Winning back your subscriber list to maximise e-mail marketing return on investment

Guy Hanson and Richard Gibson

Journal of Digital & Social Media Marketing, 2015, vol. 3, issue 2, 151-168

Abstract: Campaigns to win back lapsed e-mail subscribers are often discussed but there is little evidence to prove they work and how. This paper adopts an evidence-based approach to bridge this knowledge gap, drawing on both data and research. The paper references research indicating that engagement is the key to an effective win-back programme and provides examples of what best practice looks like. It also discusses why the dynamics in 2015 are very different from 24 months ago.

Keywords: win-back; e-mail; marketing; deliverability; subscriber engagement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/3279/download/ (application/pdf)
https://hstalks.com/article/3279/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2015:v:3:i:2:p:151-168

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().