Case Study: Vans achieves a 52% lift in unique click rate with Zeta Global's reactivation solution

Vans achieves a 52% lift In unique click rate with Targeted re-engagement

Vans faced significant customer inactivation and wanted to reactivate once-loyal subscribers rather than incur the higher cost of acquiring new customers. They partnered with Zeta Global to design a targeted re-engagement program, leveraging Zeta’s research on inactive audiences and its Quick Test capability to create a reactivation-themed campaign.

Zeta Global ran a three-day test to nearly a quarter million subscribers, using a 30/30/40 Quick Test split with the subject line “We’ve Missed You,” comparing a standard promotional control to a reactivation creative that combined prior messages, product launches and offers. The reactivation creative won within hours, was deployed to the remainder of the list, and delivered a 52% lift in click rate and 17% of mailed subscribers re-engaged.

Vans