Email Marketing Creativity

Best Use of Dynamic Email Content

Silk Thanksgiving Recipes Email by Response Media for Danone - Silk

The 2020 holidays sure looked… different. With the quarantine weight gain, it was ever more prescient to keep all of the comfort foods light. Silk sent an email with unique and lighter seasonal recipes while incentivizing customers with a coupon. The email included a personalized subject line depending on the customer’s interests, which were divided into groups. These preference-based emails containing relevant content to the audience drove higher open and click rates than the generic control group, significantly outperforming it.

Credits: Carisa Cook - Senior Associate Manager, Integrated Marketing at Danone Jennifer Stewart - Senior Account Director, Response Media Vencilla Ejaz - Account Executive, Response Media Heather Harshman - Senior Art Director, Response Media Brannon Combs - Art Director, Response Media Arianne Berens - Copywriter/Proofreader/QA Specialist, Response Media Taylor Green - Jr. Copywriter, Response Media Alex Walton - Operations Manager, Response Media Brittney Miller - Email/Front-End Developer, Response Media Mary Pate - Senior Email Marketing Manager, Response Media Alec Angell - Email Marketing Manager, Response Media

AARP Fraud Watch Network Summer Fraud Email Campaign by AARP for AARP

To promote awareness of the Fraud Watch Network for the 50+ demographic, AARP Fraud rolled out a targeted email campaign. Aside from raising awareness, the campaign also offered ways to avoid gift card scams, as well as fraud-prevention resources and services for preventing fraud and scams. The messaging varied depending on the level of engagement with the program and the recipient’s member status. This campaign boasted clean, elegant design, engaging graphics, watchdog alerts, location-based scam reports and more.

Affiliated Agency: ThomasARTS

Credits: Helisa Whitley, AARP Fraud Marketing Kaely Wolf, TA Marketing Platform Technologist Justin Stofferman, TA Marketing Platform Architect Caroline Peck, TA Senior Account Manager Gary Sume, TA Copywriter Damon Rasmussen, TA Art Director

Courier Waybills Return Kit Digitization Program by William Thomas Digital for Rogers Communications

Life happens. People move houses. They change and upgrade services. With Rogers’ new personalized digital program, returning a wireless phone or accessory became a breeze. The new cost-efficient program enabled by a sophisticated automated CRM program helped increase operational productivity, reduced late return, and made the process easier for consumers. With the new program, waybills can be printed at home or the QR code can be scanned from the phone at Canada Post location to print and attached on-site.

Credits: Greg Elliott, Managing Director, William Thomas Digital Alice Keogh, Senior Director - Client Delivery, William Thomas Digital Yuval Sinai, Director - Solutions Architect, William Thomas Digital Ron Ramos, Director- Marketing Technology, William Thomas Digital Juan Jimenez, Senior Digital Project Manager, William Thomas Digital Account Manager, Kailey Borg, William Thomas Digital Alex Tran, Manager, RPA Intake Assessment, Rogers Communications Ayman Elhakim, Sr Manager, Tech Hub PI, Rogers Communications Michael Snedden, Director Residential, Rogers Communications John Wallis, VP, Data Analytics & Mkt Tech, Rogers Communications Shafiul Fuad, Senior Director, CRM Operations, Rogers Communications Simone Lumsden, SVP & Chief Marketing Officer, Rogers Communications

Best Email Newsletter

Mercedes-Benz Inroads newsletter by Publicis Groupe for Mercedes-Benz

In early 2019, the Mercedes-Benz eCRM team embarked on reinvigorating its low-funnel sales channel called InRoads that was promoting vehicles, service maintenance and other products to a broad. To do that, Mercedes-Benz eCRM team partnered with Publicis Groupe. As a result, the bimonthly newsletter was transformed into a sophisticated editorial with a glossy magazine feel that is allows to target customers with extreme precision. InRoads features incredible vehicles as well as celebrity brand ambassadors, luxury partner hotels, advocacy for social justice and charitable organizations.

Affiliated Agency: Publicis Groupe

Credits: Wayne Fujita, Group Creative Director, Publicis Sapient Art Vaughan, Creative Director, Publicis Sapient Chelsea Andrews, Associate Creative Director, Publicis Sapient Sarah Sweeney, Copywriter, Publicis Sapient Debbie Bostwick, Designer, Publicis Sapient Shannon Koh, Designer, Publicis Sapient Noelle Douglass, Account Supervisor, Publicis Sapient Ari Tretin, Project Manager, Publicis Sapient Reed Smith, Associate Project Manager, Publicis Sapient Kris Rawls, Senior Manager, Strategy & Consulting, Publicis Sapient Alayna Held, Strategist, Publicis Sapient Eli Sachs, Strategist, Publicis Sapient

Monthly Member Newsletter by Movable Ink for WW International, Inc.

Building good habits requires positive reinforcement. WW’s monthly member newsletter offers tangible rewards to its members, helping them reach their goals while getting the goods. The Newsletter includes visually engaging animations to show current WellnessWins balance as well as days of tracked food, activity, sleep, and weekly weigh-ins. This personalized progress snapshot can be saved and shared on social media platforms. WellnessWins is included in WW membership and can be redeemed for rewards such as gift cards, accessories, kitchen tools, and more.

Affiliated Agency: Movable Ink

Credits: Madison Amburn, Member Marketing Manager, WW Rachel Morris, Executive Editor, WW Jennifer Pitch, Newsletter Editor, WW Daniela Arevalo Raigoso, Manager, CRM Marketing, WW Jenna Errante, Associate Manager, Member Marketing, WW Emily Schaerf, Associate Manager, CRM Marketing, WW Martin Schluter, Sr Art Director-Marketing, WW Jorge Ruiz, Digital Designer, WW Bobbie Espinoza, Temp, Digital Designer, WW Eric Lumpp, Software Engineer, Marketing Technology, WW

Sailing into Success: The Smart Content™ Email Newsletter for Amex Travel by ERGO for American Express Travel

ERGO brought advanced personalization to Amex Travel emails, turning “one-size-fits-all” into personalized 1:1 customer experience for millions of Card Members. Using hyper-dynamic content and first-party data, ERGO helped Amex drive 10X booking sailing Amex Travel into email success, despite challenged posed by a global pandemic. The highly individualized monthly eNewsletter uses ERGO’s Smart Content™ (modular email template system) ensuring consistency and standardization. The Smart Content library allows for mix and match so the layout and content can provide truly 1:1 customer experience.

Credits: Brooke Eaton - Director, US Customer Marketing, American Express Travel Sarah Deaton - Senior Analyst, US Customer Marketing - Direct Channels, American Express Travel Hilary Freed – Manager, US Customer Marketing - Onsite Marketing, American Express Travel Jackie Dunning, Chief Strategy Officer, ERGO John Hendricks, CEO, ERGO Jason Weingold, Client Success Manager, ERGO Beth Roche, Studio Director, ERGO Bridget Woznica, Senior Content Writer, ERGO Vaseem Khan, Associate Director of Date Intelligence, ERGO James Young, Associate Director of Date Intelligence, ERGO

AI/Machine Learning/Data Driven Marketing

Sailing into Success: The Smart Content™ Email Newsletter for Amex Travel by ERGO for American Express Travel

ERGO used American Express’ first-party data and dynamic content to increase bookings and personalize customer experiences for millions of American Express card members. First-party data from across channels like paid media and social, along with algorithmic targeting based on consumer behavior supported the campaign. The email marketing drove confidential performance data open rate of more than 42% lift, 26% click-to-open rate, 62% engagement, and 10-times increase in booking via the company’s travel website.

Credits: Brooke Eaton - Director, US Customer Marketing, American Express Travel Sarah Deaton - Senior Analyst, US Customer Marketing - Direct Channels, American Express Travel Hilary Freed – Manager, US Customer Marketing - Onsite Marketing, American Express Travel Jackie Dunning, Chief Strategy Officer, ERGO John Hendricks, CEO, ERGO Jason Weingold, Client Success Manager, ERGO Beth Roche, Studio Director, ERGO Bridget Woznica, Senior Content Writer, ERGO Vaseem Khan, Associate Director of Date Intelligence, ERGO James Young, Associate Director of Date Intelligence, ERGO

Courier Waybills Return Kit Digitization Program by William Thomas Digital for Rogers Communications

Rogers needed to develop a way to reduce the high-cost of equipment returns and other manual programs. A courier program, supported by its CRM system, solved the problem of missed return deadlines and make the process easier. An API generated an electronic shipping labels and QR code embedded into the customer’s email, so physical kits didn’t need to ship to customers. For the first time, Rogers could track shopping through Canada Post API. The project achieved 235% cost savings, and reduced late returns, with only 0.16% receiving a reissued waybill.

Credits: Greg Elliott, Managing Director, William Thomas Digital Alice Keogh, Senior Director - Client Delivery, William Thomas Digital Yuval Sinai, Director - Solutions Architect, William Thomas Digital Ron Ramos, Director- Marketing Technology, William Thomas Digital Juan Jimenez, Senior Digital Project Manager, William Thomas Digital Account Manager, Kailey Borg, William Thomas Digital Alex Tran, Manager, RPA Intake Assessment, Rogers Communications Ayman Elhakim, Sr Manager, Tech Hub PI, Rogers Communications Michael Snedden, Director Residential, Rogers Communications John Wallis, VP, Data Analytics & Mkt Tech, Rogers Communications Shafiul Fuad, Senior Director, CRM Operations, Rogers Communications Simone Lumsden, SVP & Chief Marketing Officer, Rogers Communications

Engagement Trigger Emails by Movable Ink for American Express

The Engagement Trigger Emails campaign focused on personalizing the message to American Express card members to make them repeat customers. Movable Ink triggered messages based on their status. Recognition and re-engagement led to a 48% open rate and 20% above benchmark for the recognition trigger and re-engagement emails. The opt-out rate resulted in 50% less people dropping out, and 63% less people opting out. The first recognition email was sent May 2021, followed by the re-engagement email campaign on June 10.

Affiliated Agency: Merge Agency and Movable Ink

Credits: ● Liz Greenbaum, Director, Member Value Marketing at American Express ● Pablo Garcia, Marketing Lead, Amex Offers at American Express ● Caitlin Cummings, Customer Marketing, Amex Offers at American Express ● Anthony Charmforoush, Customer Marketing, Amex Offers at American Express

Content Marketing

The Advanced Walmart Advertising Series by Tinuiti for Tinuiti

Tinuiti’s marketing team put together an Advanced Walmart Advertising Series to accompany the Walmart Ecommerce Acceleration Program with a goal to support brands advertising on Walmart, and show advertisers the agency’s capabilities. Around 25,000 emails were sent to Tinuiti’s clients and prospects. Three emails drove more than 500 registrations. The number of registrants driven by the email campaign was impressive, but more valuable was the quality of the attendees. The emails led to a 33% attendance rate, with 189 new leads and 89 marketing qualified leads.

Credits: Braydon Unsicker, Email Marketing Manager, Tinuiti Emma Still, Sr. Director of Growth Marketing, Tinuiti

HVMI January Solo Email by Epsilon for Marriott HVMI (Homes & Villas by Marriott International)

Epsilon created the January Solo Relaunch campaign sent to guests who had either stayed at a Marriott property within the last 12 months or engaged with a Marriott email within the last 15 months. The goal, to get guests to reimagine their vacation and book in 2021. This email included an added incentive for Bonvoy Members--a limited-time offer of 10% off when booked with points. With private home rentals across the globe, the campaign chose to add a module informing guests they aren’t limited to the specific destinations.

Affiliated Agency: Epsilon (concept, creative, and coding)

Credits: Jennifer Hsieh, Vice President Homes & Villas by Marriott International, Marriott; Amanda Moore, Senior Director Homes & Villas by Marriott International, Marriott; Jennifer Heaton-Cosans, Senior Manager Homes & Villas by Marriott International, Marriott; Leigh Strickland, Senior Manager, Marriott; Hilary Cook, Client Partner, Casey McDonald, Senior Account Manager, Epsilon; Oreste Gallo, Lead Art Director, Epsilon; Mimi Wilson, Creative Director, Epsilon; Alana Pollak, Associate Creative Director, Epsilon; Jesus Rodriguez, Development Manager, Epsilon; Alexandra Kenyon, Lead Strategic Consultant, Epsilon

Cordless Collection Launch Email Campaign by Cuisinart for Cuisinart

Cuisinart wanted to promote its cordless collection of kitchen appliances, so it tested long versus short versions of their direct-to-consumer campaign. They found the shorter version drove higher clickthrough rates. Lifestyle content was shot prior to the email campaign to showcase the cordless convenience in the kitchen. The email campaign generated more than 20,000 sessions on the brand’s site, using the data to inform future email marketing campaigns.

Credits: Mary Rodgers, Director of Marketing Communications, Cuisinart Christine Kapp, Manager of Digital Marketing, Cuisinart

Best Use of Interactive Emails

DEG & The Salvation Army Rescue Christmas Campaign by The Salvation Army for DEG

The Salvation Army provides an interesting use of creativity for interactive email marketing. DEG and The Salvation Army Central and Western Territories developed a campaign, Rescue Christmas, using Angel Trees, an annual traditional stifled by COVID-19. The campaign featured interactive emails allowing donors to scratch off various donation amounts to show the good these gifts can bring to those in need, and spark inspiration. The Rescue Christmas emails saw a click-through rate that doubled that of The Salvation Army's typical promotional emails.

Credits: Katie Manring, Project Manager, DEG Lisa Dick, Sr. Relationship Marketing Strategist, DEG Rachel Harbaugh, Associate Relationship Marketing Strategist, DEG Travis McCan, Sr. Relationship Marketing Strategist, DEG Justin Billet, Art Director, DEG Elena Owens, Sr. Copywriter, DEG Andrea Hadel, Account Supervisor, DEG Sydney Williams, Account Manager, DEG

How a Happy Birthday Helped NASCAR Increase Revenue by 308% by Sailthru and Liveclicker for NASCAR

NASCAR wanted to capitalize on personal, interactive birthday messaging. Compared with traditional email marketing, these special personalized messages boast 179% more unique clickthrough rates and 342% more revenue. While NASCAR’s static emails and unique discounts encouraged fans to celebrate themselves with a gift from its Shop, the brand didn’t see expected engement rates. Working with Sailthru and Liveclicer, personalizing the emails allowed NASCAR campaigns to improve conversions. The results produced $310,000 attributable sales, 14.6% open rate, and 22.7% higher click-to-open rates.

Credits: NASCAR - Donald Baal, Senior Manager Database Marketing, Sailthru - Josh Rehr

AutoZone Garage Trivia Challenge by Epsilon for AutoZone

The AutoZone Garage Trivia Challenge created by Epsilon taped gamification in emails. Customers were invited to participate in a four-question trivia game during the four-week campaign, with the promise those who answered all questions would receive a mystery offer on the fifth email. Customers who answered all four questions correctly would receive an even better offer. The customer’s individual score, calculated and populated dynamically in the email each week, encouraged them to reach for the deal. This interactive game led to higher open rates, click rates, and revenue.

Affiliated Agency: Epsilon (concept, creative, coding, build), Movable Ink (agile content functionality)

Credits: Bernadette Pawlak, Director of Digital Products and User Experience, AutoZone; Jason Jones, Marketing Manager/CRM, AutoZone; Caroline Jernigan, CRM Marketing Coordinator, AutoZone; Scott Multer, VP/Executive Creative Director, Epsilon; Cindy Hamilton, Creative Director, Epsilon; Nick DeCarlo, Creative Manager, Epsilon; Oreste Gallo, Lead Art Director, Epsilon; Krystyna Vranicar, Sr. Art Director, Epsilon; Robby Howard, Sr. Copywriter, Epsilon; Kristen Kernats, Art Director, Epsilon; Lilia Arsenault, VP Group Accounts, Epsilon; Diana Barsan, Client Account Director, Epsilon; Paul Pezza, Senior Account Manager, Epsilon; Kate Long, Senior Account Manager, Epsilon; Elizabeth Merlo, Account Manager, Epsilon; Gerry Rodriguez, Account Executive, Epsilon; Brian Ward, Senior Client Experience Manager, Movable Ink; JJ Ponce, Account Executive, Movable Ink

Loyalty or Membership Programs

Platinum Card Relaunch by Movable Ink for American Express

Movable Ink worked with Amex to design emails promoting the launch of new member benefits for its Platinum Card product across key lifestyle areas. With compelling copy like “Welcome to Travel Reimagined,” the emails clearly outlined what was new versus what was changing. They also reassured customers that their existing benefits remained by showcasing their personalized benefit usage to date. A new qualitative “Membership Strength” tracker enticed customers to enroll in and use their benefits. Results: open rate +16.5%; CTR +98.4% above internal benchmarks.

Affiliated Agency: Movable Ink

Credits: Matt Blough, Director, Product Line Strategy, American Express Carley Pearson, Senior Analyst, Premium Product Line Strategy, American Express Allison Vona, Senior Manager, Premium Product Line Marketing Strategy, American Express Joe Shannon, Vice President, US Marketing Enablement, American Express Kern Agency

Sailing into Success: The Smart Content™ Email Newsletter for Amex Travel by ERGO for American Express Travel

Amex Travel revamped its emails from a “one-size-fits-all” approach to a truly personalized 1:1 customer experience. Using first-party data and algorithmic targeting based on customer mindsets, email service company ERGO launched an ongoing, highly individualized monthly eNewsletter for the brand’s loyal and new customers. Behavioral targeting aided sensitivity to customers’ COVID concerns, serving up messages based on an individual customer's comfort level with travel–even if that was zero. Results: open rate 42%+ lift, engagement 62%+ lift, 10X increase in travel bookings via AmexTravel.com.

Credits: Brooke Eaton - Director, US Customer Marketing, American Express Travel Sarah Deaton - Senior Analyst, US Customer Marketing - Direct Channels, American Express Travel Hilary Freed – Manager, US Customer Marketing - Onsite Marketing, American Express Travel Jackie Dunning, Chief Strategy Officer, ERGO John Hendricks, CEO, ERGO Jason Weingold, Client Success Manager, ERGO Beth Roche, Studio Director, ERGO Bridget Woznica, Senior Content Writer, ERGO Vaseem Khan, Associate Director of Date Intelligence, ERGO James Young, Associate Director of Date Intelligence, ERGO

MyMcDonalds Rewards Email Campaigns by Epsilon/Publicis Groupe for McDonalds

Publicis developed a robust customer lifecycle program for the recently released MyMcDonald’s Rewards program, triggered by behavioral cues. Campaign began with an email alerting prospects to “Stay tuned to your inbox” to “unlock Free McDonald’s.” Loyalty email open rate outperformed non-Loyalty email open rate by 177% (as of 8/15/21). Conversion rate jumped +14 points for customers opening a communication in June 2021, when the Loyalty program launched nationally, with a 5x lift in transactions and a 4x lift in revenue for customers who received communication.

Affiliated Agency: • Publicis Sapient: Global Mobile App • Digitas: Dotcom • Wieden+Kennedy New York: Creative Strategy & Platform, McD’s Agency of Record • OMD: Paid Media Advertising • Alma: Hispanic American Marketing/ Adaptations • Boden: Hispanic American Marketin

Credits: Strategy: o Mayela Trespalacios, Senior Director, Strategic Consulting, Epsilon Creative Direction: o Vincent Shine, Creative Director Experience, Publicis Sapient Project Management: o Emma Lahvis, Senior Account Execution, Epsilon o Ryan McIntyre, Manager Agile Program Management, Publicis Sapient o Amanda Sherrod, Vice President Director, Project Management, Digitas Account Management: o Michelle Niblock, Vice President Group Account Director, Digitas Creative: o Jason Kertz, Creative Manager (ACD), Epsilon o Margaret Raczkowiak, Lead Art Director, Epsilon o Julia Franiak, Senior Art Director, Epsilon o Jacqueline Dewitt, Art Director 1, Epsilon o Wesley Chaderton, Senior Copywriter, Epsilon o Aaron Newton, Senior Copy Editor, Epsilon o Jason Pickar, Vice President Director, Creative, Digitas o Shane Dubay, Creative Director Experience Development & QC: o George Palaszewski, Developer 2, Epsilon o Mike Dugo, Manager, Quality Assurance Analysis, Epsilon o Epsilon India Development team • Execution: o Balamurugan Lakshmanan, Senior Manager Agile Program Management, Publicis Sapient o Aadil Ashiq Kothawala, Manager, Digital Solutions Consulting, Epsilon o Vamshi Nikhil Vinjamuri, Lead Adobe Developer, Epsilon o Abhijeet Dey, Architect, Publicis Sapient o Epsilon India DX team Analytics: o Shilpa Hegde, Senior Data Analyst, Publicis Sapient

Lifecycle Programs

Sailing into Success: The Smart Content™ Email Newsletter for Amex Travel by ERGO for American Express Travel

Sending generic travel-related, occasion email messaging for travel opportunities to some 1 million plus American Express card members can be only wishing for perfect ocean view results. But new algorithm/behavioral targeting, amid the pandemic, was able to serve the best travel email message to card members even if they weren’t ready to get packing. Overall this resulted in a major success for the brand -- an email open rate of more than 42%; engagement, up 62%; and ten times increases in bookings via AmexTravel.com. Come aboard.

Credits: Brooke Eaton - Director, US Customer Marketing, American Express Travel Sarah Deaton - Senior Analyst, US Customer Marketing - Direct Channels, American Express Travel Hilary Freed – Manager, US Customer Marketing - Onsite Marketing, American Express Travel Jackie Dunning, Chief Strategy Officer, ERGO John Hendricks, CEO, ERGO Jason Weingold, Client Success Manager, ERGO Beth Roche, Studio Director, ERGO Bridget Woznica, Senior Content Writer, ERGO Vaseem Khan, Associate Director of Date Intelligence, ERGO James Young, Associate Director of Date Intelligence, ERGO

Subscriber Re-engagement Shortlists by William Thomas Digital for OxiClean

OxiClean needed to re-engage its list of consumers who it had permission to contact but only with existing data points to market its cleaning products. It started slowly with other Interactions looking to capture new audience insights -- especially around seasonal lifestyle situations. A multi-stage approach had communications responding to individual customer reactions under a different creative -- OxiClean “Work Your Magic” theme --- leading to specialized videos, and a landing page. The result earned a 21% average engagement rate across all communications. It’s all cleaned up now.

Credits: Anne Chudy – Director, Strategy, William Thomas Digital Valerie Thomas – Senior Strategist, William Thomas Digital Akshay Kochar – Account Director, William Thomas Digital Kailey Borg – Account Manager, William Thomas Digital Chris Genuis – Practice Lead, Retail, William Thomas Digital Jordan Harvey – Assistant Marketing Manager, Church & Dwight Salina Daya – Marketing Manager, Digital, Church & Dwight Sergey Myagkikh – Senior Marketing Manager, Church & Dwight Michael Ng – Brand Director, Household, Church & Dwight

Upgrade In Contract by Publicis CRMone for Verizon

Devouring all kinds of phone use after a few years one is ready to move to the next thing -- especially when nearing one’s final phone payment. At the time, customer look to switch services, even if it doesn’t mean buying a new phone. Verizon was looking for ways to keep those customers around, and it used data insights via SMS and “personalized dynamic” email -- well before the final payment -- to reduce that negative churn. What came from this was a 101% improvement in device upgrade conversion rate. Don’t hang up!

Affiliated Agency: n/a

Credits: Patricia Foster, Director, Verizon Michael Shapiro, Director, Verizon Roberta Diaz, Manager, Verizon Thomas Levitsky, Manager, Verizon Kristin Clarke, Account Supervisor, Publicis CRMone Amanda Mallen, Account Manager, Publicis CRMone Nudrat Kadir, Associate Strategist, Publicis CRMone Falaq Hemani Mistry, Strategy Director, Publicis CRMone Devon Keiderling, Creative Director, Publicis CRMone Stacy Van Wickler, Associate Creative Director, Publicis CRMone Raul Rivera, Associate Creative Director, Publicis CRMone Jackie Vorono, Copywriter, Publicis CRMone Daniel Wong, Art Director, Publicis CRMone Billie Bukofzer, Senior Production Artist, Publicis CRMone Bobby Newland, Data Specialist, Publicis CRMone Jonathan Andrews, Developer, Publicis CRMone Daniel Hammond, Tech Lead, Publicis CRMone Lana Williams, QA Manager, Publicis CRMone

Multiple Messaging

AMCN Lead Nurture Email Series by Zeta Global for AirMedCare Network

AirMedCare Network is America’s largest air ambulance membership network dedicated to helping in critical situations by transporting patients to the closest appropriate medical facilities. Together with Zeta Global, the AMCN set out to create a complete lead nurture email series (mobile and desktop) for Fly-U-Home and AirMedCare Network brands, targeting users who showed interested in either of these brands. The email series utilized signature brand colors and fresh imagery, providing hyperlinks within the body of the email. In less than 2 months, the campaign welcomed 39 conversions.

Affiliated Agency: N/A

Credits: Zeta Global Team: Executive Creative Director: KRIS GEIST Global Creative Director: CHRISTINE CUCUZZA Associate Creative Director: NICOLE STEVENS Jr. Art Director: ANDRÉA FORSYTHE Senior Copywriter: COLLEEN ZAJAC Traffic Manager: DANIELLE MISHKIT Senior Account Manager: SHALAINA OCASIO Senior Account Director: TRELA WILLIAMS

Lamps Plus by Lamps Plus for Lamps Plus

In order to increase revenue per email and a number of subscribers for email and SMS programs, Lamps Plus deployed new creative templates as part of Lamps Plus Summer sale. The new creative emails drove customers to the website more effectively, while the “last chance” email creating a sense of urgency by adding a count-down clock. These approaches, combined, increased revenue per email by 9% over previous Summer sale campaigns. Moreover, while many retailers experienced supply issues, Lamps Plus incorporated inventory availability in multiple channels, which increased revenue by 3X from professional customers.

Credits: Mark Salek, VP of Direct Marketing, Lamps Plus Nicole Naderi, Sr. Marketing Manager, Lamps Plus Mike Steel, Sr. Director of Creative, Lamps Plus John Barnes, Senior Content Manager, Lamps Plus Nicholas Barton, Sr. Web Designer, Lamps Plus Antonio Venegas, Web Designer, Lamps Plus Dione Qu, Sr. Marketing Analyst, Lamps Plus Ryan Murray, Marketing Analyst, Lamps Plus

Verizon Visa Card Launch by Publicis CRMone for Verizon

Despite an unprecedented hostile environment for emerging credit cards due to the pandemic in 2020, Verizon successfully launched a new credit card. On the backdrop of virtually plummeting credit card industry revenue, the Verizon Visa Card reinforced Verizon as a pioneering tech leader that aims to provide its customers further value and savings. Over the 10-week launch period, Verizon’s multi-channel strategy and campaign encompassed email, SMS, direct mail, web, and bill media, driving 150,000 new card accounts and 555,000 credit card applications.

Affiliated Agency: n/a

Credits: Patricia Foster, Director, Verizon Michael Shapiro, Director, Verizon Kelly Huiet, Manager, Verizon Kimberly Mac, Manager, Verizon Allison Camargo, Account Director, Publicis CRMone Cyndi Newcomer, Account Director, Publicis CRMone CJ Russell, Senior Account Executive, Publicis CRMone Ali Beneveto, Account Supervisor, Publicis CRMone Larry McKenney, Project Manager, Publicis CRMone Clifton Sabbag, Director of Strategic Planning, Publicis CRMone Lincoln Bjorkman, Chief Creative Officer, Publicis CRMone Becky Kitlan, VP, Creative Director, Publicis CRMone Jessica Lee, Creative Director, Publicis CRMone David Freyermuth, Associate Creative Director, Publicis CRMone Tina Le, Art Director, Publicis CRMone Bobby Newland, Data Specialist, Publicis CRMone Jonathan Andrews, Developer, Publicis CRMone Lana Williams, QA Manager, Publicis CRMone Gaby Madriz, Associate Director of Marketing, Publicis CRMone

Sales/Contests/Offers

SPRINT Samsung 5G Holiday Offer by Zeta Global for Sprint | T-Mobile

A Sprint campaign that took place during the holidays, and was aimed at customers hesitant to upgrade their Android smartphones, involved emailing people limited-time deals on devices. The emails included holiday-themed images, such as wrapped presents and Christmas trees, as well as discount offers. The campaign involved different subject lines, including “Better wrap up this deal while you can,” and “Better than an ugly sweater. Much better.”

Affiliated Agency: Moveable Ink was used for real-time testing

Credits: ZETA GLOBAL TEAM: Executive Creative Director: KRIS GEIST Global Creative Director: CHRISTINE CUCUZZA Creative Director: EMILY PRESTON Art Director: MAGGIE GOODNER Copywriter: ARON LIEBIG Creative Project Manager: AMY LEE Account Manager: ALEX RECTOR

Chipotle Gamifies Boorito 20th Anniversary Across Email, SMS, and Social by Liveclicker for Chipotle

Chipotle's “Boorito” Halloween-themed campaign involved sending emails to lapsed and at-risk customers, with the goal of incentivizing their participation and regaining their loyalty. The messages included “buy-one-get-one” promotional codes. The campaign drew on Liveclicker's device detection capabilities and targeting rules to determine which users were engaging from mobile devices, and to automatically include text prompts into the emails. Halloween day redemption of the codes was strong.

Credits: Chipotle - Chelsea Meissner, Targeted Marketing Manager Liveclicker - Brooke Schommer

Cross Sell Evolution by Publicis CRMone for Verizon

Verizon sent promotional emails to more than 4.2 million people who subscribed to Fios internet service, but not to Verizon wireless service. The emails told customers they could save 50% off Fios internet by adding a Verizon Wireless Unlimited plan, with up to $30 off the home internet bill and $10 off the wireless bill each month if they kept both services. The campaign exceeded gross adds (sales) goals by 140%.

Affiliated Agency: n/a

Credits: Doug Collman, Director, Verizon Amanda Capezza, Manager Daniel Gergely, Manager Michael Shapiro, Director, Verizon Jason Neer, Senior Manager Tom Harper, SVP Account Service Geri Berman, Account Director Emma Stark, Account Manager Doug Bost, Associate Creative Director Jose Ripol Associate Creative Director Ryan Moglia, VP, Strategy Vidhu Kalia. Associate Strategy Director Falaq Hemani Mistry, Strategy Director Becky Kitlan, VP, Creative Director Sam Park, Associate Creative Director David Freyermuth, Associate Creative Director Tina Le, Art Director Joe Scala, Senior Production Artist Ali Benevento, Account Supervisor Tim Sista, Project Manager Gustavo Jarquin, Senior Creative Engineer Leonardo Chincilla, Email Developer Scott Day, Design, Email Developer and Art Director Estela Aguilar, QA Analyst

Transactional/E-Commerce

AMCN Application Abandon Email Series by Zeta Global for AirMedCare Network

AirMedCare Network's email campaign aimed to reach prospective consumers who filled out the first part of a website application, but failed to sign up. The campaign involved a series of three email touches. The first, a reminder email, included information about pricing, while the second included data about how many patients AirMedCare Network transports, and the third included a ink to FAQs, the company's phone number and a ZIP code finder. One hundred and thirty-six applications were completed in the first two months.

Affiliated Agency: N/A

Credits: Zeta Global Team: Executive Creative Director: KRIS GEIST Global Creative Director: CHRISTINE CUCUZZA Associate Creative Director: NICOLE STEVENS Jr. Art Director: ANDRÉA FORSYTHE Senior Copywriter: COLLEEN ZAJAC Traffic Manager: DANIELLE MISHKIT Senior Account Manager: SHALAINA OCASIO Senior Account Director: TRELA WILLIAMS

Thrive Market Engages New Grocery Members With a Lifelong Personalized Experience by Sailthru for Thrive Market

Online membership-based grocery delivery service Thrive Market sends email messages to consumers shortly before their membership anniversary, reminding them of how much money they have saved, and of the impact they have had on the goal of making healthy living accessible. A second email, sent on the anniversary date, reminds again of their savings, and also includes information about their top brands, categories and products, as well as recommendations for new items.

Credits: Lindsay McGovern, Senior Director, CRM & Lifestyle Lucy Vallejo-Anderson, Sailthru

Email Marketing Sector Campaigns

Financial

E*TRADE’s Year In Review Campaign by Movable Ink for E*TRADE

E*Trade’s campaign powered by Movable Ink consisted of a hyper-personalized email celebrating investors’ successes in 2020 and offering further guidance to navigate the markets in 2021. Investors were given a checklist of next steps, tools and resources to help them meet their investing goals in the year ahead. Despite the challenges presented in 2020 including periods of increased market volatility, the educational campaign prompted customers to get excited about what’s to come and helped solidify their relationship with the brand.

Affiliated Agency: Movable Ink

Credits: Bryan Fitter, VP, Marketing Strategy and Planning Eric Harris, Senior Designer, Creative Services Mike Popa, Vice President, Creative Services Julia Miller, Executive Director, Creative Services

Responder Non-Buyer - OMNI (DM + EMAIL) by Cheetah Digital for Amica

Amica Mutual Insurance worked with Cheetah Digital, EXL Service and Gunderson Direct to design an omnichannel marketing series. The results were huge. The effort, which included three email touchbpoints followed by direct mail, resulted in more than a 50% increase in quotes and policies written compared to just direct mail alone. The effort applied new brand styling and compelling imagery that helped tie the emails to the subsequent direct mail pieces.

Affiliated Agency: EXL Service, Gunderson Direct

Credits: Nicole Leonardo, Senior Design Consultant, Cheetah Digital; Rose Andora Christie, Senior Design Consultant, Cheetah Digital; Shelley Kessler, Marketing Strategist, Cheetah Digital; Justin Orgel, Sr. Director, Global Strategic Services, Cheetah Digital; Jim Kelley, Director, Creative Services, Cheetah Digital; David Kepets, Sr. Director, Enterprise Strategy & Architect, Cheetah Digital; Marisa Ricciardi, Senior Marketing Specialist, Amica Mutual Insurance Company; Todd Borglund, Marketing Manager, Amica Mutual Insurance Company; Norman Quesnel, Assistant Marketing Manager, Amica Mutual Insurance Company; Mike Plante, Assistant Vice President, Brand Strategy, Amica Mutual Insurance Company; Lucy Zhu, SVP, Head of Marketing Analytics, EXL Services; Joseph Grillo, Vice President, Client Strategy, EXL Services; Gunderson Direct;

Retail

Sprint | T-Mobile Non-Compatible Device Upgrades Campaign by Zeta Global for Sprint | T-Mobile

As T-Mobile and Sprint merged, many of the Sprint customers were still on older devices, unaware that their phones would soon become incompatible with the merged network. Zeta Global was tasked with inspiring these consumers to upgrade their phones, facing with the challenge of having to convey a difficult message in a positive key. The solution lay in strategic testing with the goal to ultimately build the most effective template. The 10 touches Zeta generated 9.50% average CTOR—lifting engagement to heights T-Mobile/Sprint had previously thought unreachable.

Affiliated Agency: Moveable Ink was used for real-time testing

Credits: ZETA GLOBAL TEAM: Executive Creative Director: KRIS GEIST Global Creative Director: CHRISTINE CUCUZZA Creative Director: RICH PATTERSON and EMILY PRESTON Art Director: ANNABELLE SMOOT, MAGGIE GOODNER, and KIERAN GRANT Copywriter: COLLEEN ZAJAC and ARON LIEBIG Strategy: HEATHER ANDING Analytics: CLAUDIA POINTS Creative Project Manager: AMY LEE Account Manager: ALEX RECTOR

Subscriber Re-engagement Shortlists by William Thomas Digital for OxiClean

When OxiClean, a leader in the Stainfighters category, saw an opportunity to engage with current consumers in a more personalized way, it faced the challenge of having no data points on the existing consumers, and not having spoken with them in almost a year. A new multi-stage CRM program enabled Improved targeting (through ongoing high-value consumer data collection) and priming for Spring, at-shelf (through increased mindshare, consumer grasp of versatility, frequency, and product portfolio). The campaign drove engagement, averaging at 21% rate among the unengaged audience.

Credits: Anne Chudy – Director, Strategy, William Thomas Digital Valerie Thomas – Senior Strategist, William Thomas Digital Akshay Kochar – Account Director, William Thomas Digital Kailey Borg – Account Manager, William Thomas Digital Chris Genuis – Practice Lead, Retail, William Thomas Digital Jordan Harvey – Assistant Marketing Manager, Church & Dwight Salina Daya – Marketing Manager, Digital, Church & Dwight Sergey Myagkikh – Senior Marketing Manager, Church & Dwight Michael Ng – Brand Director, Household, Church & Dwight

Weekly Loyalty Email by Movable Ink for Hudson’s Bay Company

HBC, incorporated in 1670, is one of North America’s oldest company. Its newly re-launched Hudson’s Bay Rewards Program makes it easier than ever for consumers to earn rewards on the products they love. This weekly loyalty email includes an animated loyalty module that shows each customer’s current points and rewards data, offering a frictionless, omni-channel experience. Non-members are served with an alternative creative. The campaign has driven great lift in engagement and conversions, providing a significant win for HBC’s newly enhanced loyalty program.

Affiliated Agency: Movable Ink

Credits: Michelle Hakimyar, Content Manager, Targeted Marketing, Hudson’s Bay Company Fatemeh Shams, Targeted Marketing, Hudson’s Bay Company Mark Da Cunha, Director, Campaign Insights & Measurement, Hudson’s Bay Company

Travel/Tourism

JetBlue’s 2020 Year In Review by Movable Ink for JetBlue

To keep TrueBlue Jet Blue members in the loop, the email campaign customized their airline experience. Cardholders learned their mileage, points earned, airlines traveled to and their travel preference: night or day. A less-detailed version was sent to those who flew less in 2020. The focus was to personalize the experience at a glance, resulting in a 25 % lift in unique open rate, a 1.03% lift in unique clickthrough and a $39K increase in direct revs – from email click to ticket purchase on JetBlue.com.

Affiliated Agency: Movable Ink

Credits: Amit Chawla, Director Loyalty Program Development John Burke, Manager Customer Personalization Mariana Pinos, Senior Analyst Customer Personalization Brian Mazur, Analyst Email Marketing Derrick Olson, Data Analyst Novelita Jabagat, Email Marketing Developer

Sailing into Success: The Smart Content™ Email Newsletter for Amex Travel by ERGO for American Express Travel

Driving bookings during a pandemic takes ingenuity. ERGO used an individualized monthly e-newsletter to engage card members on a micro-level. Tech tools determined which benefits and messages resonated with customers, then content was tailored to their preferences, rather than corporate uniformity. All information focused on where someone was in the travel funnel: planning, booking or prep? The personal touch paid off: A 42%+ lift in click-to-open rate and a 26%+ lift in engagement. That delivered a 10x increase in bookings via AmexTravel.com.

Credits: Brooke Eaton - Director, US Customer Marketing, American Express Travel Sarah Deaton - Senior Analyst, US Customer Marketing - Direct Channels, American Express Travel Hilary Freed – Manager, US Customer Marketing - Onsite Marketing, American Express Travel Jackie Dunning, Chief Strategy Officer, ERGO John Hendricks, CEO, ERGO Jason Weingold, Client Success Manager, ERGO Beth Roche, Studio Director, ERGO Bridget Woznica, Senior Content Writer, ERGO Vaseem Khan, Associate Director of Date Intelligence, ERGO James Young, Associate Director of Date Intelligence, ERGO

Wildcard

Girls Who Code Creates Inspiring Educational Programs for Underrepresented Girls—Trans and Cis—and Non-binary Students by Girls Who Code and Campaign Monitor for Girls Who Code

Girls Who Code worked with Campaign Monitor to reach a record number of girls—trans and cis—and non-binary students. The group received 12,992 submitted applications—a 150% increase since the Summer Immersion Program was last held in person in 2019. The average open rate for U.S. campaigns was 39.51% with an 8.5% click-through rate. For International, open rates averaged 30.89% with a 5% click through rate. The effort included tailored communications sent on a rolling schedule.

Credits: Hayley Mojica, Community Partnerships & Outreach Associate Meghan Ferris, Campaign Monitor