Case Study: Silver Star reactivates lapsed buyers with Data Axle display advertising

How Silver Star Used Display to Reactivate Lapsed Buyers and Inactive Subscribers

Silver Star Brands, a large direct-to-consumer retailer, wanted to find a better way to re-engage inactive email subscribers and recover missed revenue. Working with Data Axle, the company tested whether display advertising could reactivate lapsed buyers instead of relying only on cold acquisition.

Data Axle built a four-week holiday display campaign for Miles Kimball, targeting inactive subscribers who had been unreachable by email for at least six months and enhancing the audience file with online and offline data for better matching. The program delivered strong results, including a 64% match rate, 275% ROI for the display test, a 42% lift in email engagement, a 29% lift in online channels, a 51% increase in sales, and 10% higher sales than the control group across online and offline channels.

Silver Star

Kathy Hecht

Chief Marketing Officer