Weight Loss Giant Increases Conversions, Recovers Sales & Improves Efficiency of Conversions with Email Remarketing
Horizon 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.”