Email Marketing Creativity

AI/Machine Learning/Data Driven Marketing

Quiz results product feed email by Firstleaf for Firstleaf

Firstleaf’s campaign goal to increase the effectiveness of its email series sent to people who take its quiz but don't immediately join the company’s wine club led the company to use artificial intelligence. The team drove strong email updates and incorporated product feeds into the body of the email. A/B tests showed a 27% increase in click-through rate and 34% increase in intro club order conversion rate as part of a rollout.

Affiliated Agency: n/a

Credits: Lindsay Porter, Lifecycle Marketing Manager, Firstleaf Catalina Cortes Gutierrez, Product Manager, Firstleaf Juan Valentino, Lead Backend Engineer, Firstleaf Lucila Timoteo Blanco, Digital Marketing Designer, Firstleaf

Update your vehicle’s value at renewal by Hagerty for Hagerty Insurance

Updating a vehicle’s insurance at the time of renewal is not something many consumers think about, but it’s especially important for those who own collectable cars. Hagerty Insurance designed a two-email campaign for renewal notices that contained the difference in the vehicle’s value with the renewal cost. It prompted a 59.5% aggregate open rate, 14.1% unique click-to-open rate, and a 37% click to conversion rate.

Credits: > Benjamin Walmer, Director of Marketing Communications, Hagerty > Andy Trego, Salesforce Marketing Cloud Administrator, Hagerty > Megan Himmel, Marketing Communications Specialist, Hagerty > Charlotte House, Senior Manager of Process, Hagerty > Ben Holcomb, Underwriting Senior Manager, Hagerty > Ruth Eipper, Technical Underwriting Solutions Lead, Hagerty

Tinuiti Helps Brooks Running Advance Email Strategy with Predictive Machine Learning by Tinuiti for Brooks Running

Tinuiti helped Brooks Running expand its segmentation, refine product recommendations, and build suppressions for its lifecycle program to further personalize each subscriber’s journey. The results improved clickthrough rates 122%, and increased conversions by 15% on key campaigns. Algorithms and predictive models based on the subscriber’s email engagement or on-site activity adjust to recommend activity, purchases or browsing. The predictions and broad content helped to improve lifetime value. Unsubscribe rates fell 33% and conversion rates rose 25% compared with the prior year.

Credits: TJ Gulenchyn, Sr. Specialist, Tinuiti Alexa Rosson, Sr. Email Marketing Specialist, Brooks Running Jessy Capriglione, Specialist, Tinuiti Marissa Casaclang, Coordinator, Tinutiti Marlee Robinson, Graphic Designer, Tinuiti Kelsey Reinboldt, Sr. Graphic Designer, Tinuiti

Best Use of Dynamic Email Content

Data Axle and Marriott Bonvoy Traveler Elevate Engagement with Dynamic, Hyper-Personalized Email Content by Data Axle for Marriott International

Marriott Bonvoy Traveler sought to awaken wanderlust with monthly emails focusing on the world’s greatest destinations and how to get the most out of trips. In one, it featured “10 Epic Resorts Your Kids Will Never Forget.” Marriott looked at content that had previously performed well, using themes amplified by a geo-targeted five-pack. The effort pulled the highest engagement of the past 12 months. Click volume rose by 112% month over month, and 79% year over year. And the click-through rate jumped by over 50%.

Affiliated Agency: N/A

Credits: Data Axle: Diana Strandberg, Vice President of Client Solutions, Data Axle Kaitlin Seger, Senior Account Manager, Data Axle Sarah Kleinwechter, Account Manager, Data Axle Erica Huntley, Vice President of Strategy, Data Axle Shannon Parker, Director of Strategy, Data Axle Joy Bernal, Strategy Associate, Data Axle Jen Tabbal Vice President of Content Marketing, Data Axle Kelly McMahon, Associate Creative Director, Data Axle Christina Chang, Art Director, Data Axle Lauren Tivnan, Content Director, Data Axle Shin Hae Lee, Senior Designer, Data Axle Marriott International: Robin Bennefield, Head of Editorial Content, Marriott International Valerie Conners, Senior Managing Editor, Marriott Bonvoy Traveler, Marriott International Talia Salem, Senior Manager, Editorial Strategy, Marriott International Chelo Segear, Photo Editor, Content Marketing, Marriott Bonvoy Traveler, Marriott International

May Anniversary Promotion Campaign by Epsilon for Homes & Villas by Marriott Bonvoy

Homes & Villas by Marriott Bonvoy launched its biggest offer ever, 40,000 points on stays of 4+ nights, in an email effort to celebrate its third anniversary and disrupt the home rental market. The three-part global effort included a launch announcement, a reminder, and a countdown timer to drive urgency at the end of the sale. It drew the most bookings in a single month since the inception of the brand’s email program, with a 40% year-over-year increase, and a hike in global email deliveries.

Affiliated Agency: Publicis Sapient (Web Tech Team)

Credits: Client Services: • Jamie Wilson, Client Account Director, Epsilon • Emma Lahvis, Senior Account Manager, Epsilon • Meaghan Maguire, Account Executive, Epsilon Project Management: • Belinda DiSilvio, Lead Program Manager, Epsilon • Marcy Barbosa, Senior Operations Manager, Epsilon • Kirsten Webb, Project Manager, Epsilon Strategy & Analytics: • Reed Pankratz, Director Email Strategy & Channel Orchestration, Epsilon • Sam Campbell, Strategic Consultant, Epsilon • Alexandra Kenyon, Director Audience Strategy, Epsilon • Kristina Rozentsvayg, Strategic Consultant, Epsilon • Theresa Condict, Director Analytics, Epsilon Creative: • Mimi Wilson, Creative Director, Epsilon • Alana Pollak, Associate Creative Director, Epsilon • Oreste Gallo, Lead Art Director, Epsilon • Christa Salem, Art Director, Epsilon • David McMillan, Lead Copywriter, Epsilon • Ryan Vasicek, Copy Editor, Epsilon • Maddy Pollard, Creative Project Manager, Epsilon Audience Delivery: • Joey Anderson, Senior Operations Manager, Epsilon • Daniel Jason, Senior Software Engineer, Epsilon • Ankita Jartarghar, Business Systems Analyst, Epsilon Email Delivery: • James Broadbent, Senior Business Systems Analyst, Epsilon • Susana Shiu, Lead Business Systems Analyst, Epsilon • Katrina Anderson, Associate Business Systems Analyst, Epsilon • Kiela Holden, Business Systems Analyst, Epsilon

Best Email Newsletter

OneSubscription by IBM for IBM

IBM’s thought leadership was siloed across different parts of the company. So it simplified its email subscription program, providing one-stop access via IBM OneSubscription. It established 3 thought leadership newsletters, 5 role specific ones and 5 monthly topical updates. And it launched IBM One Subscription as the sole subscription destination. The strategy went from email nurture to proactive database sends. Total subscriptions now stand at over 90,000. And 70% are new IBM contacts engaged across IBM.com pages. Open rates and CTRs are both above benchmark.

Affiliated Agency: Ogilvy

Credits: Suzanne Browne, Vice President Demand Strategy, IBM Caitlin Weiss, Manager Demand Strategy - Audience Build Program, IBM Virginie Daniel-Jamoukha, Demand Strategy & Developer Programs, IBM Marisol Diaz Amador, Digital Strategist, IBM Kassidy Meyer, Jr Demand Strategist, IBM Pamela Chase, Senior Strategist, IBM Joshua Lagan, Group Product Manager, IBM Mike Murphy, Editor-in-chief, IBM Research Vipin Kumar Subrahmanian, Writer, IBM Jonathan Stern, Managing Director Experience, Ogilvy Michael Lombardi, Global Consulting Principal, Ogilvy Nesha Fogelman, Analyst, Ogilvy YuenYee See, Account Director, Ogilvy Andre Debeer, Senior Technical Engagement Manager, Ogilvy James Hofeld, Senior Experience Data Strategist, Ogilvy Candace Hall, Senior Content Strategist, Ogilvy Alex Srp, Senior Experience Researcher, Ogilvy

My Ally Update Newsletter by Ally for Ally Financial

Ally Financial is trying to foster lasting connections with its My Ally Update email newsletter. Designed for existing, prospective and former customers, My Ally Update blends informational content with compelling brand-focused features. The mission is not only to educate and engage readers, but also to inspire brand loyalty and build customer satisfaction. Unique among financial newsletters, My Ally Update offers readers relevant seasonal content, helpful tips and ways to manage their money, and moments to build brand love and trust. It boasts a loyal readership.

Affiliated Agency: R/GA

Credits: Dani Borns, Marketing Manager, Ally Kyla Kappers, Sr. Marketing Director, Ally Christine Lavery, Content Manager, Ally Cassie Cope, Content Director, Ally Thuy-An Traczyk, Sr. Analyst, Ally Bobby Childress, Analytics Director, Ally Christopher Nance, Email Developer, Ally

Data Axle and Ritz-Carlton Showcase Stunning Lake Resorts to Entice Summer Travel by Data Axle for The Ritz-Carlton

The Ritz-Carlton Hotels sought to inspire wanderlust with a personalized, highly targeted email campaign. Highlighting lakeside retreats throughout the globe, the emails included “5 Must-See Lake Beaches” and “Cool Off by the Water.” The effort was fueled by data-driven creative, geotargeting, timely themes, trending locales and a firm grasp of the current state of tourism. The results surpassed expectations, with 33% more click activity month-over-month and a 21% higher click-through rate. Ritz-Carlton also saw up to 15% higher than average click-through rates for some segments.

Affiliated Agency: N/A

Credits: Data Axle: Diana Strandberg, Vice President of Client Solutions, Data Axle Kaitlin Seger, Senior Account Manager, Data Axle Christie Cambron, Account Manager, Data Axle Erica Huntley, Vice President of Strategy, Data Axle Erin Gade, Senior Director Strategy, Data Axle Joy Bernal, Strategy Associate, Data Axle Jen Tabbal Vice President of Content Marketing, Data Axle Kelly McMahon, Associate Creative Director, Data Axle Christina Chang, Art Director, Data Axle Lauren Tivnan, Content Director, Data Axle Ritz-Carlton: Jamie Kerr, Senior Director, Global Brand Marketing, Marriott International Hilary Crist, Senior Manager, Global Brand Marketing, Marriott International

Content Marketing

A Once-in-50,000-Years Phenomenon - The Green Comet by Tinuiti for Celestron

Celestron, which manufactures telescopes, binoculars, and microscopes, wanted to capitalize on an historic event—a visit in January by the Green Comet in the Solar System. Visible to the naked eye with no telescope, the event was perfect for the casual audience Celestron wanted to target. The team published a blog story with tips and tricks for naked-eye viewing along with a YouTube video from a Celestron expert and a UGC contest on social. The email was the year’s top performer for clicks, clickthrough rates, while increasing revenue.

Credits: Kaitlynn Damron, Online Marketing, Celestron Andrea Worshill, Marketing Manager, Celestron Matthew Dow, Designer, Celestron Samantha McGrady, Strategist, Tinuiti Hunter Stromquist, Specialist, Tinuiti

AARP Members Only Access June by AARP Member Value for AARP Member Value

Member only Access emails are sent to current AARP members, and used to encourage engagement with exclusive content. The emails contain recipes, tips for vacation, and articles to help members get through the day. These emails are typically sent monthly and offer a variety of resources, tips, and celebrity content. One article focuses on 28 tips for booking vacation rentals, and other focuses on capitalizing on strength and balance in Pilates.

Affiliated Agency: ThomasARTS

Credits: Reena Vadehra, AARP Digital Marketing Manager Eli Redmond, TA Marketing Platform Engineer Chanel Rogers, TA Art Director Karley Cisler, TA Senior Copywriter Jennifer Lyon, TA Associate Account Supervisor

Best Use of Data Driven Marketing

Buffalo Trace Distillery Q2 Campaign by Sazerac Company, Inc. for Buffalo Trace Distillery

Buffalo Trace Distillery, owned by the Sazerac Company, learned how to drive marketing through data for the company’s email program to bring its online gift shop to its fan base. The quarter-over-quarter results generated 4x increase in revenue, nearly 4x increase in order volume, and more than 120% increase in engagement with the program. The results helped Buffalo Trace Distillery grow email as a percent of overall revenue by more than 30%.

Affiliated Agency: Alchemy Worx, Audience Management Agency, Strategy & Execution; Intevity, Digital Technology Agency, User Experience Strategy; Blueshift, Customer Data Platform

Credits: Lewis Broadnax, Vice President, Global eCommerce & Digital, Sazerac Company, Inc. Samantha Arredondo, eCommerce Sales Manager, Sazerac Company, Inc. Amanda Fernandez, Sr. Account Manager, Alchemy Worx Terri Fajardo, EVP Strategy, Alchemy Worx Katja Grober, Copywriter, Alchemy Worx Mark Nayve, Head of Production, Alchemy Worx Mirasol Ester, Lead Builder, Alchemy Worx Charmine Rivera, Reporter, Alchemy Worx

OSF HealthCare's Innovative Approach to Addressing Barriers in Primary Care by OSF HealthCare for OSF HealthCare, Virgin Pulse

Virgin Pulse helped OSF HealthCare launch a strategic marketing campaign aimed at individuals who had visited the emergency room or hospital in the past sixty days but did not have a primary care doctor after recognizing just how many people neglected care. Predictive analytics data modeling was used to create a personalized campaign strategy, a blend of clinical and consumer data, and used email and direct mail to deliver the correct. It guided more than 3,000 lives towards healthier choices. Email and direct mail netted $43.61:1 and $206.14:1 respectively, demonstrating an impressive return on investment.

Affiliated Agency: Virgin Pulse

Credits: Andrea Bonk – Manager of Marketing Strategy & Research Communications at OSF Virgin Pulse's VP Activate Health System marketing team

Best Use of Interactive Emails

Sinch Email on Acid: Email Camp 2022: Road Trip Edition by Sinch Email on Acid for Sinch Email on Acid

Email Camp, a free virtual event for marketers and developers, used a road trip theme to present strategies and best practices for marketing and email development. Hosted by Sinch Mailjet and Sinch Email on Acid, the event featured email promotional elements including sightseeing, carpooling and playlists. The email launched one week before the event and drove a 40% open rate and a 0.9% click rate. The event drew 3,608 registrants and set a new record with a 27.5% increase in registrants vs. the 2021 event.

Credits: Megan Boshuyzen, Senior Email Developer, Sinch Email on Acid Kimberly Kirby, Graphic Designer, Sinch Email on Acid Julia Ritter, Senior Email Marketing Manager, Sinch Email on Acid

Netcore + MoneyTap Gold Loan Calculator Campaign by Netcore Cloud for MoneyTap

A campaign by Netcore Cloud for MoneyTap, India’s first app-based credit line, featured an interactive gold-loan calculator that allowed users to determine the loan amount they could apply for based on their gold holdings. The gold calculator, powered by AMP for Email technology, was the centerpiece of a campaign streamlining the user experience by eliminating the need for customers to redirect to external websites. The campaign resulted in a 13X uplift in customer engagement and a 63% interaction rate on the CTA.

Credits: MoneyTap Team: Hitarth Saini, Head of Marketing Netcore Cloud Team: Shivani Andadia, Customer Success Anand R, Manager - Customer Success Alok Kumar, AVP - Customer Success Santosh Valecha, Global Head - Customer Success Ganesh Rai, Product Manager, Chaitanya Chinta, Global Head - Emai Business

Netcore + StarQuik Gamification Campaign by Netcore Cloud for StarQuik

Grocery provider StarQuik worked with Netcore Cloud to create a gamified campaign that used AMP technology to provide a dynamic, interactive user experience and highlight StarQuik's promotional offers. The campaign featured a spin-the-wheel game to generate enthusiasm, engaging recipients of the email to spin the virtual wheel and discover ongoing promotional offers in a particular brand category. The campaign was a huge success, driving a 700% surge in engagement.

Credits: Starquik Team: Deepak Srivastav, Digital Marketing Head (Trent Hypermarket Pvt Ltd-Star Bazaar- A Tata & Tesco Enterprise) Santosh Vishwakarma, AM Digital Marketing & Media Planning Netcore Team: Aishwarya Deshmukh, Customer Success Manager Heena Shah, Regional Head, Customer Success Mazin Parkar, Senior Account Director Ganesh Rai, Senior Product Manager

Lifecycle Programs

Straight from the Block: Sargento, DMi Partners, and “Cheesy” Emails with Real Results by Sargento for Sargento

Sargento identified email subscribers with an affinity for its products through interactions with a loyalty rewards program. The data—preferences and purchase histories—supported personalized content for a series to new subscribers. Segmenting by language--English and Spanish--led to a 42% open rate and 3.1% click rate for each of the first welcome-series email. Segmented by product preference and designed-seven creatives, featured recipes and more. The process introduced 114,000 new subscribers to Sargento. The campaign produced 114,000 unique opens and added 80,000 engaged subscribers. Open and click rates were 2.2x and 1.5x. About 94% of the subscribers in this campaign are active.

Affiliated Agency: DMi Partners - Email Marketing Partners

Credits: Sabrina Runge, Email & CRM Client Strategist, DMi Partners Monica Bouvard, Senior Email Marketing Specialist, DMi Partners Gaby Jansen, Marketing Project Manager, Sargento Cami Schenck, Director - Integrated Marketing Communications, Sargento

EV Owner Customer Journey by Affinitiv for Subaru of America

Subaru of America reached out to Affinitiv to build an email campaign around consumers who purchased a Subaru EV. The automated email campaign enabled the brand and dealers to engage with customers as soon as they purchase their vehicle. All communications across the strategy feature relevant, enticing offers and used email, mail, and SMS text messages. It begins with a vehicle-specific accessory trigger sent seven- and 30-days after purchase, inviting customers to customize their vehicle for their lifestyle. It introduced customers to their service team. The timed messages provided customers with the education need to understand their EV.

Credits: Celia Clary, Subaru Marketing Director, Affinitiv April Acker, Marketing Account Manager, Affinitiv Leroy Manning, Art Director, Affinitiv Jake Miller, Email Developer, Affinitiv Laurie Algood, Copy Writer, Affinitiv Erica Ocasio, Creative and Development Director, Affinitiv

Loyalty or Membership Programs

Straight from the Block: Sargento, DMi Partners, and “Cheesy” Emails with Real Results by Sargento for Sargento

Sargento identified email subscribers with an affinity for its products through interactions with a loyalty rewards program. The data—preferences and purchase histories—supported personalized content for a series to new subscribers. Segmenting by language--English and Spanish--led to a 42% open rate and 3.1% click rate for each of the first welcome-series email. Segmented by product preference and designed-seven creatives, featured recipes and more. The process introduced 114,000 new subscribers to Sargento. The campaign produced 114,000 unique opens and added 80,000 engaged subscribers. Open and click rates were 2.2x and 1.5x. About 94% of the subscribers in this campaign are active.

Affiliated Agency: DMi Partners - Cross-channel/Email Marketing Agency

Credits: Sabrina Runge, Email & CRM Client Strategist, DMi Partners Monica Bouvard, Senior Email Marketing Specialist, DMi Partners Gaby Jansen, Marketing Project Manager, Sargento Cami Schenck, Director - Integrated Marketing Communications, Sargento

Tier Reach - DSW x Movable Ink by DSW x Movable Ink for DSW

DSW partnered with Movable Ink to leverage zero- and first-party data. It drove conversions, increased engagement, and improved customers loyalty from tier to tier. Known as the Tier Reach email, the campaign incorporated time-targeted and behaviorally-driven rules for when it’s ran to ensure that customers receive the email at the perfect moment. Another perk of the campaign was DSW’s modular approach to email, enabling them to lift existing elements from previous campaigns, revise them, and use them for this campaign. The campaign drove a 90% lift in click-through rate compared with DSW average benchmarks.

Credits: Caroline Cunningham, Loyalty Specialist, DSW Katie Sims, Senior Loyalty Specialist, DSW Cassie Gunning, Loyalty Manager, DSW

May Anniversary Promotion Campaign by Epsilon for Homes & Villas by Marriott Bonvoy

Homes & Villas by Marriott Bonvoy wanted a way to celebrate its third anniversary and disrupt the competitive home rental market. Epsilon created a campaign to offer 40,000 Marriott Bonvoy Points on stays of 4 or more nights. Building awareness, Epsilon used a three-touch, global email program. All triggered site-abandon emails—search, property, reservation-- included a banner to remind customers of the sale. U.S., U.K., EU, and Asia were targeted. The data-driven and audience-led content strategy resulted in the highest number of bookings in a single month since the inception of the brand’s email program in 2020, with a 40% year-over-year increase.

Affiliated Agency: Publicis Sapient (Web Tech Team)

Credits: Client Services: • Jamie Wilson, Client Account Director, Epsilon • Emma Lahvis, Senior Account Manager, Epsilon • Meaghan Maguire, Account Executive, Epsilon Project Management: • Belinda DiSilvio, Lead Program Manager, Epsilon • Marcy Barbosa, Senior Operations Manager, Epsilon • Kirsten Webb, Project Manager, Epsilon Strategy & Analytics: • Reed Pankratz, Director Email Strategy & Channel Orchestration, Epsilon • Sam Campbell, Strategic Consultant, Epsilon • Alexandra Kenyon, Director Audience Strategy, Epsilon • Kristina Rozentsvayg, Strategic Consultant, Epsilon • Theresa Condict, Director Analytics, Epsilon Creative: • Mimi Wilson, Creative Director, Epsilon • Alana Pollak, Associate Creative Director, Epsilon • Oreste Gallo, Lead Art Director, Epsilon • Christa Salem, Art Director, Epsilon • David McMillan, Lead Copywriter, Epsilon • Ryan Vasicek, Copy Editor, Epsilon • Maddy Pollard, Creative Project Manager, Epsilon Audience Delivery: • Joey Anderson, Senior Operations Manager, Epsilon • Daniel Jason, Senior Software Engineer, Epsilon • Ankita Jartarghar, Business Systems Analyst, Epsilon Email Delivery: • James Broadbent, Senior Business Systems Analyst, Epsilon • Susana Shiu, Lead Business Systems Analyst, Epsilon • Katrina Anderson, Associate Business Systems Analyst, Epsilon • Kiela Holden, Business Systems Analyst, Epsilon

Multiple Messaging

AMCN End of Year Campaign 2023 by Zeta Global for GMR | AirMedCare Network

“From Our Family to Yours" multichannel holiday campaign encouraged prospects and current members to lock in 2022 membership prices and secure financial peace of mind in the new year. The warm tone created a personal connection with the audience and presented the generous membership offer as a holiday gift. Email gave them great returns, with an open rate for prospects of 32.18%, a click rate of 2.56% and a CTOR of 3.13%. Member emails performed even better with an OR of 44.66%, a click rate of 1.01% and a CTOR of 5.73%.

Affiliated Agency: NA

Credits: KRIS GEIST, Executive Creative Director, Zeta Global; CHRISTINE CUCUZZA, Global Creative Director, Zeta Global; TYLOR LOPOSSER, Associate Creative Director, Zeta Global; JULIE ALLARD, Art Director, Zeta Global; ANDRÉA FORSYTHE, Art Director, Zeta Global; MIKE WILSON, CD Copywriter, Zeta Global; MARIE SCHULTZ, Senior Copywriter, Zeta Global; KAY DOYLE, Traffic Manager, Zeta Global; TRACY MUELLER, VP, Client Strategy, Zeta Global; TRELA WILLIAMS, Senior Account Director, Zeta Global; SHALAINA OCASIO, Associate Account Director, Zeta Global; KATE PRICE, Associate Account Director, Zeta Global; SARAH BAKER, Senior Manager, Digital Strategy, Zeta Global; AMY DIRKER, Web Content Manager, Zeta Global.

Service Reminder Multi-Channel Campaign by 9Rooftops for Belle Tire

Belle Tire wanted to encourage high-value customers to schedule service maintenance between tire purchases. Segment personas were then identified and applied to the Belle Tire customer database for each individual customer. These included media consumption habits and direct marketing channel preferences for use in driving communications relevance. Vehicle service reminder communications, along with serialized 1:1 offers, were deployed across direct mail, SMS and email marketing to increase relevance of outreach and speed of message to customers, during the timeframe they need their vehicle serviced.

Credits: Jenna Weinholtz, CRM Manager, 9Rooftops Christina DeVey, Senior Director, Consumer Engagement Marketing, Belle Tire Josh MacCarty, VP + Director of Data Science & Analytics, 9Rooftops Bryan Hadlock, VP + Senior Creative Director, 9Rooftops Josh Blasingame, VP + Group Creative Director, 9Rooftops Jennifer Hayward, UX Designer, 9Rooftops Josh Dodd, Associate Digital Developer, 9Rooftops

Dr Scholls Black Friday Campaign by Scholl’s Wellness Company LLC for Dr. Scholl’s

Dr. Scholl’s turned the critical Black Friday/Cyber Monday sales milestone into a 9 day, 11 message event that doubled revenue from the same period YOY. More campaigns, smarter segmentation, and more emails overall helped Dr. Scholl’s step up their holiday game. Mailings during critical sale days alternated between wide-cast morning mailings and narrowly targeted afternoon reminders. The smart segmentation and cadence allowed Dr. Scholl’s to double orders and revenue while reducing opt-outs by a third, making this their best holiday season ever.

Affiliated Agency: Alchemy Worx, Audience Management Agency, Strategy & Execution

Credits: Kate Godbout, Chief Marketing Officer, Scholl's Wellness Company Shweta Tripathi, Director, Digital Marketing and E-commerce, Scholl's Wellness Company Jennifer Thomas, Senior Manager eCommerce, Scholl’s Wellness Company Thomas Huetz, Brand Design & Graphics Management Lead, Scholl’s Wellness Company Megan Falb, Senior Designer, Scholl's Wellness Company Sam Ikhwan, Account Manager, Alchemy Worx Allie Shelly, Copywriter, Alchemy Worx Jessica Ludlow, Strategist, Alchemy Worx Aaron Grossman, Analyst, Alchemy Worx John Mark (JM) Canja, Builder, Alchemy Worx Josh Pious Valdez, Scheduler, Alchemy Worx

Sales/Contests/Offers

T-Mobile Samsung Galaxy Z Flip4 & Z Fold4 Launch by Zeta Global for T-Mobile

Samsung Flip and Fold campaign promoted two new phones: the Galaxy Z Flip4 and the Galaxy Z Fold4. To engage users, the email push employed colorful pink imagery, big savings and copy that informed users they could stream, game and browse all at the same time. Five email variations promoted extra storage to boost interest. The pitch to “unfold your world” also wanted to maintain a 7.5% click-to-open rate. The clear, concise text spoke to users, earning average click-to-open rate of 10.4%.

Credits: KRIS GEIST, Executive CD, Zeta Global; RICH PATTERSON, Creative Strategy Director, Zeta Global; EMILY PRESTON, Creative Director, Zeta Global; LAUREN GARNEY, Art Director, Zeta Global; KIERAN GRANT, Art Director, Zeta Global; MELISSA AVANZATO, Senior Copywriter, Zeta Global; AMY LEE, Traffic Manager, Zeta Global; NICK LENCIONI, Senior Account Manager, Zeta Global; SHELBY GARLOCK, Senior Account Director, Zeta Global

Shine Bright Scholarship Contest by 9Rooftops for Boys and Girls Club of Southwestern Pennsylvania

Boys & Girls Clubs of Southwestern PA created a Shine Bright Scholarship for teens continuing their education after high school. The email-marketing plan was twofold: engagement and facilitation. Simple, direct, easy-to-follow instructions guided participants through the application process in an encouraging, accessible way. A branded platform executed the contest over five months, with initial email engagement returning a 44% response. The digital efforts garnered positive feedback from membership clubs. And the results were heartening: 43 entrants across 12 local clubs entered to receive scholarships.

Credits: Jason Vogt, SVP + Chief Operating Officer, 9Rooftops Jennifer Friedman, Digital Delivery Manger, 9Rooftops Michael Lawrence, Lead Digital Developer, 9Rooftops Kathryn Gutmann, CRM Manager, 9Rooftops Jennifer Hayward, UX Designer, 9Rooftops Josh Dodd, Associate Digital Developer, 9Rooftops Adam Cicco, Creative Director, 9Rooftops

Data Axle and Yard House Boost Brand Awareness with Beer and Interactive “Half Yard” Parallax Scroll by Data Axle for Yard House

Yard House’s campaign cleverly opens with a draining beer glass — only to note it has 100 other draft beers on tap! To gain awareness for its offerings, Yard House relied on an interactive parallax scroll campaign that highlighted nationwide locations, menus and order options. It also noted the Half Yard glass was purchasable. The graphics made finding a local restaurant easy, keying into beers and events. Users could also receive texts to receive promotional alerts. It’s one-stop shopping for beer lovers.

Affiliated Agency: N/A

Credits: Kelsey Vigh, Sr. Director, Content, Data Axle Eda Lam, Art Director, Data Axle Becca Ward, Sr. Designer, Data Axle Holly Goode, Sr. Copywriter, Data Axle Nathan Sinnamon, Account Director, Data Axle Jun Ueno, Web Developer, Data Axle

Transactional/E-Commerce

eRenewals by AARP for eRenewals

Don’t lose access to member benefits and discounts was the message of AARP e-Renewals program designed by Shift Paradigm. The email was a reminder to AARP members, along with direct mail efforts, as they approach or pass recent renewal date. The emails are designed to communicate AARP Member Benefits, renewal discounts and rates, premiums. Shift Paradigm designed the email to highlight brands such as AT&T, Walgreens, Exxon and Mobile rewards, and others. It provided a one-click feature to select a membership term such as 5 years for $63, or 3 years for $43. The entry did not explain the success of the campaign, but it did provide an example to demonstrate the ease of use for the ecommerce transition.

Affiliated Agency: Shift Paradigm

Credits: Toby Gohn, AARP

Vera Bradley x Movable Ink Behavioral Retargeting by Vera Bradley x Movable Ink for Vera Bradley

Vera Bradley tapped Movable Ink to personalize content and deliver a range of dynamic campaigns. Behavioral targeting and data allowed the brand to craft customer experiences that promote loyalty. With the words, “Remember this. Take another peek,” in the email, abandoned items or recently browsed products get another chance based on behavior in the past 30 days. Movable Ink also powers a store locator module in all marketing and triggered messages to drive foot traffic to either the shoppers' preferred stores or the closest store location. Vera Bradley can also create the most up-to-date shipping messaging from the front end of the site into all emails. Data is power and marketers' most valuable accessory.

Credits: Marlies Zwepink, Vera Bradley Jesse Eck, Vera Bradley Tori Schneider, Vera Bradley

Kunde Automated Emails by WineGlass Marketing for Kunde Family Winery

Kunde Winery has a problem. The physical winery provides a sense of romance and serenity, but when consumers visited the online website and store, they were faced with stiff, robotic and humorless automated emails. WineGlass Marketing had to bring a sense of warmth, peace and tranquility into these communications. Photos were added, and colors and copy replaced. And, when appropriate, added boxes for cross linking and engagement for the customer to continue the conversation with the winery. Fourteen automated emails were created to communicate with consumers and sit visitors.

Credits: Marcia Mickelson, COO, Kunde Family Winery Susan DeMatei, President, WineGlass Marketing Eduardo Lago, Creative Director, WineGlass Marketing Maisy Thao, Account Executive, WineGlass Marketing

Email Marketing Sector Campaigns

Automotive

Polaris Xpedition Launch by Bold Orange Company for Polaris

Polaris, the global leader in powersports, and their longstanding partner, Bold Orange, introduced the Polaris XPEDITION, to the market. As part of the launch strategy, Bold Orange's mission engaged individuals new to the off-road category via a cohesive messaging tone and visual identity across both physical and digital, which included paid social media, direct mail, blogs, and most importantly, email. Bold Orange created a personalized experience, delivering relevant content ranging from recommended vehicles and adventure accessories to nearby geo-specific destinations and curated Spotify playlists.

Affiliated Agency: NA

Credits: - Tom Lord, Creative Director, Bold Orange Company - Tanner Quie, Director of Experience Design, Bold Orange Company - John Sheehan, Senior Copywriter, Bold Orange Company - Gabe Warnke, Copywriter, Bold Orange Company - Honovi Ho, UX/UI Design, Bold Orange Company - Melissa Kiefer, Art Director, Bold Orange Company - Mallory Schultze, Project Manager, Bold Orange Company - TJ Patrias, Associate Director, Client Strategy + Services, Bold Orange Company

Buy. Sell. We've got your back. by Hagerty for Hagerty Marketplace

Hagerty Marketplace debuted in summer 2022 offering a hands-on, tailored approach to buying and selling vehicles online. The product launch involved multi-faceted email campaigns over 12 months. As a result, subscribers have increased more than 60% since online auctions launched in November, with the aggregate click-to-open rate topping 22%. Overall, the campaigns helped drive a 159% increase in active site users since the initial launch of online auctions with an aggregate 9% click-through rate and 56% open rate.

Credits: > James Russell, Marketing Communications Specialist, Hagerty > Andy Trego, Salesforce Marketing Cloud Administrator, Hagerty > Mark MacLaughlin, Marketing Strategist, Hagerty > Benjamin Walmer, Director of Marketing Communications, Hagerty > Claire Williams, Vice President of Marketing Strategy & Communications, Hagerty

Using hyper localized weather forecasts to support contextually relevant tire swap emails. by William Thomas Digital for Mr. Lube + Tires

To increase efficiency and relevance, William Thomas Digital implemented a weather API to trigger emails based on hyper local forecasts. Not only did this eliminate the need for manual deployments, it allowed Mr. Lube to share relevant, timely communications to hyper-specific locations. This was more than just using a contextual email marketing SaaS product, it was a custom weather API that used forecasts and weather alerts at the neighborhood level as Mr Lube may have many locations in a single city or town.

Credits: WTD Greg Elliott – Managing Director Anne Chudy – Vice President, Strategy Ruth Bastedo – Group Director, Strategy Brett Cooper – Senior Digital Designer Rachel Mudge – Account Supervisor Vivek Mittal – Senior Project Manager Jeff Lynch – VP, Client Engagement Mr Lube David Waterfall – VP, Marketing Brad Jandrew – Director of Marketing Mike McLeod – Digital Marketing Manager

Entertainment

2023 NBA Rundown Newsletter by ESPN x Movable Ink for ESPN

The ESPN CRM, seeking to improve on each year’s offerings, introduced a a Lebron James-career points counter into its "2023 NBA Rundown" Lebron approached the record previously held by Kareem Abdul-Jabbar. A module connected to ESPN’s athlete API, updated Lebron’s career points total and also cited how many points he needed before topping Kareem Abdul-Jabbar all in near-real time. Finally, the headline changed from “Lebron Chases Kareen” to “Lebron Passes Kareem.” This points counter was part of a broader strategy designed to fuel fan anticipation.

Credits: Marisa Ryan, Director of CRM, ESPN

Xumo TV Engagement Program by Oracle Marketing Consulting for Comcast Xumo

Xumo TV, formerly known as XClass TV, sought to bolster product awareness and brand identity with an engagement program when rolling out its new streaming operating system. It worked with Oracle Marketing Agency Services to highlight movies, new show releases, sports and other forms of smart TV entertainment. The effort grabbed customer attention with personalized engagement, while describing the benefits and offerings of the system. One headline invited consumers to stream award-nominated films, saying, “Are they award-worthy? You decide!” Another announced “Tournament hoops are coming.”

Credits: Ashley Zesinger, Senior Director, Lifecycle Marketing, Comcast/Xumo John Briggs, Account Director Oracle Marketing Consulting Noel McGuire, Associate Account Manager Oracle Marketing Consulting Chris Wilson, Senior Director Strategy & Analytics Oracle Marketing Consulting Nick Cantu, Creative Director Oracle Marketing Consulting Kelly Moran, Senior Art Director Oracle Marketing Consulting Katie Anderson, Senior Designer Oracle Marketing Consulting Jack Clemens, Senior Copywriter Oracle Marketing Consulting

Financial

Amex’s Dynamic High-Yield Savings Account x Movable Ink by American Express x Movable Ink for American Express

The last year or so has seen an increased pace in rate hikes, resulting in a more dynamic savings environment—impacting savers' decisions and requiring them to stay vigilant and adaptable to optimize their financial strategies. For Amex’s email marketers, this meant they had to stay on constant alert as their marketing material for their High Yield Savings Account could be outdated. Amex and Sage leveraged partner Movable Ink to power a dynamic module and correspondent terms that updated based on the most recent rate.

Credits: Celia Feuer, Marketing Manager, American Express Angela Kassouf, Senior Analyst, Consumer Banking, American Express Jackie Etter, Director, Savings Marketing, American Express

AARP Savings and Planning May Money Map email by AARP Savings and Planning for AARP Savings and Planning

The Savings and Planning May Money Map email campaign drove traffic to and engagement with AARP Savings and Planning resources to share AARP tools for every stage of the audience's life after 50 years old and for every financial situation. The email sought to provide retirement content that was timely and relevant for the audience, whether they were a retiree or a pre-retiree. Email versions included messaging and content tailored to the specific audience receiving the email.

Affiliated Agency: ThomasARTS

Credits: Teal Griffey, AARP Digital Marketing Manager Kat Gardner, TA Marketing Platform Technologist Kyren Smith, TA Marketing Platform Engineer Nicole Reed, TA Art Director Caroline Peck, TA Account Supervisor

Retail

Netcore + Photobook Worldwide User Reactivation Campaign by Netcore Cloud for Photobook Worldwide

Netcore helps ecommerce and D2C brands deliver cross-platform user experiences. The Photobook app creates customized printed photo albums. They partnered to enrich Photobook’s reactivation campaign by utilizing colorful interactive emails — a quiz, product carousel and spin-the-wheel — to enhance engagement and brand awareness. Users were shown new products and designs and offered coupons as rewards. The three-part effort was carefully targeted to increase interest based on past performance, while boosting inbox rates. The 100K+ user reactivation resulted in 860% more interactions and 400% ROI.

Credits: Photobook Worldwide Team: Emylia Anwar Diallo, Designation: Head, CRM Netcore Cloud Team: Stallon Rego, Customer Success Manager

Bringing Traditional Retail Into the Light With Automated Campaigns by Logical Position for Astoria Lighting

Astoria Lighting was a novice at email campaigns, but learned to creatively produce measurable returns. The brick-and-mortar retailer determined where each customer was in the sales funnel to generate interest and client contact. From bright, clean graphics that employed a less-is-more approach, along with enticing subject titles and promos, the company’s messages, tailored to age-income, clicked. The user-friendly gifs laser-focused on location and seasons. With 174,000 emails delivered and a 51% open rate, the campaign shined bright: recording 9,833 active users on the site.

Affiliated Agency: N/A

Credits: Email Content Writer: Kristina Drendel Email Graphic Designer: Miranda Hintze Senior Email Marketing Strategist: Bryan Zale

Using hyper localized weather forecasts to support contextually relevant tire swap emails. by William Thomas Digital for Mr. Lube + Tires

Winter tires are essential in Canada — sales, swaps and repairs are a Mr. Lube specialty. Since people often wait for bad weather before acting, the company sent informative tire alerts timed to storm forecasts for specific locations. The hyper-focused messages also listed Mr. Lube’s in the area, a win-win for all. The emails capitalizing on a key fact: 75% of Canadian consumers purchase seasonal tires when they are ready to hear the message. Achieving a 45% open rate without an offer drove Mr. Lube’s relevance.

Credits: WTD Greg Elliott – Managing Director Anne Chudy – Vice President, Strategy Ruth Bastedo – Group Director, Strategy Brett Cooper – Senior Digital Designer Rachel Mudge – Account Supervisor Vivek Mittal – Senior Project Manager Jeff Lynch – VP, Client Engagement Mr Lube David Waterfall – VP, Marketing Brad Jandrew – Director of Marketing Mike McLeod – Digital Marketing Manager

Travel/Tourism

May Anniversary Promotion Campaign by Epsilon for Homes & Villas by Marriott Bonvoy

The home rental market is super competitive. To attract users to its 40,000 points, 4+ night home-villa offer, Marriott Bonvoy utilized a specially crafted three-touch global email. The campaign, targeting the U.S., U.K, EU and Asia, 63 countries in all, optimized key first-person data and strategy to drive traffic and boost revenue, make viewers’ summer bucket lists a reality. The design was clean and the follow-through simple. The select push by Epsilon, including a banner to promote sales, delivered: 40% year-over-year increases in bookings!

Affiliated Agency: Publicis Sapient (Web Tech Team)

Credits: Client Services: • Jamie Wilson, Client Account Director, Epsilon • Emma Lahvis, Senior Account Manager, Epsilon • Meaghan Maguire, Account Executive, Epsilon Project Management: • Belinda DiSilvio, Lead Program Manager, Epsilon • Marcy Barbosa, Senior Operations Manager, Epsilon • Kirsten Webb, Project Manager, Epsilon Strategy & Analytics: • Reed Pankratz, Director Email Strategy & Channel Orchestration, Epsilon • Sam Campbell, Strategic Consultant, Epsilon • Alexandra Kenyon, Director Audience Strategy, Epsilon • Kristina Rozentsvayg, Strategic Consultant, Epsilon • Theresa Condict, Director Analytics, Epsilon Creative: • Mimi Wilson, Creative Director, Epsilon • Alana Pollak, Associate Creative Director, Epsilon • Oreste Gallo, Lead Art Director, Epsilon • Christa Salem, Art Director, Epsilon • David McMillan, Lead Copywriter, Epsilon • Ryan Vasicek, Copy Editor, Epsilon • Maddy Pollard, Creative Project Manager, Epsilon Audience Delivery: • Joey Anderson, Senior Operations Manager, Epsilon • Daniel Jason, Senior Software Engineer, Epsilon • Ankita Jartarghar, Business Systems Analyst, Epsilon Email Delivery: • James Broadbent, Senior Business Systems Analyst, Epsilon • Susana Shiu, Lead Business Systems Analyst, Epsilon • Katrina Anderson, Associate Business Systems Analyst, Epsilon • Kiela Holden, Business Systems Analyst, Epsilon

Wildcard

New Year's Email Swag Drop by Litmus for Litmus

To prove its platform could make email a destination worth multiple trips, Litmus sent an email on December 29th asking recipients to return New Year’s Day to enter a sweepstakes for a swag package. During the following two days, returnees saw a dynamically changing countdown timer, and on January 1, an “It’s Time to Click” button. Over a quarter of the recipients returned to the email on that day, with over 500 entering the sweepstakes.

Credits: Carin Slater, Email marketing specialist, Litmus (Responsible for strategy and email development) Hannah Tiner, Email design and production specialist, Litmus (Responsible for strategy and email design) Jaina Mistry, Director, Content and Email Marketing, Litmus (Responsible for strategy)

GAF Email Template Suite by GAF for GAF

For the first time in three years, roofing manufacturer GAF rebranded its template designs for newsletters, events, surveys, and dedicated emails. This resulted in an average unique open rate of 22.29% during Q1 2023, compared to 20.44% in the previous quarter. The click-to-open rate averaged 16.53% in Q1 2023, compared to 11.70% the previous quarter. GAF’s emails are delivered to such audiences as contractors, distributors, property managers/owners, architects, and internal groups.

Credits: Carlos Caicedo, Creative Director, GAF; Jenna MacNeill, Designer, GAF; Chris Gazzo, Designer, GAF; Leonora Gordon, Project Manager, GAF;  Don Kilcoyne, Copywriter, GAF; Michael Hyde, Copywriter, GAF; Karen Goulart, Copywriter, GAF; Kristen Kruczowy, Copywriter, GAF; Katerina Roskova, Integrated Marketing Manager, GAF; Alison Dahlhaus, Integrated Marketing Manager, GAF; Richard Toonkel, Retoucher, GAF; Chip Chaffee, Automation Manager, GAF

Netcore + 99 Group Zero-Party Data Collection Campaign by Netcore Cloud for 99 Group

Singapore-based real estate portal 99 Group used the Netcore Cloud platform to embed interactive forms within emails. The forms seamlessly gathered zero-party data on such customer preferences as location, price range, and number of bedrooms. Previously, 99 Group emails had required users to visit external web pages or its app to input their preferences. The results: a 5X surge in lead generation, 30% increase in conversions, and the ability to further personalize future email outreach.

Credits: 99 Group Team: Bharat Buxani, Senior VP Marketing; Firman Pamungkas Putra, Associate VP Marketing Heru Nasihin, Senior Marketing Manager Netcore Team: Ganesh Rai, Senior Product Manager Siddhesh Sawant, Regional Vice President - Indonesia, Australia and New Zealand Anit Nayak, Head of Customer Success - Indonesia