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Winning back your subscriber list to maximise e-mail marketing return on investment
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.
The full article is available to institutions that have subscribed to the journal