How Brad’s Deals revitalized their revenue stream with Email Reactivation

Chief Business Officer

Brands and publishers are grappling with losing valuable customer signals as major platforms disintermediate relationships between businesses and their audiences. Brad’s Deals, a prominent online retail marketplace that curates top deals across the web, faced this exact challenge. Rising media costs and declining returns on advertising spend (ROAS) had stalled their active list growth and revenue despite persistent efforts.

Overcoming Stagnant Growth in a Competitive Landscape

Brad’s Deals was experiencing significant difficulties. Traditional marketing methods were no longer effective, leading to stagnation in customer base growth and missed revenue targets. Their customer acquisition costs doubled, further exacerbating the issue. The company was searching for a breakthrough solution to rejuvenate its growth and reconnect with its audience, as their previous experiences with email reactivation had left them doubtful about its effectiveness.

A Strategic Shift with Email Reactivation

In Q4 of 2023, Brad’s Deals took a bold step by partnering with LiveIntent to trial an Email Reactivation solution. Unlike traditional methods, LiveIntent leverages AI and global activity signals to identify and reactivate dormant email subscribers while positively impacting email deliverability. Our predictive modeling was applied to score Brad’s dormant list based on inbox activity, web interactions, and relevance, replacing outdated and unreliable consumer activity signals.

Brad's Deals using Email Reactivation

The Impressive Outcomes of Email Reactivation

The results were nothing short of transformative. Over six months, the LiveIntent Recommended to Reactivate (RTR) cohort significantly outperformed expectations:

  • 11% lift in Open Rate compared to new customers.
  • 10% lift in Click to Send Rate compared to the active list.
  • 13% fewer unsubscribes than new customers.
  • 30% fewer bounces than the net new users file.
  • 6x Return on Reactivation Spend (RORS).

These metrics highlight a remarkable boost in customer engagement and a more efficient, cleaner email list. Most importantly, Brad’s Deals saw a resurgence in list growth and business revenue.

The Voice of Success

Melissa Romig, Head of Performance Marketing at Brad’s Deals, shared her insights on the transformative impact of the LiveIntent solution:

In the past couple of years, with media and acquisition costs increasing, traditional methods of buying growth through paid media have become ineffective for us. Losing activity signals made it challenging to gauge genuine customer engagement with our emails and website. LiveIntent’s Email Intelligence provided more robust insights into our customer base, preferences, and optimal engagement timing. With a remarkable 6:1 return on reactivation spend, it is clear that partnering with LiveIntent was a wise decision for us.

Looking Ahead

This success story underscores the power of targeted re-engagement strategies in the current digital economy. By revitalizing their approach with our advanced Email Reactivation solution, Brad’s Deals achieved a significant revenue lift and positioned themselves for sustained growth and success in the competitive online marketplace. This strategic pivot exemplifies how businesses can leverage AI and global digital activity signals in a privacy-safe manner to determine the optimal times to engage with subscribers or customers, ensuring resources focus on those genuinely interested and active.

Discover the potential of your inactive email list, and let us help you transform your dormant subscribers into engaged, active customers. Learn more or get started here.