DMS Case Studies & Best Practices

Digital Marketing Innovation Inspiration

loading

DMS Success Story: Improving Conversions Through Email Re-Engagement

DMS Success Story:

Utilizing Automated Email Campaigns to Reignite Prospect Interest 

Background

A well-known, brand wanted to increase their enrollments and conversion yield by re-engaging old prospects. These stale inquiries had requested information within the past two years, but never became customers. 

Challenge

Digital Media Solutions (DMS) was challenged with re-engaging these unconverted leads to drive new conversions while keeping the cost per conversion below target. 

DMS Solution

The DMS team utilized its best practices and email marketing experience to create a one-track, five-stage automated email nurturing campaign to reignite prospects’ interest and bring them back into the conversion funnel. Using a combination of proprietary software (Sparkroom) and an integration with IBM’s Silverpop ESP platform, Digital Media Solutions delivered timely and relevant branded content to target old prospects, providing:

- Automated, time-triggered emails

- Click-to-call buttons that render during business hours

- Real-time, personalized content

- Mobile-responsive email templates

Results

The email marketing campaign substantially exceeded client target acquisition goals. 

Approximately 1.9% of the prospects re-inquired. Of those that re-inquired, 1% of prospects became customers at a cost per conversion that was 69% below our target.

Of the new customers, 40% re-inquired directly through the campaign landing page, while the remaining 60% came through at least one alternate channel, including the brand's website, other landing pages and third-party vendors.

These results  demonstrate how last-click attribution captures only a small portion of total digital campaign performance.

Want to improve conversions through email re-engagement? Contact DMS to get started.

 

About the Author

Digital Media Solutions

Digital Media Solutions, Inc. (NYSE: DMS) is a leading provider of technology and digital performance marketing solutions leveraging innovative, performance-driven brand and marketplace solutions to connect consumers and advertisers. DMS proprietary technology solutions, significant proprietary media distribution and data-driven processes help large brands steadily acquire more customers. For more information visit https://digitalmediasolutions.com.

Follow on Twitter Follow on Linkedin Visit Website More Content by Digital Media Solutions
Previous Article
DMS Success Story: Calculating Intent to Increase Efficiency
DMS Success Story: Calculating Intent to Increase Efficiency

Challenge: Develop a scoring system to predict customer intent. Results: More rejected inquiries. Higher co...

Next Article
DMS Success Story: Balancing Share of Program Volume
DMS Success Story: Balancing Share of Program Volume

Challenge: Adjust the marketing campaign to push volume for the growing, hands-on program without increasin...

 
× Streams
loading
×