Challenge: A Popular Travel Website Needed To Refresh Its Email Database
A popular travel deal website was struggling with a stale email subscriber list, leading to the website experiencing a downturn in performance for their travel deals newsletter. The travel website, which helps consumers find the best value prices on flights, car rentals, accommodations and vacations, engaged DMS to scale its subscriber list and drive more high-intent consumers to take action.
Digital Media Solutions was tasked with replacing outdated, inactive newsletter subscribers with highly engaged consumers interested in receiving and learning more about hot travel deals.
DMS Solution: To Create Database Of Active Email Subscribers, Serve Branded Ads To Highly Targeted Audiences & Encourage Subscription Opt Ins
The DMS team worked with the marketing department of the global travel deals website to define the target audience as females aged 40 and higher with a household income greater than $50,000. This audience was targeted on DMS owned-and-operated websites plus partner websites to identify individuals highly interested in learning about travel deals.
Branded ads were presented to the target audience to encourage them to subscribe to the travel deals newsletter. Once new subscriptions were received, they were sent through a robust email and postal hygiene validation process to ensure deliverability.
Performance-based pricing was used for the campaign. The advertiser client was invoiced for only unique, net new names to the travel deals database, and no duplicates were added to the client’s CRM.
Results: More Active Email Subscribers At A Lower Cost Per Subscriber
DMS provided lead quality that matched or exceeded benchmarks. And, based on client feedback, the DMS campaign delivered a lower cost per subscriber than what other vendors were able to provide. DMS performance-based digital advertising campaigns help advertisers de-risk their advertising spend while scaling their customer bases.
Does Your Email Subscriber List Need To Be Reinvigorated?
At DMS, we leverage our toolset consisting of a first-party data asset, proprietary technology and an expansive media reach to create the right balance of targeted yet scalable opportunities.