Case Study



Step2, the largest American manufacturer of preschool and toddler toys, wanted to grow their in-house marketing list and communications mailing list to include parents of infants and toddlers, as well as increase Facebook Like acquisitions. Though there were some concerns that working with a third-party partner would dilute their list and negatively affect their open, click-thru and conversion rates, Step2 entrusted Permission Data to deliver a program that valued these concerns.


The Solution



With AdQuire Select, Permission Data ran multiple campaigns to acquire the target market, including one designed to increase enrollments for Step2’s Birthday Club and another aimed at locating customers for Black Friday and Cyber Monday promotions. Permission Data delivered Step2 branded welcome emails as soon as they generated a consumer sign-up through their opt-in campaigns. Other campaigns were set up on a Cost Per Like basis, driving consumers to Like the Step2 Facebook page.


Campaign benchmark goals were reached, including an average of 20,000 qualified leads per campaign (over 30 days), 20% open rates and 10% click-thru rates. Undisclosed conversion rates were also achieved, allowing renewal of future campaigns.




Permission Data has helped us generate a lot of email addresses very quickly – we tell them our volume goals/needs and they are able to exceed every requirement we have given them. They hold themselves accountable and allow us to dedupe against our existing house list and return back those that already existed. Through our campaigns with Permission Data, we have seen a high quality of email addresses. A very high percentage of the users from Permission Data open our emails and engage with the emails on a frequent basis – the quality of our existing list has never been compromised. We see a very low opt-out or unsubscribe rate from the leads generated by Permission Data – much lower than any other service we have worked with.

Tena Crock

VP of eCommerce and Digital Marketing

Step 2