The leading children’s apparel brand, which sells its products through more than 600 company-owned retail stores, wanted to ensure that its email marketing program was growing beyond the moms/shoppers who were already in the store or on the website. Past experience with under-performing email marketing programs made the company hesitant to invest further in attempting to grow its subscriber base.
Response Media developed a strategic, performance-based digital media plan that focused on the most relevant target audiences–expecting moms (six months prenatal) and moms with children up to five years old. Response Media worked with the brand to set clear and measurable KPIs before the plan was finalized and executed. Those KPIs included delivering new subscribers in the target audience and driving a minimum return of 2X on ad spend.
Several tactics were employed to drive new email subscribers and sales. Tactics included syndicated registration, digital media, and email sponsorship. Working directly with the brand’s database team to ensure secure, timely, and efficient data integration and synchronization resulted in several benefits:
- Only new, valid, and verified email addresses were paid for and accepted into the database
- Online and in-store sales activities were measured to determine return on ad spend
- A/B testing of creative elements was performed for further optimization throughout the campaign
Result
- Thousands of New Moms Opted In
- 4:1 on ad spendmore than double the initial
KPI goal - More than 10% under budgetMeasured by cost per acquisition