DMS Success Story:
Utilizing Automated Email Campaigns to Reignite Prospect Interest
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.
Digital Media Solutions (DMS) was challenged with re-engaging these unconverted leads to drive new conversions while keeping the cost per conversion below target.
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
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.