Case Study: Bass Pro Shops achieves 9% reactivation of inactive subscribers with Experian Email Insights

Bass Pro Shops Re-engaging inactive subscribers through global email insights

Bass Pro Shops, a leading retailer for hunting, fishing, camping and outdoor gear, faced a buildup of lapsed email subscribers and needed to win them back without damaging its sender reputation or triggering deliverability blocks.

The brand joined Experian Marketing Services’ Email Insights to overlay global email activity onto its customer files, filter out truly inactive addresses, and identify the best re-engagement targets. Bass Pro then segmented targets by past purchase interest (Fishing, Hunting, Camping) and used a two-tier, category-specific offer sequence—yielding a 9% response to the first mailing and 4% to subsequent sends, and re-adding those subscribers to the active program.

Bass Pro Shops

Todd Jones

Senior Marketing Manager