Email Marketing Creativity

Best Use of Dynamic Email Content

McDonald's MyRewards Year in Review by Epsilon for McDonald's

McDonald’s pulled a 29..9% open rate with dynamic personalized emails for its Rewards Year-in-Review campaign. McDonald’s tapped into the unique tastes of each customer, assigning creative identifiers based on past mobile app behaviors: No two customers received the same email. The data variables included MyMcDonald's Rewards loyalty points and rewards status, go-to menu items, preferred pickup options, the number of deals redeemed and times of day. The highest click drivers, calls to action like “Redeem Now,” pulled a 1.4% click rate and 4.8% click-to-open rate.

Affiliated Agency: Epsilon: CRM Agency, Creative and Development; Wieden+Kennedy: Agency of Record, Creative Platform

Credits: Margaret Raczkowiak, Art Director, Epsilon Wesley Chaderton, Copywriter, Epsilon Jason Kertz, Creative Director, Epsilon Emma Lahvis, Project Manager, Epsilon Aaron Newton, Copy Editor, Epsilon Mike Dugo, QA, Epsilon George Palaszewski, Developer, Epsilon Siljan CD, Developer, Epsilon Yashaswini M.m., Developer, Epsilon Christina Rachel P, Developer, Epsilon Prashanth Dp, Developer, Epsilon

AARP Fraud April Discretionary Email by AARP Fraud Watch Network for AARP Fraud Watch Network

AARP Fraud Watch Network performed a public service while driving engagement with an email awareness campaign. It conveyed the importance of the network for the 50+ market due to its perceived vulnerability to scams. “From data thieves and money launderers to Medicare scammers and dark web masters, there are many different kinds of scammers out there,” it said. But AARP offered numerous tools to drive fraud awareness, like a scam tracking map and links to podcasts, a Fraud Resource Center and the Fraud Watch Network.

Affiliated Agency: ThomasARTS

Credits: Helisa Whitley, AARP Email Marketing Manager Teal Griffey, AARP Email Marketing Manager Kaely Wolf, TA Marketing Platform Technologist Amber Keel, TA Marketing Platform Engineer Caroline Peck, TA Associate Account Supervisor Kate Weed, TA Copywriter Damon Rasmussen, TA Art Director

State of Email Marketing: Email Greatness with Virgin Atlantic by Validity for Virgin Atlantic

Virgin Atlantic’s monthly email newsletter, Well Red, contains dynamic offers and blog content driven by customer preferences across tens of thousands of permutations. These range from welcome messages to personalized emails alerting customers who have booked a flight that they can earn points with car rentals. Content is augmented with carousels, touchpoints (e.g., interactive maps), animated GIFs, click-to-reveal elements, hover states, and dark mode optimization. The result: Header optimization has delivered a 355% increase in click-through rates and 80% of recipients find their emails useful.

Affiliated Agency: Kickstand Commuications

Credits: Jon Lockie: Lead Email Developer at Virgin Atlantic Tom Nowell: Marketing Technology Specialist at Virgin Atlantic

Best Email Newsletter

Helping professionals and investors not only follow business news, but understand the context and themes that shape it. by The Daily Upside for The Daily Upside

The Daily Upside is a newsletter with over 700,000 subscribers. Launched in September 2019 by Patrick Trousdale, it delivers analysis and financial news on topics ranging from Adam Neumann’s ambitious new real estate project to the ripple effects of inflation. Case in point: An issue featuring a deep dive into Google. This focus on deeper content and the breaking down of complex concepts in crisp, easy-to-read articles has produced an open rate of almost 50%—achieved with a full-time staff of less than 7 people.

Credits: Brian Boyle, Staff Writer, The Daily Upside Jim Impoco, Editor at Large, The Daily Upside Patrick Trousdale, Founder, The Daily Upside

Notes from the Dev Video Series by Email on Acid by Sinch for Email by Sinch

Email on Acid by Sinch is an email company that enhances customer engagement through its InboxReady product.. In addition, the company seeks to educate email practitioners with its monthly Notes from the Dev newsletter. Distributed within the newsletter and housed on YouTube is is a video series that breaks down everything related to email for its “email geek” audience members. After only three episodes, it has an open rate of 50%. And it has brought in hundreds of subscribers to Email on Acid’s YouTube channel.

Credits: Megan Boshuyzen, Senior Email Developer, Mailgun by Sinch

Mini Quarterly Newsletter by Mini and Merkle for Mini, Merkle

The Mini Flash is a quarterly newsletter unlike any other in the automotive industry. It serves two audiences—prospective buyers and current Mini owners. In the Winter (Q4) issue, prospects saw copy and art about giving the gift of Mini, while owners received content about add-ons for their Mini car. Mini expanded its testing to provide more relevant content based on a reader’s website activity. The data it collects helps inform the creative for the following newsletter and for email campaigns throughout the customer journey

Affiliated Agency: Merkle is the email agency of record for Mini, and runs the quarterly newsletter from concept to deployment with the build, copy, art, and activation.

Credits: Kim Drinker, Senior Account Director, Merkle John Lyons, VP, Group Creative Director, Merkle Danealle Khaimskiy, Senior Account Manager, Merkle Matthew DeGroot, Associate Creative Director, Merkle Shawn Shields, Creative Director, Merkle Chris Meringolo, Analytics Manager, Merkle Anto Inigo, Senior Director of Analytics, Merkle

AI/Machine Learning/Data Driven Marketing

In-Market Tire Accelerator by 9Rooftops for Belle Tire

Only 2-3% of the population is in market to buy tires in any given month. So Belle Tire needed an accurate data model to make predictions on customer needs. It achieved this with feature engineering and machine learning models, calculating the number of days until the next tire purchase for each customer. And marketing automation allowed it to deliver relevant 1:1 messaging and conversion incentives. The effort produced Increases in touchpoint engagement, conversion to purchase, a 1.7X average order value—and over 790 total conversions.

Credits: Jenna Weinholtz, CRM MANAGER, 9Rooftops Josh MacCarty, VP + DIRECTOR OF DATA SCIENCE & ANALYTICS, 9Rooftops Bryan Hadlock, VP + SENIOR CREATIVE DIRECTOR, 9Rooftops, Christina Devey – SENIOR DIRECTOR, CONSUMER ENGAGEMENT MARKETING AT BELLE TIRE

Validity Partners with Walgreens To Increase Customer Deliverability by Validity for Walgreens

Walgreen seeks to provide customers with email messages related to their behavior and needs. So it found a solution that allows it to analyze data, look at life cycles, and deliver customer needs at a much faster rate than before. Using trustworthy data, it can make strategic decisions based on consumer behaviors rather than hypothetical guesses. Overall, this data approach has led to a 99.5% inbox placement rate, a 27% lift in opens, a 30% lift in clicks, and a 10.5% lift in delivered messages.

Affiliated Agency: Kickstand Commuications

Credits: Guy Hanson, VP of Customer Engagement at Validity Jeff Karasinski, Senior Manager of Loyalty and Personalization at Walgreens

Verizon Protect Spring Open Enrollment by Publicis CRMOne for Verizon

Many consumers choose not to enroll in a protection plan when purchasing a new phone. But Verizon knew that Spring and Fall Open Enrollment is a good time to remind customers of the benefits of Verizon Mobile Protect. The team used AI and behavior insights based on previous converters to identify and expand the target with lower deciles and deliver messages in a more contextually relevant way. Refined targeting and data-driven messaging led to a 51% improvement in incremental takes and $378K in increased revenue.

Affiliated Agency: Publicis CRMOne - Marketing agency

Credits: Verizon Clients Patricia Foster, Director, Verizon Karen Cramer - Manager, Verizon Michael Shapiro, Director, Verizon Geri Berman - Manager, Verizon Publicis CRMOne - Agency Melinda Frye - Account Director, Publicis CRMOne Devon Keiderling - VP Group Creative Director, Publicis CRMOne Stacy Van Wickler - Associate Creative Director, Publicis CRMOne Carly Kazempoor - Associate Copywriter, Publicis CRMOne Brian Vanderschauw - Associate Art Director, Publicis CRMOne Jeff Forman - Senior Strategist, Publicis CRMOne Raul Rivera - Associate Creative Director, Publicis CRMOne Falaq Hemani Mistry - Strategy Director, Publicis CRMOne Jeff Forman, Senior Strategist, Publicis CRMOne Kathryn McGinn - Account Manager, Publicis CRMOne Jasmine Lopez - Project Manager, Publicis CRMOne Jamie Nelson - Senior Developer, Publicis CRMOne Jonathan Andrews - Senior Developer, Publicis CRMOne Daniel Hammond - Lead Developer, Publicis CRMOne Leonardo Chinchilla - Production Creative Lead, Publicis CRMOne

Content Marketing

Get Organized and Declutter like a Pro Webinar Event by AARP for AARP Family Caregiving

AARP's email campaign for the free “Get Organized and Declutter Like a Pro” webinar promoted registration for the event, which featured the National Association of Productivity and Organizing Professionals. The emails also offered information about other resources -- including webinars about avoiding online fraud, and about caregiving. The emails were targeted to registered subscribers based on their preferences, recent engagements with other resources and prior engagements with online events sponsored by AARP.

Affiliated Agency: ThomasARTS

Credits: Rene Wakefield, AARP Senior Marketing Strategist Kelley Rosati, AARP Marketing Strategist Amanda Rush, AARP Email Marketing Manager Scott Anderson, TA Marketing Platform Technologist Amber Keel, TA Marketing Platform Engineer Parker Trowbridge, TA Account Supervisor Rob Atkinson, TA Creative Director Nicole Reed, TA Art Director

Common Medicare Mistakes to Avoid Webinar Event Emails by AARP for AARP

To promote the webinar “Common Medicare Mistakes to Avoid,” AARP sent emails to highly targeted individuals who were aging in or eligible to adjust their Medicare enrollment. The messages referred to Medicare mistakes that could result in penalties, or cost people money -- such as missing the enrollment window. The emails also provided opportunities for recipients to explore other relevant resources, such as a webinar about Social Security.

Affiliated Agency: ThomasARTS

Credits: Rene Wakefield, AARP Senior Marketing Strategist Barrett Katlin, AARP Marketing Strategist Amanda Rush, AARP Email Marketing Manager Scott Anderson, TA Marketing Platform Technologist Amber Keel, TA Marketing Platform Engineer Parker Trowbridge, TA Account Supervisor Rob Atkinson, TA Creative Director Nicole Reed, TA Art Director

Crocker & Starr Born to Sparkle by WineGlass Marketing for Crocker & Starr Wines

For its 25th anniversary, the winery Crocker & Starr launched its first Sparking Blanc de Noirs. Wineglass Marketing's campaign for the winery and the new sparking line used the tagline “Born to Sparkle.” Emails that were sent as part of the multi-platform campaign urged recipients to “Get your sparkle on,” and included links to the company's social media accounts.

Credits: Nathan Chambers, Account Director, Wineglass Marketing Alani Flores Carillo, Account Manager, Wineglass Marketing Jason Mai, Social Media Manager, WIneglass Marketing Gaynor Strachan Chun, Director of Strategy, Wineglass Marketing Eduardo Lago, Creative Director, Wineglass Marketing Stephanie Wolden, Creative Supervisor, and Photographer, Wineglass Marketing Cyrus Hazzard, Executive Vice President, Crocker & Starr Pam Starr, Owner/ Founding Winemaker, Crocker & Starr

Best Use of Interactive Emails

Fashion & Deals - Progressive Polling by DSW for DSW

DSW, a seller of shoes, handbags and fashion accessories, sought to further personalize its emails based on zero-party data. So it conducted an email survey, asking customers about their weekend plans, providing four options. it then sent an email with retargeted header images and dedicated web crops based on the polling selections. SW used a single HTML file, resulting in significant production efficiencies. The email polling produced a 70% in the conversion rate and a 37% increase in demand per contact, compared to generic content.

Affiliated Agency: Movable Ink (personalized content engine)

Credits: Erin Zahler, Digital CRM Manager, DSW

Mother's Day Polling by Tinuiti for Bombas

Bonbas asked subscriber’s, “What’s Your Mom Like?” in a survey prior to Mother’s Day 2022. The options, including natural athlete, style icon, likes a cozy night in, likes the finer things and she’s one of a kind, helped in creating six different email versions, with dynamic creative tailored to each user based on their engagement and selections. Bombas saw a +81% conversion rate increase YoY and a +48% hike in revenue. Bombas plans to conduct a similar campaign prior to the upcoming holiday shopping season.

Credits: Emily Clarkson, Sr. Director of Lifecycle Marketing, Tinuiti Kellie Collins, Associate Director of Lifecycle Marketing, Tinuiti Heidi Pauer, Lifecycle Marketing Strategist, Tinuiti

The Netcore + Myntra Grammy Campaign by Netcore Cloud for Myntra

Myntra, India’s largest ecommerce fashion and lifestyle store, launched an AMP-accelerated email campaign to collect zero-party data for ongoing use. The short interactive survey was woven seamlessly into the message and content that featured fashion looks tied to this year’s Grammy awards. Driven by AMP (accelerated mobile pages), the campaign generated a 140% lift in survey responses without driving users out of the inbox and the browsing experience. Myntra accumulated several thousand incremental data points to help it better serve users with more personalized messaging.

Credits: Anil Pradhan, Senior Manager, Myntra; Anand R - Manager CSM, Ganesh Rai - Product Manager, Netcore; Santosh Valecha, Head of CS, Netcore; Ganesh Rai, VP, Netcore; Chaitanya Chinta, Head of Email; Kedar Parikh, VP, Netcore; Matthew Vernhout, VP, Netcore

Loyalty or Membership Programs

Small Business eNewsletter (eNL) January Year End Recap by American Express for American Express

American Express sends a small business newsletter called eNL to members, summarizing their account activity and highlighting new offers. In 2021, it added a annual lookback, with personalized data vizualizations. This was sent to almost 2 million Amex Global Services cardmembers. The revamped eNL was the most successful business newsletter campaign to date, with 17 unique data points. The effort drew a 64% increase in click-through rates compared to the standard monthly newsletters. In addition, there was a 30-35% increase in total and unique clicks.

Affiliated Agency: Ergo (agency); Movable Ink (martech personalization software)

Credits: Jolie Horne, Senior Analyst; Amex Jane Murphy, Senior Analyst; Amex

The Ghostbusters: Afterlife Sweepstakes by Sony Rewards and Merkle for Sony Rewards, Merkle

Ghostbusters is back. Sony Rewards has sent an email newsletter to increase excitement about the release of Ghostbusters Afterlife and acquire new members. It featured a landing page with a slot-styled wheel that consumers could spin to win prizes. The promotional email campaign reached over 5 million prospective participants across 4 operating companies. It pulled a 56.1% lift over target, with more than one in four prospects opening their emails. In addition 5.8% clicked through, and 20% shared the program via email with their friends.

Affiliated Agency: Merkle collaborated with Sony Rewards to develop the campaign concept, strategy, and execution of the landing page and email promotion. Merkle was also responsible for the creative assets used throughout the promotion.

Credits: Dustin Klare | Senior Creative Director | Merkle Mike Shaffer | Creative Director | Merkle Allie Gecht | Art Supervisor| Merkle Elson Lee | Sr. Art Director | Merkle Brandon Wamsat | VP, Account Director | Merkle Grace Hink| Account Cordinator| Merkle

Scene+ Launch by William Thomas Digital for Scene+

Canadian loyalty program Scene+ offers rewards across a number of lifestyle categories. In 2021, it sought to generate awareness among its more than 10 million members throughout Canada by using data-driven personalization. It educated members on how they could engage with the program, and earn and redeem awards. The rebrand launch proved extremely valuable, with up to 64% of members showing awareness of new banking features and 35% of travel and shopping experiences. All this took place within a few weeks of the national launch.

Affiliated Agency: William Thomas Digital

Credits: Matthew Seagrim - Managing Director, Scene+ Navin Singh – Vice President, Marketing, Scene+ Susan LeBlanc – Director of Marketing, Scene+ Ray Sabharwal – Director of CRM, Scene+ Greg Thompson – Senior Manager, CRM, Scene+ Greg Elliott – Managing Director, William Thomas Digital Frank Cristiano, Chief Client Officer, William Thomas Digital Anne Chudy – Vice President, Strategy, William Thomas Digital Ron Ramos – Director, Marketing Technology, William Thomas Digital Don Braithwaite - Email Development Lead Brett Cooper - Creative Lead Blair Walkowiak – Account Director, William Thomas Digital Katarina Ulsrud – Account Supervisor, William Thomas Digital Rachel Mudge – Account Supervisor, William Thomas Digital

Lifecycle Programs

South Park Movie Events: Targeted Email Campaign by Paramount+ for Paramount+

Streaming churn -- where viewers sign up for a limited time just to catch one movie or TV show -- and then unsubscribe , is a constant problem for CTV services. Paramount+ used a series of automated emails after some exclusive "South Park" content for those specific Paramount+ users. The email talked up “New Discoveries Await” which ultimately tacked on one million more minutes than anticipated -- and a 9.6% lift in users who resumed their subscription over others who departed. Hello, "Star Trek"!

Credits: Paramount+

Single Line Add a Line by Publicis CRMOne for Verizon

Single-line mobile phone customers -- some seven million at Verizon -- were targeted with reasons to add more lines to their account. The focus: connecting a home-life device/service with a work-life device/service under the theme: “Do More On More devices”. Helping move this whole package along was a discounted price offer for the new devices when adding the second line service. The campaign boosted click-through rate (CTR) by 83%. Hello? Hello!

Affiliated Agency: Publicis CRMOne - Marketing agency

Credits: Verizon Clients Patricia Foster, Director, Verizon Roberta Diaz, Senior Manager, Verizon Kat Cummings, Manager, Verizon Michael Shapiro, Director, Verizon Peter Pelosi, Manager, Verizon Publicis CRMOne - Agency Nudrat Kadir - Strategist, Publicis CRMOne Falaq Hemani Mistry - Strategy Director, Publicis CRMOne Kristin Clarke - Associate Account Director, Publicis CRMOne Andy Garafalo - VP Account Services, Publicis CRMOne Alannah Anderson - Account Manager, Publicis CRMOne Jennifer Anders - Project Manager, Publicis CRMOne Allison Benevento - Associate Account Director, Publicis CRMOne Brian Vanderschauw - Associate Art Director, Publicisis CRMOne Sandy Moore - Senior Copywriter, Publicis CRMOne Devon Keiderling - VP Group Creative Director, Publicis CRMOne Jim Catapano - Associate Editorial Supervisor, Publicis CRMOne Stacie Knable-Crook - Supervisor, Editorial, Publicis CRMOne Adam Feinberg - Senior Proofreader, Publicis CRMOne Alex Burgos - Senior Proofreader, Publicis CRMOne Jeiner Perez - Development, Publicis CRMOne Jamie Nelson - Development CM, Publicis CRMOne Alejandra Arroyo - QA, Publicis CRMOne

Scene+ Launch by William Thomas Digital for Scene+

Loyalty programs continue to rise -- and in Canada. Scene+ launched a year ago became the leading purveyor in that country. Now expanding into new areas -- flights, hotels, car rentals, and other shopping rewards -- the rebrand amped up efforts. Some 22 million personalized messages in just a few weeks. And that meant 64% of Scene+ members became aware of new banking features, with more than 150,000 members engaging overall. Click to open rates grew 170%. Rewards keep coming.

Affiliated Agency: William Thomas Digital

Credits: Matthew Seagrim - Managing Director, Scene+ Navin Singh – Vice President, Marketing, Scene+ Susan LeBlanc – Director of Marketing, Scene+ Ray Sabharwal – Director of CRM, Scene+ Greg Thompson – Senior Manager, CRM, Scene+ Greg Elliott – Managing Director, William Thomas Digital Frank Cristiano, Chief Client Officer, William Thomas Digital Anne Chudy – Vice President, Strategy, William Thomas Digital Ron Ramos – Director, Marketing Technology, William Thomas Digital Don Braithwaite - Email Development Lead Brett Cooper - Creative Lead Blair Walkowiak – Account Director, William Thomas Digital Katarina Ulsrud – Account Supervisor, William Thomas Digital Rachel Mudge – Account Supervisor, William Thomas Digital

Multiple Messaging

AMCN Holiday Campaign Video Test by Zeta Global for GMR | AirMedCare Network

AirMedCare Network (AMCN) wanted to emphasize giving during the 2021 holiday season, but faced competition from the usual avalanche of messages. Also, it wanted to explain AMCN and Fly-U-Home (FUH) services. It developed a campaign to engage current and prospective AMCN and FUH members, starting with an animated holiday-themed campaign icon. This visual centerpiece appeared in all touches. This was followed by personalized videos that told the AMCN and FUH stories. This approach drove an 87.5% lift in AMCN memberships, 127.4% more than static emails.

Affiliated Agency: Xfluence - DXP platform and video editing partner

Credits: KRIS GEIST - Executive Creative Director, Zeta, CHRISTINE CUCUZZA - Global Creative Director, Zeta, NICOLE STEVENS - Associate Creative Director, Zeta, MIKE WILSON - CD Copywriter, Zeta, ANDRÉA FORSYTHE - Art Director, Zeta, DANIELLE MISHKIT - Creative Project Manager, Zeta, TRACY MUELLER - Director, CX Strategy, Zeta, TRELA WILLIAMS - Senior Account Director, Zeta, CAITLIN SUITS - Account Director, Zeta, SHALAINA OCASIO - Senior Account Manager, Zeta

McDonald's Menu Hacks by Epsilon for McDonald's

McDonald’s tapped into the viral Gen Z and millennial subculture by combining familiar items in specialized, off-menu creations generated by customers themselves. Among them were the Hash Brown McMuffin and Crunchy Double. This Menu Hacks campaign drove a 27% increase in transaction frequency, a 36%+ increase in average check size and an +80% boost in margin per customer. A spiritual successor to McDonald’s Famous Orders (e.g., the Travis Scott Meal), the Menu Hacks campaign pulled a 23% unique open rate and an 11% click-to-open rate.

Affiliated Agency: Epsilon: CRM Agency, Creative and Development; Wieden+Kennedy: Agency of Record, Creative Platform

Credits: Michael Poenar, Art Director, Epsilon Wesley Chaderton, Copywriter, Epsilon Jason Kertz, Creative Director, Epsilon Emma Lahvis, Project Manager, Epsilon Isha Joshi, Project Manager, Epsilon Aaron Newton, Copy Editor, Epsilon Mike Dugo, QA, Epsilon George Palaszewski, Developer, Epsilon Christina Rachel P, Developer, Epsilon Prakash Anthony, Developer, Epsilon Ravindra L, Developer, Epsilon Bikramjit singh deo, Developer, Epsilon Madhava Keerthy, Developer, Epsilon yashaswini m.m, Developer, Epsilon Ekta Chauhan, Developer, Epsilon

Data Axle & See’s Candies 2022 Seasonal Email Marketing Campaign by Data Axle for See’s Candies

See’s Candies hit the sweet spot with a three-part email strategy. One animated email, asking “Down to the Last Piece?” showed the contents of a box rapidly disappearing. The same approach was used for Father’s Day, but with the line, “Dad Deserves More (See’s!).” Then there was the Easter Candy-Cuterie, a collection of eggs and bunnies deemed “Perfect for Brunch & Hunts.” The seasonal strategy achieved its business goals, driving revenue, increasing customer lifetime value and delivering unique experiences for both prospects and existing customers.

Credits: Laura Smith, Art Director, Data Axle Stephani Kuehn, Sr. Designer, Data Axle Donna Scoggins, Sr. Copywriter, Data Axle Cheryle Ross, Sr. Strategic Director, Data Axle Nathan Sinnamon, Sr. Account Manager, Data Axle Shannon Busby, Account Director, Data Axle

Sales/Contests/Offers

T-MOBILE TechUp Email Series by Zeta Global for T-Mobile

T-Mobile used an email campaign to persuade smartphone customers that they needed a device upgrade because of changing network technology—a difficult task. This holiday effort featured familiar lifestyle imagery and the best options for phones and deals. T-Mobile’s November Touch emailing pulled an aggregate unique open rate of 52% and a 21.4% unique click-to-open rate. The December Touch email generated a 42.2% aggregate open rate and unique click-to- open rate of 18.1%. In a CTA test, the winner showed an average lift of 66%.

Affiliated Agency: Movable Ink - Real- time testing

Credits: KRIS GEIST - Executive CD, Zeta, RICH PATTERSON - Director of Creative Strategy, Zeta, EMILY PRESTON - Creative Director and Copy, Zeta, KIERAN GRANT - Art Director, Zeta , ANNABELLE SMOOT - Art Director, Zeta, MARIE SCHULTZ – Copywriter, Zeta, AMY LEE - Traffic Manager, Zeta, HEATHER ANDING - Senior Account Director, Strategic Consulting, Zeta, PHILLIP EBY - Director of Analytics, Zeta, JEFF MINBIOLE - Account Manager, Zeta, NICK LENCIONI - Account Manager, Zeta

Cuisinart 2022 Ice Cream Contest Campaign by Cuisinart for Cuisinart

Cuisinart celebrated the hottest part of the summer with the 2022 Ice Cream Contest Campaign that promoted Cuisinart’s ice cream makers while offering consumers a chance to win one. The effort included email, social media (with boosted posts, through influencers & organic posts) and the web. Cuisinart exceeded its 2021 open rate by 36%, click rate by 89% and revenue by 133%. The open rate was 48%, the click rate 5% and the click-to-open rate 10%. The makers featured in the email drew increased revenue.

Affiliated Agency: MAGRINO Public Relations and WHEREOWARE

Credits: • Christine Kapp, Senior Digital Marketing Manager, Cuisinart • Brooke Moylan, Digital Account Supervisor, MAGRINO Public Relations • Ashley Stott Streich, Senior Digital Project Manager, WHEREOWARE

Motorlux Event Campaign by Hagerty for Hagerty

In 2021, Hagerty acquired McCall's Motorworks Revival, the longstanding kickoff party of Monterey Car Week. It then had to drive sold-out attendance for the event rebranded as Motorlux, communicate the ownership change and promote the live first-time auction by Broad Arrow Group. It did this with a combined email-SMS campaign. Hagerty's first Motorlux sold out with more than 3,000 attendees, and Broad Arrow Group's inaugural auction exceeded its goal with $55M+ in sales. And, more than 500 ticket-holders opted in to receive future Monterey communications.

Affiliated Agency: N/A

Credits: James Russell, Digital Communications Specialist, Hagerty; Matt Spadaro, Digital Copywriting Manager, Hagerty; Chelsey White, Digital Communications Manager, Hagerty; Ben Walmer, Senior Manager of Digital Communications, Hagerty; Felicia Ramadan, Digital Communications Specialist, Hagerty; Megan Himmel, Digital Communications Specialist, Hagerty; Nathan Petroelje, Editor, Hagerty; Logan Calkins, Manager of Events, Hagerty; Amy Cutter, Senior Event Coordinator, Hagerty; Sarah Schoenlein, Senior Event Coordinator, Hagerty.

Business To Business

HD Supply Hospitality Vertical Campaign by HYPED for HD Supply

HD Supply made email marketing a primary focus in 2019. But it first needed to streamline its data architecture to build dynamic, segmented email campaigns. The effort started with Hospitality. This sector accounted for 1% of total revenue —an average of 5 figures per month. One challenge was that a user’s brand-approved products were scattered randomly among unapproved products. HD Supply deployed dynamic product recommendations, URLs, logos and banners. Soon, there was a 1,575% increase in monthly revenue, becoming the largest revenue-driver in the company.

Credits: Managing Director Gregory Bylos, HYPED Account Director Ken Towne, HYPED Creative Director Jarred van de Voort, HYPED Art Director Taylor Kane, HYPED VP of Marketing Rebecca Charles, HD Supply

5G Business Internet Abandoned Cart by Publicis CRMOne for Verizon

Verizon scored with its 5G Business Internet service during the 2022 Super Bowl. But not everyone completed the purchase. Verizon sent a three-touch email stream to remind business owners of why they got a 5G quote in the first place. The first echoed the Super Bowl campaign, the second reminded them of the cart they abandoned and the third offered to answer questions in whatever form they chose. The effort produced a 52% open rate, a click-to-open rate of 14.4% and 47% more marketing-qualified leads.

Affiliated Agency: Publicis CRMOne - Marketing agency

Credits: Verizon Clients Kristy Murphy, Senior Digital Marketing Manager - Demand Generation, Verizon Theresa Valenti, Senior Manager - Marketing Activation, Creative Marketing Group, Verizon Trisha Sparks, Digital Marketing Manager - Demand Generation, Verizon Jessica Gager, Manager - Marketing Activation, Creative Marketing Group, Verizon Karen Henry, Marketing Manager - Base Growth, Verizon Publicis CRMOne - Agency Carina Mracek, Account Director, Publicis CRMOne Taylor Fincik, Senior Account Manager, Publicis CRMOne Jessica Lee, Vice President, Creative Director, Publicis CRMOne Doug Boost, Associate Creative Director, Publicis CRMOne Christie Adema, Senior Art Director, Publicis CRMOne Dionne Sinckler, Senior Project Manager, Publicis CRMOne Fredie Jamie, Technology Director, Front End Developer, Publicis CRMOne Krishna Ramnath, Associate Director, Technology, Publicis CRMOne Charles Vickers, Director, Quality Assurance, Publicis CRMOne Marc Paul, QA Manager, Publicis CRMOne Edgar Conejo, Creative Engineer,Publicis CRMOne Elisa Morua Leon, QA Lead, Publicis CRMOne Rodrigo Brenes, Creative Engineer, Publicis CRMOne Prasad Surve, QA Analyst, Publicis CRMOne Tanya McCarthy, QA Engineer, Publicis CRMOne Jimmy Chen, Quality Assurance Engineer, Publicis CRMOne

Total Mobile Protection 2022 Spring Open Enrollment by Publicis CRMOne for Verizon

Verizon knew that its Open Enrollment was a good time to remind Verizon Business customers who had not protected their phones with insurance, of the risks of loss, theft or damage. It created an 8-touch email and SMS campaign to re-engage these customers, tailoring the messages based on data about their devices and business vertical. There were three persuaders: Same-day replacements, unlimited cracked screen repair, and post-warranty coverage. Verizon’s activations increased 83% YOY, and revenue exceeded expectations.

Affiliated Agency: Publicis CRMOne - Marketing agency

Credits: Verizon Clients Angela Falletti, Senior Manager – Marketing, Base Growth & CRM, Verizon Business Group Jennie Fussell, Base Growth & CRM, Verizon Business Group Theresa Valenti, Senior Manager – Marketing, Marketing Activation, Verizon Dominick Dichio, Marketing Manager, Base Growth & CRM, Verizon Elizabeth McLaughlin, Marketing Manager, Base Growth & CRM Digital Lifecycle, Verizon Publicis CRMOne - Agency Carina Mracek, Account Director, Publicis CRMOne Ricarda E. Cabrera, Senior Account Manager, Publicis CRMOne Stephanie C. Chu, Account Coordinator, Publicis CRMOne Ryan Moglia, Senior Vice President, Group Strategy Director, Publicis CRMOne Jessica Lee, Vice President, Creative Director, Publicis CRMOne Doug Bost, Associate Creative Director, Publicis CRMOne James Tan, Art Supervisor, Publicis CRMOne Tim Apter, Senior Copywriter, Publicis CRMOne Leonardo Avendando, Senior Creative Designer, Publicis CRMOne Dionne Sinckler, Senior Project Manager, Publicis CRMOne Frederick Jaime, Technology Director, Front-End Engineer, Publicis CRMOne Krishna Ramnath, Associate Director, Technology, Publicis CRMOne Marc Paul, QA Manager, Publicis CRMOne Yogeeta Sawh, Senior Email Developer, Publicis CRMOne Rodrigo Brenes, Creative Engineer Production, Publicis CRMOne Carol Nunez, Creative Engineer Production, Publicis CRMOne Susan Becker, Email Developer, Technologist, Publicis CRMOne Jose C. Quesada, Associate Front-End Engineer, Technology, Publicis CRMOne

Email Marketing Sector Campaigns

Entertainment

"Ultimate Cowboy Showdown" by INSP for INSP

The email campaign for Ultimate Cowboy Showdown aimed to entice new viewers while also exciting returning fans. The initiative involved sending a themed email each week, timed with the airing of each of 10 new episodes. The creative incorporated dramatic headers and bold fonts, as well as rugged edges and other elements from the show.

Credits: Hayes Tauber, Executive Vice President of Marketing, INSP Tina Lloyd, Vice President, Digital Content and Social Media, INSP Zach Chambers, Vice President, Creative Design, INSP Paul Snyder, Creative Director, Graphic Design, INSP Oscar Arango, Art Director, Graphic Design, INSP Patrick McGill, Graphic Designer II, INSP Danielle Teel, Senior Coordinator, Loyalty Marketing, INSP Darlene Cah, Senior Writer & Editor, INSP

"The Zone Newsletter" by NBA for NBA

The NBA daily newsletter, “The Zone,” was personalized for recipients based on the teams and players fans follow and like. The newsletter can be reordered and modified without changes to the template. “The Zone” includes blog posts from NBA.com, and also populates the upcoming league schedule, team statistics leaders, logos, and game summaries for recipients’ favorite teams. Personalization powered by a single data point led to a 42% increase in click-through rates, compared to non-personalized content.

Affiliated Agency: Movable Ink (personalized content engine)

Credits: Patrick Smith, Director CRM Products & Operations, NBA Kara Loyal, Director CRM & Email Solutions, NBA Stefanie Fertitta, Fan Lifecycle Lead, NBA Zoe Haynes, Email Solutions Manager, NBA Andrew Perell, Head of CRM, NBA

The Offer by Paramount+ for Paramount+

To promote “The Offer,” a series about the making of “The Godfather,” Paramount+ created a dedicated email centered around “Godfather” themes. An image on the email contained the puppet-master graphic over the words “The Offer.” The email also informed people they could view the entire “Godfather” trilogy, and described other series -- including “Halo,” “1883” and “Picard” -- as similar to “The Offer.”

Credits: Paramount+

Wildcard

"Get on The Bus" - The Netcore + redBus AMP for Email Survey Campaign by Netcore Cloud for redBus

Broadening its bus ticketing platform, RedBus, an Indian seller connecting bus travelers with some 3,500 operators, the company looked to expand their 36 million customer base with new communication programs through surveys where users enter key data points -- specifically bringing a the landing page into the email inbox thus avoiding an click through email: RedBus generated a 11.3 times lift in survey response rates versus an regular click-through email creative. More time to get on the bus.

Credits: Rashi Gupta - Assistant Manager Brand Marketing, redBus; Aman Kurl - Associate Director - Brand Marketing, redBus; Anand R - Manager CSM, Ganesh Rai - Product Manager, Netcore; Santosh Valecha, Head of CS, Netcore; Ganesh Rai, VP, Netcore; Chaitanya Chinta, Head of Email; Kedar Parikh, VP, Netcore; Raghavendranath Gujarati, Netcore; Matthew Vernhout, VP, Netcore

Mini Owner Return to Market (ORTM) Email Stream by Mini and Merkle for Mini, Merkle

BMW’s automotive brand, Mini, took benefits from the always-on email streams from its agency Merkle to time messages just days before Mini lease owners deals would expire -- all of which works with 78% of Mini owners nearing the end of their leases. The new campaign talked up special bigger and quicker vehicle options -- as well as some urgency fueled by a “Accelerate The Fun” theme along with quicker dealer on-screen contact options. Strong conversions/revenue results occurred. Vroom, by all accounts.

Affiliated Agency: As the email agency of record for Mini, Merkle set up an always-on email stream to glean insights that enabled the agency to make recommendations that better and more strategically connect with the owner return to market (ORTM) audience, and used the same

Credits: Kim Drinker, Senior Account Director, Merkle John Lyons, VP, Group Creative Director, Merkle Danealle Khaimskiy, Senior Account Manager, Merkle Matthew DeGroot, Associate Creative Director, Merkle Shawn Shields, Creative Director, Merkle Chris Meringolo, Analytics Manager, Merkle Anto Inigo, Senior Director of Analytics, Merkle

January 2022 Campaign by Epsilon for Homes & Villas by Marriott International

Looking to spur more private home rental -- in Hilton Head; Park City, Utah; or New Orleans, for example -- during spring break/Easter vacations, Marriott offered to double its loyalty points through its Marriott Bonvoy loyalty program for its Homes & Villas business. Mid-winter January email campaigns tempted with warm weather escapes, light and airy getaways images which pushed bookings ever higher 159% more revenue than the 2022 (January-July) average per campaign and 140% more bookings overall. A chaise lounge awaits.

Credits: o Hilary Cook, VP Client Partner, Epsilon o Deirdre Lohr, Senior Director Associate Client Partner, Epsilon o Jamie Wilson, Client Account Director, Epsilon o Jenna Gregoire, Account Executive, Epsilon o Belinda DiSilvio, Lead Program Manager, Epsilon o Marcy Barbosa, Senior Operations Manager, Epsilon o Kirsten Webb, Project Manager, Epsilon o Mike Weaver, VP Strategic Consulting, Epsilon o Matthew Lindenberg, VP Strategic Consulting, Epsilon o Reed Pankratz, Director Email Strategy & Channel Orchestration, Epsilon o Alexandra Kenyon, Director Audience Strategy, Epsilon o Gillian Tahajian, Strategic Consultant, Epsilon o Mimi Wilson, Director Creative, Epsilon o Oreste Gallo, Lead Art Director, Epsilon o Christa Salem, Art Director, Epsilon o David McMillan, Senior Copywriter, Epsilon o Ryan Vasicek, Copy Editor, Epsilon o Jennifer Gambacurta, Creative Operations Manager, Epsilon o Maddy Pollard, Creative Project Manager, Epsilon o Ross Broderson, VP Enterprise Architecture, Epsilon o Troy Barnes, Senior Director Solutions Architecture, Epsilon o Dennis Erker, Principal Business Systems Analyst, Epsilon o James Broadbent, Senior Business Systems Analyst, Epsilon o Katrina Anderson, Associate Business Systems Analyst, Epsilon o Joey Anderson, Senior Operations Manager, Epsilon o Brooke Quinn, Senior Business Systems Analyst, Epsilon o Daniel Jason, Senior Software Engineer, Epsilon o Ryan Herbert, Senior Business Systems Analyst, Epsilon o Theresa Condict, Director Analytics, Epsilon