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.
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