UBM Rouses Inactive Users with Behavioral Insights

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The media company sees a 200 percent lift in downloads and boosts CTR.
Marketing

Every business has formerly active users who mysteriously fall silent. Inactive users can damage an email marketing list's reputation, giving companies an incentive to re-engage those customers. Media company UBM Tech, which publishes Information Week among other publications and properties, reached out to its inactive users with content driven by behavioral insights.

UBM chose Madison Logic, a lead generation platform provider, to help it better understand its customers' interests. "Many companies base their marketing on the so-called 'bold print' which is information that rarely changes, like demographics or what people fill out in forms," comments Amandeep Sandhu, vice president of customer insights at UBM. "But now we're also getting behavioral insights based on what people are doing at this point in time versus static information."

Last winter UBM sent emails that promoted white papers on various topics like cloud infrastructure and information security to inactive users from its database. The emails were targeted based on algorithms that matched user information from UBM's database with data points that Madison Logic collected through its monitoring technology.

If an inactive UBM customer, for example, researches information about cloud technology on various B2B sites without visiting UBM's site, the company will still know that user appears to be interested in cloud technology, via its partner's keyword and intent matching system, and can immediately deliver related content through an email or an ad. Madison Logic says it has tracked more than 50 million unique user interactions across multiple channels and ad networks.

"They are capturing intent not only from our data, but also from a large variety of B2B sites," Sandhu says. "This helps us by giving us critical behavioral information on our users outside of our ecosystem."

Within a few days after sending the targeted emails, UBM saw a 375 percent lift in click-through-rates from users who had been dormant for weeks, as well as a 200 percent lift in whitepaper downloads and a 300 percent lift in unique customer clicks.

UBM tested the campaign on about 150 inactive users and its next step is applying the technology to a broader swath of the company's leads, according to Sandhu. The company is also looking into incorporating Madison Logic's data in its own data warehouse to make it the data layer more accessible to the company's other online properties.

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EXPERT OPINION