ-based Home & Beyond will be using the online service company's e-mail marketing platform with its pre-existing consumer database.

“E-mail is a critical piece to building an ongoing relationship with a customer,” said Marty Donner, chief revenue officer at eWayDirect. He added that one of the things that attracted Home & Beyond to the channel was that it was “extraordinarily cost effective.”

This is the first partnership between eWayDirect and Home & Beyond. The companies were introduced through Home & Beyond's creative online partner, SellUp. While SellUp will still handle most of the creative for the outgoing e-mail campaigns, Donner said that his company would consult on the creative as well.

While Donner declined to share any details of the contract with DMNews, he did say that the companies would be evaluating the sales, ROI and customer retention levels to judge the effectiveness of each effort done under the partnership.