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 Digital Agency 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

Founded by a team of lifelong athletes, Digital Media Solutions (DMS) is an industry leader in providing end-to-end customer acquisition solutions that help clients win in their business ventures and realize their marketing goals. The company’s set of proprietary assets and capabilities in the world of performance marketing and marketing technology allow clients to meticulously target and acquire the right customers. DMS relentlessly pursues flawless execution for top brands within highly complex and competitive industries including mortgage, education, insurance, consumer brands, careers and automotive.

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

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

Next Article
Email Marketing Best Practices
Email Marketing Best Practices

A well-managed email campaign not only establishes relationships with your prospects, but maintains them by...