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B2B Email marketing reactivation case study

Author's avatar By Dave Chaffey 17 Jan, 2011
Essential Essential topic

How Cisco approach reactivating their inactive subscribers

Value: [rating=3]

Our commentary : We're alerting you to this Marketing Sherpa post reviewing a Cisco.com campaign since it's got a specific process you could follow for a common problem in B2B or B2C marketing. It's also got some example subject line or creative to inspire!

Source: Marketing Sherpa

Marketing implications My summary of the process followed is:

  • 1. Select a segment of database to test
  • 2. Review segments in terms of potential value
  • 3. Brainstorm and select the right segment for the audience (in this case based on position)
  • 4. Send creative - example subject lines and creative are shown

Recommended link: Marketing Sherpa B2B Cisco Email case study

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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