![]() ![]() “With help from our research group, we created an uber persona of a user who clicks on a newsletter and comes to the site. What’s different about this is, we had recently moved onto a new email platform and we had access to all this new great customer data,” Diana said.ĭiana and her team used that segmentation information in their win-back campaign. “We have been doing win-back campaigns forever. Like good email marketers, Diana and her team - Doug Vargas, Production Manager, Member Services User Engagement Team, and Kathleen Borg, Associate Email Marketing Manager and Audience Development Strategist - segment their list based on the type of content topics that interests their audience. ![]() Here are a few ideas from Diana that can help you launch a successful win-back campaign. She gave me a good idea for our own win-back campaign, but mostly I was impressed by how Diana is always trying to challenge the status quo. She manages an email list of millions of subscribers, and has shared her discoveries with marketers at previous MarketingSherpa Summits. I’m going to share what I learned with you today.ĭiana Primeau is Director of Members Services for CBS Interactive and works primarily on CNET, the well-known technology news website that publishes reviews, articles, blog posts, podcasts and videos on technology and consumer electronics. In leading up to our own win-back campaign, I reached out to a marketer who has performed some interesting campaigns herself to get some advice. Or, even better, use the links above to subscribe to the case studies and industry data you’d like to receive). (If you haven’t been active lately, make sure to clickthrough the email when it lands in your inbox. We are about to launch a win-back campaign and list cleanse for the MarketingSherpa case study and chart data newsletters, as well as the newsletter for our sister publication, MarketingExperiments, and our parent research institute, MECLABS Institute. However, we do have one advantage - access to some of the smartest minds in marketing who are gracious enough to share the details of their successful practices. I say that because, sometimes when I engage with the audience, their expectations are that we do everything perfectly. We can’t leap tall buildings in a single bound. However, if you clean your lists regularly and are only sending to those who really want and engage with your email, you are improving the likelihood that those who actually want your email will receive it ( see: “ Email Marketing Chart: How to improve deliverability“), in addition to protecting your brand by not annoyingly filling the inboxes of people who don’t want to hear from you.Īt MarketingSherpa, we don’t have X-ray vision. If you’re just sending emails into the abyss, you’re not serving either of these goals.
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