A DMS Success Story
A top baby products company engages and retains customers with a newsletter containing educational content, savings offers and product updates. Because the target audience is restricted to moms of newborns, infants and toddlers, their subscribers age out daily.
The baby brand enlisted Digital Media Solutions (DMS) to generate a steady stream of highly engaged prenatal, first-time mothers, ages 21-40, within a defined geographic area and with data that included birth dates, to replace outdated users on the subscription list.
DMS owns and operates a long list of websites that attract prenatal mothers. Utilizing these sites, along with partner sites, the highly-targeted pre-natal, first-time mom audience was engaged with branded content encouraging subscriptions to the mom-focused newsletter. During opt-in, a long list of data points was obtained, including:
- Zip code
- Date of birth
- Baby gender
- Baby date of birth
- First-time mom status
- Frequency of use for a variety of products
New subscriber leads were submitted through robust email and postal hygiene systems to ensure deliverability. And only unique, net new names to the baby product database were billed.
DMS helped maintain the engagement rates of the baby brand newsletter by continuously generating new subscribers interested in receiving educational content, product information and savings opportunities. The leads DMS provided matched or exceeded the campaign benchmarks. And the cost per subscriber was, based on client feedback, lower than what was achieved by other vendors.