Lead generation boost through audience-targeted communication for MEINKAUFSTADT Vienna
Intro
By using a creative strategy from e-dialog tailored to platforms and target audiences, MEINKAUFSTADT Vienna reduces the cost per lead by 89%
Challenge
In its newsletter, MEINKAUFSTADT Vienna provides information about events, new shops, restaurants, and much more – to strengthen purchasing power and support Viennese companies. Newsletter subscriptions are generated via the website and social media.
From summer 2024, there was a drastic and rapid increase in lead costs for subscriptions on all previous platforms (Meta CPL November €30.45).
The successful implementation of this campaign shows how important it is to react flexibly to changing conditions in digital marketing. With e-dialog, we tested innovative ways to optimize lead generation for the MEINKAUFSTADT Vienna newsletter and address new target groups. Through the targeted use of platform-specific creatives and strategic optimizations, we were able to significantly reduce lead costs and gain valuable insights for future campaigns. The results show that creative messaging and precise targeting are crucial for successfully addressing users on different platforms.
Measures
To highlight the added value of the newsletter for users and to achieve a reduction in costs per potential subscriber, we evaluated which platforms are ideal for reaching them. Based on this, a tailored creative strategy was developed – aligned with the target group and platform. In this way, potential subscribers are addressed exactly where they are active – with perfectly tailored messages and creatives.
Results
The results are convincing. Over a period of just five weeks, 855 readers were convinced of the newsletter’s added value. In addition, the cost per subscriber on Meta was reduced from €30.45 to €3.07 and on TikTok even from €248.76 to €18.72. The results underline the influence and relevance of audience- and platform-specific creatives on campaign performance.
- Leads in 5 weeks
- % CPL (Cost per Lead)
