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Case Studies

Weight Watchers Increases Affiliate Marketing Conversion Rates by 22% with Email Remarketing

By November 27, 2018 No Comments

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Weight Watchers Increases Affiliate Program Conversion Rate by 22 Percent with Email Remarketing by ReachDynamicsHorizon Media is a global leader in data-driven marketing. As a full service media agency, Horizon provides its clients with complete communications planning and activation (buying) across all channels. Its clients include prominent category-leading brands, among them WW (formerly Weight Watchers), GEICO, Capital One, and Burger King.

In July of 2017, Horizon Media decided to test a new marketing tactic for client WW (formerly Weight Watchers). Horizon was seeking to convert sign ups more efficiently when measured by multi-touch attribution (MTA).

WW has leveraged affiliate marketing relationships to convert consumers in the decision making process. While tactics have worked well in the past, Horizon Media was seeking out opportunities to drive incremental sales efficiently, when measured by multi-touch attribution (MTA). Efficient sales convert at a faster rate with less repeat advertising efforts & spend needed.

The ReachDynamics email remarketing tools helped Horizon Media identify anonymous website visitors who showed interest in WW, but who left the website without submitting any contact information. Within minutes, most prospects who abandoned the site without converting will receive a follow-up email with an offer designed to incentivize them to sign-up for WW.

This partnership allowed WW to send immediate, relevant follow-ups with personalized messages that provided a sense of urgency to the potential customer – encouraging them to take action. By identifying the specific website pages the consumer was on, ReachDynamics was able to serve each consumer the appropriate creative, based on the WW plan they showed interest in.

By implementing email remarketing into the overall WW digital marketing strategy as an affiliate marketing tools, the following improvements were achieved:
22% increase in affiliate program conversion rate
18% improvement in efficiency of conversions from email remarketing, when compared against traditional coupon & loyalty affiliate marketing programs using MTA, and
11,300 sales recovered from July 2017 through September 2018.

Kristen Pulver, Director of Performance Marketing for Horizon Media shared why the agency chose to implement this particular tool:

“Utilizing ReachDynamics’ tools, we are able to target prospects based on where they abandoned our registration process, and by the content they’d shown interest in prior to abandoning the website. Because of this, we are able to provide a highly-targeted follow-up email tailored to their needs, with an offer designed to convert. Email remarketing also allows us to follow up with interested prospects faster, and with a greater degree of accuracy than other marketing methods. The customers that we are able to reach through email remarketing move through our funnel faster, savings us time and marketing budget in the process.”

Weight Watchers Increases Affiliate Program Conversion Rate by 22 Percent with Email Remarketing by ReachDynamics

Danni Eickenhorst

Danni Eickenhorst

Danni Eickenhorst is an award-winning social and digital marketing expert. She heads up the marketing and public relations efforts of ReachDynamics. As CEO of Blank Page Consulting, she previously oversaw marketing for organizations including The Salvation Army of Greater St. Louis, Great Rivers Greenway, Made for Freedom, and the OASIS Insitute, among others. She received the 2016 HBA Award for Social Media Marketing and Governor Jay Nixon’s 2014 Inaugural Leadership Award for her work on his 100 Missouri Miles campaign. She has been recognized as one of St. Louis’s “People on the Move,” by the St. Louis Business Journal. She serves as an Advisory Member of the St. Louis Social Media Club, and on the Sales & Marketing Committee for the Home Builders Association of St. Louis & Eastern Missouri.

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