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

Hanson, Guy; Gibson, Richard

Practice paper

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

Guy Hanson and Richard Gibson

Journal of Digital & Social Media Marketing, 3 (2), 151-168 (2015)

https://doi.org/10.69554/QHFH2129

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

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Citation

Hanson, Guy and Gibson, Richard (2015, September 1). Winning back your subscriber list to maximise e-mail marketing return on investment. In the Journal of Digital & Social Media Marketing, Volume 3, Issue 2. https://doi.org/10.69554/QHFH2129.