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

Author

Listed:
  • Hanson, Guy
  • Gibson, Richard

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.

Suggested Citation

  • Hanson, Guy & Gibson, Richard, 2015. "Winning back your subscriber list to maximise e-mail marketing return on investment," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 3(2), pages 151-168, September.
    • Handle: RePEc:aza:jdsmm0:y:2015:v:3:i:2:p:151-168
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    More about this item

    Keywords

    win-back; e-mail; marketing; deliverability; subscriber engagement;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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