DMS Best Practices & Case Studies

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Continual Feed of Subscribers Created for Moms-to-Be Newsletter

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first-time mothers, ages 21-40, within a defined geographic area and with data that included birth dates, to replace outdated users on the subscription list.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 Solution

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:

  • Name
  • Email
  • Zip code
  • Gender
  • 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.

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About the Author

Digital Media Solutions

Digital Media Solutions® (DMS), the largest single entry point for martech-enabled digital media distribution, deploys a robust database of consumer intelligence and leverages massive proprietary media distribution to provide customer acquisition campaigns that grow businesses, offer visibility into the customer experience and provide accountability for every media dollar spent. DMS continues to experience explosive year-over-year growth, with continuous recognition on the Inc. 5000 list, securing its sixth consecutive ranking in 2019, and the Entrepreneur magazine 360 list. Named one of America’s “Best Places to Work” by Inc. magazine and awarded the 2018 Excellence in Lead Generation Award by the LeadsCouncil, DMS brings together some of the industry’s most knowledgeable people, efficient processes and sophisticated technology across the digital marketing spectrum. For more information about DMS, visit Keep up with DMS news at and connect with us on LinkedIn at

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