Email Marketing Creativity

Best Use of Dynamic Email Content

Coach Dynamic Recently Viewed Products by Movable Ink for Coach

Coach wanted to increase purchases from customers who had previously browsed products, so the company called on Movable Ink to power a contextual email campaign that updated the content based on the customer’s shopping activity. Customers saw Version A if they had browsed products in the last 15 days. Other customers were shown Version B, a fallback banner that encouraged customers to visit the online store. The campaign saw an 80% lift in CTOR, a 44% lift in CVR, and a 4% lift in revenue.

Credits: Lesley Oberdorf, Director, Global CRM & Direct Marketing, Coach Danielle Ayres, Manager, CRM, Coach Annette Babot, Assistant Manager, CRM, Coach Sara Censoprano, Client Experience Manager, Movable Ink

48North CRM Strategy by William Thomas Digital for 48North Cannabis

48North Cannabis wanted to develop a CRM strategy to connect with investors and consumers. The campaign aimed to drive recall, create mindshare, and motivate purchases. A web-hosted survey was created to collect marketing data through email sign-ups. The email would include content other than corporate updates and press releases. The content educated consumers with information on products, brands and more. The new approach outperformed, improving open rates by 129%, click-to-open rates by 195%, and unsubscribe rates by 8%. The product content click volume reached 115% of the target.

Affiliated Agency: William Thomas Digital

Credits: Greg Elliott, Managing Director, William Thomas Digital Chris Genuis, Practice Lead, William Thomas Digital Anne Chudy, Director, Strategy, William Thomas Digital Valerie Thomas, Strategist, William Thomas Digital Yuval Sinai, Director, Solution Architect, William Thomas Digital Ian Hoar, Director, Development, William Thomas Digital Andrea Fischer, Campaign Manager, William Thomas Digital Bob Sybydlo, Director, Marketing Technology, William Thomas Digital Kailey Borg, Account Manager, William Thomas Digital Olga Kham, HTML/Email Developer, William Thomas Digital Molly Berman, Digital Designer, William Thomas Digital Saffron Boyd, Senior Brand Manager, 48North Kyla Killackey, Digital Marketing Manager, 48North

Scotts Program How to Apply Email by Scotts Miracle-Gro Company for Scotts Program CRM

Scotts Miracle-Gro launched a lawn subscription service personalized to individuals. It asks consumers to take a quiz to determine their lawn needs through the “How to Apply” campaign, which customizes the bundled service based on location and timing. An API triggers a custom email 12 hours after the order ships. In that email are instructions on how and when to apply the products. Within three years, the campaign drove 73% increase in open rates compared with averages, 180% YoY revenue, and 60% seasonal retention rates.

Affiliated Agency: Disruptive Advertising, Lindon, UT

Credits: Sara Main, Sr. CRM Analyst, Scotts Miracle-Gro Company Amanda Scarnechia, Manager, CRM & Consumer Data

Best Email Newsletter

A FWD: Thinking Approach to Email Newsletters by AWeber for AWeber

AWeber practiced what it was preaching in FWD: Thinking, a weekly newsletter aimed at email marketers. The email service company deployed an AMP for Email element, both displaying and educating readers about the interactive technology. Engagement with AMP for Email rose by 200% in four months. In addition, the newsletter contains tips, surveys, image carousels, widgets and even a quiz, asking such questions as, “When was the first email autoresponder created?” This led to an increase in average open rates and positive feedback from subscribers.

Credits: Liz Willits, Senior Content Marketing Specialist, AWeber Kelly Forst, Marketing Communication Specialist, AWeber Rob Patterson, Chief Marketing Officer, AWeber Jesse Kennedy, Creative Director, AWeber Jeni McGuigan, Email Designer, AWeber Dave Stys, Technical Product Manager, AWeber

Marriott Bonvoy Traveler by Yes Marketing for Marriott

Marriott had a solution for loyalty members unable to travel during the pandemic: virtual tours of iconic destinations from the Sahara Desert to Versailles. Subscribers to the Marriott Bonvoy Traveler newsletter were urged to “level up your armchair travel” and take a virtual vacation. Those who did were served a variety of content, including podcasts, movie recommendations and tips for handling cancellations. The newsletter engaged readers, achieving the highest open rate since its launch and a unique open rate 47% higher than its monthly goal

Credits: Robin Bennefield, Editorial Director, Marriott Creative and Content Marketing, Editor-in-Chief, Marriott Bonvoy Traveler Jen Tabbal, Senior Content Director, Yes Marketing Erica Huntley, Senior Marketing Strategist, Yes Marketing Diana Prado, Marketing Strategy Analyst, Yes Marketing Sterling Crain, Art Director, Yes Marketing Diana Strandberg, Director, Client Services, Yes Marketing Kaitlin Seger, Account Manager, Yes Marketing

Your Business by The Numbers 2.0 by ERGO for American Express

American Express had increased its incremental revenue by 10X since launching the Your Business By The Numbers newsletter for small businesses in 2017. In a 2019/20 upgrade, the company improved the graphics and personalization, deploying over 350 modules so each customer gets a unique version. Now featured are a notification bar displaying pressing news like account servicing, and an API tying points to a dollar amount, not just a point balance. The result: $1.5 billion in incremental spend. Openers spend over 48% more than non-openers.

Credits: Marissa Goba, Senior Manager, Digital Customer Marketing Krystian Tomasiewicz, American Express Thomas Monahan, American Express Sergei Rokachov, American Express John Hendricks, CEO, ERGO Jackie Dunning, VP, Strategy & Content, ERGO Stephen Henke, Senior Content Strategist, ERGO Beth Roche, Senior Designer, ERGO Gina Abbatiello, Designer, ERGO David Stansberry, Content Writer, ERGO Delilah Schwartz, Senior Client Success Manager, ERGO

AI/Machine Learning/Data Driven Marketing

365-Day Customer Engagement Program by William Thomas Digital for Scotiabank

Scotiabank’s anniversary program uses 116 data points to personalize messages to millions of loyalty program customers. Sixty data points and 62 images in more than 25 variations help to create a one-on-one experience through custom emails that celebrate their debit card sign-up anniversary months. The campaign, which included a landing page, achieved a 69% unique open rate compared with 33% industry average, 56% spent more than 15 seconds reading the email compared to 40% for other Scotia SCENE emails 94% of survey respondents liked receiving their summary.

Affiliated Agency: William Thomas Digital

Credits: Greg Elliott, Managing Director, William Thomas Digital Manny Da Silva, Practice Lead, William Thomas Digital Anne Chudy, Director, Strategy, William Thomas Digital Ron Ramos, Director, Marketing Technology, William Thomas Digital Ian Hoar, Director, Development, William Thomas Digital Fred Pakkala, Solutions Consultant, William Thomas Digital Cody Lee, Account Manager, William Thomas Digital Olga Kham, HTML/Email Developer, William Thomas Digital Molly Berman, Digital Designer, William Thomas Digital Larysa Rodriguez, Director, Partnerships, Segments & RESL, Scotiabank Mackenzie Williams-White, Senior Manager, Partnerships & Rewards Marketing, Scotiabank Carlyle Cadhit, Manager, Partnerships & Rewards Marketing, Scotiabank Zahid Rangwala, Senior Manager, Strategic Initiatives, Loyalty & Partnerships, Scotiabank Judyta Patla, Senior Manager, Multi-Product / Segments, Scotiabank

Dell's Warranty Renewal Program by MODintelechy for Dell Technologies

Dell wanted to drive personalized communications for warranty renewal to its customers, so it tuned to MODintelechy to build a content strategy with a mix of email, direct mail, and online marketing. The approach used in 47 countries and 28 languages improved sales activities, and generated inbound contract renewal through email and postal mail notifications. Results drove a 5,275% increase in phone call volume, 840% YTD revenue increase, and more than 39,000 responses via RFI forms.

Affiliated Agency: Epsilon, email service provider

Credits: Pam Perez, Vice President of Data Services, MODintelechy Phani Virupakshi, BI/SQL Developer, MODintelechy Cal Cavness, Sr. Analyst, MODintelechy Rob Bryson, Account Director, MODintelechy Adam Dudd, Director of Creative Services Meg Redinger, Sr. Marketing Program Manager, Dell Technologies

Your Business by The Numbers 2.0 by ERGO for American Express

American Express Small Business wanted to increase loyalty with their personalized monthly newsletter, Your Business by the Numbers. ERGO, which has supported the program for years, developed three unique design approaches. Small business customers tested the approaches with eye tracking analysis and gave feedback on the updated content, template redesign, and visual direction. The approach used data, updated illustration-based design, and API-driven rewards and offers based on amount card members spend to drive higher engagement rates, time spend in the inbox, and dollars spent.

Credits: Marissa Goba, Senior Manager, Digital Customer Marketing Krystian Tomasiewicz, American Express Thomas Monahan, American Express Sergei Rokachov, American Express John Hendricks, CEO, ERGO Jackie Dunning, VP, Strategy & Content, ERGO Stephen Henke, Senior Content Strategist, ERGO Beth Roche, Senior Designer, ERGO Gina Abbatiello, Designer, ERGO David Stansberry, Content Writer, ERGO Delilah Schwartz, Senior Client Success Manager, ERGO

Content Marketing

Get the most out of your AirFryer by Cuisinart for Cuisinart

Cuisinart sought to nurture two groups with a hyper- personalized campaign for its AirFryer product line. The Prospect email went to consumers who had shown interest, and achieved a 54.35% open rate and 26.56 click-to-open rate. The Dynamic Owner email went to prior buyers, pulling a 48.77% open rate and 43.79% click-to-open rate. Overall, the campaign generated 47.27% more revenue than the average one-off email effort in 2020, and accounted tor 76.58% of sales from the channel in April, the month the campaign took place.

Affiliated Agency: Whereoware

Credits: Mary Rodgers, Director of Marketing Communications, Cuisinart Christine Kapp, Senior Digital Marketing Manager, Cuisinart Amanda Hescock, Senior Digital Account Manager, Whereoware Alyson Hunter, Director of Internal Marketing, Whereoware Erin Alemdar, Senior Digital Strategist, Whereoware

Yard House - Lifestyle Menu by Yes Marketing for Yard House

Low-calorie recipes were featured in this January email campaign from restaurant chain Yard House. Subscribers who clicked through were brought to a website highlighting healthy items in the Yard House menu. “These dishes are full of flavor, not calories,” the headline informed recipients. In addition, the email included an animated email GIF that invited readers to view a video of the restaurant staff preparing their Steak Bowl dish. Tied to New Year’s resolutions, the campaign drove engagement and awareness of the chain’s healthy menu items.

Credits: Lauren Berg, Brand Manager, Yard House Jessica Leyva, Associate Brand Manager, Yard House Matt Simeone, Associate Brand Manager, Yard House Kelsey Vigh, Creative Director, Yes Marketing Kelly McMahon, Senior Designer, Yes Marketing Kimberly Snyder, Sr. Marketing Strategist, Yes Marketing Nate Sinnamon, Senior Account Manager, Yes Marketing

Ryka for Nurses by Caleres, Inc dba Ryka for Caleres, Inc dba Ryka

Nurses and other medical professionals serving during the pandemic were sent “thank-you “ emails by Ryka, offering each a free pair of sneakers. The campaign was conceived, designed and built within 36 hours by an all-female email team. This team also built a landing page and CRM connection and created triggered confirmation emails. Over 6,000 applications came in within 36 hours—so many that the firm ran out of product and had to issue coupons for a different pair at a discount with free shipping.

Affiliated Agency: Salesforce

Credits:

Corrina Cohen, Salesforce Marketing Cloud Developer & Product Manager, Caleres; Christine Walston, Manager, Marketing Communications, Caleres; Natalie Johnson, Graphic Designer, Caleres; Erin Watkins, Senior Specialist, Email Marketing, Caleres; Holly Campbell, Vice President Marketing, Caleres; Jen Wiley, Creative Director, Caleres; Rachel Zakoura , Marketing Manager, Caleres

 

Best Use of Interactive Emails

Pacers Game Attendee Survey by Pacers Sports & Entertainment for Indiana Pacers

The Indiana Pacers wanted a post-game survey that would increase engagement and improve the experience for fans. So they added an interactive email form to increase responses, but it also gave them the ability to share the data across other departments in the company. Marketers now can use the feature to sync the responses directly from the email software to the CRM platform without manually downloading or uploading the data.

Credits: Kyle Teague, Marketing Cloud Coordinator, Pacers Sports & Entertainment Celeste Ballou, Director of Digital Marketing, Pacers Sports & Entertainment

Interactive mystery campaigns drive conversions by Liveclicker for Hot Topic, Inc.

Hot Topic worked with Liveclicker to create an interactive email that would drive people to the site, increasing engagement. A click led to a personalized, integrated offer based on historical purchases. Emails showcased seasonally themed animation with a random discount. The campaigns on average saw a 30% increase in click to opens, 25% increase in click through rate, and because they drove more site traffic, a 14% increase in conversion rate over equivalent campaigns without the new feature.

Credits: Brooke Schommer, Account Development Manager, Liveclicker Camila de la Torre, Head of Support, Liveclicker Mérida Mateo, Email Developer, Liveclicker Faith Bukauskas, Sr. Email Analyst, Hot Topic Alan Ho, Email Coordinator, Hot Topic

Ace Hardware - Mystery offer by Yes Marketing for Ace Hardware

Ace Hardware’s animated mystery interactive email opens with a bright red tool box, prompting those who receive it to click to reveal. The animated GIF teases the recipient with three question marks. Once clicked the exclusive offer—just for Ace Rewards members—is revealed in the email. Members can use the promo code online or show the coupon to associates in stores to receive a discount on their purchase. Ace Hardware tapped Yes Marketing to create the email campaign.

Credits: Caryn Haack, Ace Rewards Program Manager Andrey Kolesnik, Web Developer, Professional Technical Services Maura O. Boland, Senior Account Manager, Yes Marketing Paolo J. Pepe, Account Director, Yes Marketing

Loyalty or Membership Programs

SCENE Loyalty Winter Show-Off Campaign by William Thomas Digital for SCENE Loyalty

SCENE wanted to increase card activity and new member registrations in their loyalty program, so it turned to William Thomas Digital, which created a campaign to keep members active. Encrypted links enabled click-to-enroll sessions, and triggered emails were activated by transactions and card activities, for example. Messages promoted All-Star contest and a last call email that highlighted the NBA-specific deadline, to name a few. The campaign exceeded SCENE’s expectations, with 123% lift in card activity, 23% above registrations target, 284,000 inactive members reactivated, and 132,000 new members.

Affiliated Agency: William Thomas Digital

Credits: Greg Elliott, Managing Director, William Thomas Digital Scott Vickery, Entertainment Practice Lead, William Thomas Digital Alice Keogh, Senior Director, Client Delivery, William Thomas Digital Ron Ramos, Director, Marketing Technology, William Thomas Digital Ian Hoar, Director, Development, William Thomas Digital Kailey Borg, Account Manager, William Thomas Digital Matthew Seagrim, Managing Director, SCENE Ryan Giff, Executive Director Partnerships, SCENE Susan LeBlanc, Senior Manager, Acquisition & Brand Marketing, SCENE Jessica Drozd, Marketing Manager, Acquisition & Brand, SCENE

The Ritz-Carlton - New Years by Yes Marketing for The Ritz-Carlton

Happy New Year. Experience Someplace New. The Ritz-Carlton sent special messages focusing on “new” to celebrate the New Year—complete with a personalized holiday message thanking members for their loyalty. The email incorporated a short video. The thank you message to guests included their first name with personalized wishes for a new year to remember. The theme—new—took the opportunity to introduce the newest hotels to guests worldwide. Open rates were 58% above the brand’s average and click-to-open rates were 69% above the average for the brand.

Credits: Erica Green, Senior Manager, Brand Marketing, The Ritz-Carlton Jamie Kerr, Director of Global Brand Marketing, The Ritz-Carlton Emma Ratpojanakul, Senior Program Specialist, Brand Marketing, The Ritz-Carlton Kevin Walsh, Senior Director CRM, The Ritz-Carlton Janet Yungwirth, Director, Digital & Social Marketing, The Ritz-Carlton Ali Omer, Manager, Digital Marketing, The Ritz-Carlton Jen Tabbal, Senior Content Director, Yes Marketing Erica Huntley, Senior Marketing Strategist, Yes Marketing Diana Prado, Marketing Strategy Analyst, Yes Marketing Sterling Crain, Art Director, Yes Marketing Diana Strandberg, Director, Client Services, Yes Marketing Kaitlin Seger, Account Manager, Yes Marketing

Your Business by The Numbers 2.0 by ERGO for American Express

Some might think American Express is synonymous with loyalty. The American Express Small Business monthly email newsletter program, “Your Business by the Numbers,” has always been successful, but AMEX wanted to build on its strength. The new program included three unique design approaches, testing it through eye tracking analysis with small business customers. The final approach incorporated data, updated illustration design, and API-driven rewards and offers based on a card member spend habits. It increased click rates, reward redemption, spend, and open rates.

Credits: Marissa Goba, Senior Manager, Digital Customer Marketing Krystian Tomasiewicz, American Express Thomas Monahan, American Express Sergei Rokachov, American Express John Hendricks, CEO, ERGO Jackie Dunning, VP, Strategy & Content, ERGO Stephen Henke, Senior Content Strategist, ERGO Beth Roche, Senior Designer, ERGO Gina Abbatiello, Designer, ERGO David Stansberry, Content Writer, ERGO Delilah Schwartz, Senior Client Success Manager, ERGO

Lifecycle Programs

Farewell Emails by Firewood for Firewood

The Shop at digital marketing agency Firewood faced an unusual email challenge: not to welcome people but to bid them farewell. The goal was to congratulate Google’s associate product marketing managers (APMMs) on moving to the next stage in their 18-month rotations. The Farewell email campaign reminds APMMs of their successes, and is part of an ongoing effort to stay in touch with them as they advance through Google. Started in 2018, the program has led to the building of strong relationships with the APMMs.

Credits: Maddie Collins, Art Director, Firewood Ashley Nickerson, Art Director, Firewood Rose Yin, Copywriter, Firewood Giovanna O’Grady, Account Director, Firewood Susan Parker, Group Creative Director, Firewood

Elevated Customer Acquisition by Sailthru for Raise

Raise, a mobile payments and gift card marketer, is using lifecycle insights to engage members via email, web site and mobile app, starting with a rich multichannel welcome series. Supported by algorithm-based testing, the campaign succeeds in driving both current and future purchases. Working with Sailthru, Raise uncovered several lifecycle insights that have enabled it to increase purchases at all stages. For example, it found that “Buy Now, Save Later” messages helped move customers halfway to five purchases, the magic number that means continued loyalty.

Credits: Kelly Hickey, Senior Marketing Manager, Raise Tyler Sutton, Customer Success Manager, Sailthru

Progressive Profiling: Basic Onboarding Experience by Vimeo for Vimeo

Vimeo, a video platform and community, enhanced its onboarding program by asking customers, “Which bests describes how you’re using Vimeo?”and “What’s your primary goal?” The answers enabled Vimeo to send customers on more tailored journeys and to upsell them on appropriate paid plans. And it helped the company divert users into the most appropriate series. In addition, Vimeo used the information to create four streams of content—for small business users, creative professional, corporate users an a control group, and send separate emails to each.

Affiliated Agency: Salesforce

Credits: Parker Schott, CRM Manager, Vimeo Julio Cabrera, Email Marketing Producer, Vimeo

Multiple Messaging

SCENE Loyalty Winter Show-Off Campaign by William Thomas Digital for SCENE Loyalty

SCENE, Canada’s biggest entertainment loyalty program, had an unlikely goal: To drive various forms of fun during Canada’s forbidding winter. It launched what it called its Loyalty Winter Show-Off campaign. This effort had multiple goals: To increase black card activity, encourage email sign-ups and create business for Cineplex and Recipe partners. The elements included triggered emails, a contest featuring tickets to the NBA All-Star game and targeted offers. The campaign generated a 125% hike in card activity, reactivation of 284,000 members and 132,000 new customers.

Affiliated Agency: William Thomas Digital

Credits: Greg Elliott, Managing Director, William Thomas Digital Scott Vickery, Entertainment Practice Lead, William Thomas Digital Alice Keogh, Senior Director, Client Delivery, William Thomas Digital Ron Ramos, Director, Marketing Technology, William Thomas Digital Ian Hoar, Director, Development, William Thomas Digital Kailey Borg, Account Manager, William Thomas Digital Matthew Seagrim, Managing Director, SCENE Ryan Giff, Executive Director Partnerships, SCENE Susan LeBlanc, Senior Manager, Acquisition & Brand Marketing, SCENE Jessica Drozd, Marketing Manager, Acquisition & Brand, SCENE

SCENE New Member Onboarding by William Thomas Digital for SCENE

SCENE, Canada’s entertainment loyalty program, realized it had to do a better job of onboarding members. It faced low initial activation and understanding of the program. The solution was a two-phase campaign, consisting of an introductory effort focused on benefits discovery and hyper-personalized messages encouraging members to redeem opportunities with SCENE partners. In onboarding 10,000 new members, Scene doubled open rates, and drove click activity that was four times that of its prior rate. In addition, it achieved a 20% lift in early card activity.

Affiliated Agency: William Thomas Digital

Credits: Greg Elliott, Managing Director, William Thomas Digital Scott Vickery, Entertainment Practice Lead, William Thomas Digital Alice Keogh, Senior Director, Client Delivery, William Thomas Digital Anne Chudy, Director, Strategy, William Thomas Digital Tim Cormick, Director, Strategy, William Thomas Digital Ron Ramos, Director, Marketing Technology, William Thomas Digital Ian Hoar, Director, Development, William Thomas Digital Kailey Borg, Account Manager, William Thomas Digital Ryan Giff, Executive Director Partnerships, SCENE Susan LeBlanc, Senior Manager, Acquisition & Brand Marketing, SCENE Matthew Seagrim, Managing Director, SCENE Aryana Heit, Marketing Manager, SCENE Sydney Strimas-Pollack, Marketing Coordinator, SCENE

The Time is Now for Connected TV by The Trade Desk for The Trade Desk

The Trade Desk launched a campaign for its Connected TV, featuring a gated white paper and other content, and supported by email. The audience was split into two drip email streams (new inquiries and existing records). The effort featured batch and trigger send logic, A/B testing of subject lines and reminders to download the paper. Of 50,000 emails delivered, 25% were opened, and there was a clickthrough rate of 6%, surpassing industry benchmarks. And 360 qualified leads and a $10 million sales pipeline were generated.

Credits: Roman Tkachenko, Sr. Manager, Customer Journey Lauren Wilson, Director, Digital Marketing John Petralia, VP Marketing Strategy & Operations Shana Hale, Global Creative Director Brooke Westfall, Senior Creative Director Evan Lambert, Senior Copywriter Jacquie Gordon, Senior Associate, Digital Marketing

Sales/Contests/Offers

SCENE Loyalty Winter Show-Off Campaign by William Thomas Digital for SCENE Loyalty

SCENE, Canada’s entertainment loyalty program, wanted to drive various forms of fun during the Canadian winter, so it launched the Winter Show-Off campaign. This effort had multiple goals: To increase black card activity, encourage email sign-ups and create business for Cineplex and Recipe partners. The elements included triggered emails, a contest featuring tickets to the NBA All-Star game and targeted offers. The campaign generated a 125% hike in card activity, a 23% lift over the registration target, reactivation of 284,000 members and 132,000 new customers.

Affiliated Agency: William Thomas Digital

Credits: Greg Elliott, Managing Director, William Thomas Digital Scott Vickery, Entertainment Practice Lead, William Thomas Digital Alice Keogh, Senior Director, Client Delivery, William Thomas Digital Ron Ramos, Director, Marketing Technology, William Thomas Digital Ian Hoar, Director, Development, William Thomas Digital Kailey Borg, Account Manager, William Thomas Digital Matthew Seagrim, Managing Director, SCENE Ryan Giff, Executive Director Partnerships, SCENE Susan LeBlanc, Senior Manager, Acquisition & Brand Marketing, SCENE Jessica Drozd, Marketing Manager, Acquisition & Brand, SCENE

Logitech - Work from Home by Yes Marketing for Logitech

Logitech used email to reach people learning or working at home during the pandemic. The goal: To offer tools and upgrades that would provide a more comfortable experience. Each email showcased a special need and products to fill it. For example, one email said, “Work in Comfort.” Another promised “Home Learning Made Easier.” One email offered “tech essentials that help you look an sound your best. “ The campaign was designed to help users adapt to the new environment at a unique moment in time.

Credits: Jun Boo, Audience Marketing Team Lead , Logitech Gavin Handley, Senior Strategist, Yes Marketing Travis Rice, Creative Director, Yes Marketing Scott Seiter, Art Director, Yes Marketing Jen Tabbal, Senior Content Director, Yes Marketing

See's Candies - Lollypop Day by Yes Marketing for See's Candies

See’s Candies celebrates National Lollypop Day every July 20th by offering a free lollypop to visitors at one of its shops. See’s previewed the occasion by sending an email featuring an animated gif. The email reminds customers about the event, and adds, “Starts now: 20% off See’s lollypops,” a discount covering select boxes of the candies. Subscribers were invited to “Shop Now” and ”Find A Shop.” The campaign pulled a conversion rate 47% higher than average for emails sent by the bran during the summer.

Credits: Julie Moldafsky, Marketing Manager, See’s Candies Jeff Hartung, Marketing Production Manager, See’s Candies Leslie Horenstein, VP of Marketing, See’s Candies Laura Smith, Senior Designer, Yes Marketing Mike Metschan, Art Director, Yes Marketing Neil Arsenty, Production, Team Lead, Yes Marketing Ryan Seymour, Email Manager II, Yes Marketing Becky Bautch, Account Director, Yes Marketing Robert White, Account Director, Yes Marketing Capricia Alston, Sr. Copywriter, Yes Marketing Brittany Patterson, Sr. Account Manager, Yes Marketing Cheryle Ross, Sr. Strategist, Yes Marketing Ted Kim, Sr. Strategist, Yes Marketing Bryan Finke, SVP of Strategy, Yes Marketing

Transactional/E-Commerce

Pandora Jewelry Social Proof by Movable Ink for Pandora Jewelry

Pandora jewelry boosted sales by telling shoppers what other people were thinking of buying. Working with Movable Ink, it leveraged social proof to show the number of views on a category within seven days—i.e., “1,000 people are shopping for rings.” In an A/B test, emails with social proof banners for rings and charms produced a 27% higher AOV than those without, and generated 45% of total campaign revenue. They also drove over 500 conversions, 48% of the campaign’s total, and 48% of its clicks.

Credits: Jennifer Glass, Director of Digital Marketing North America, Pandora Connor Hurson, Manager CRM & Loyalty, Pandora Sara Censoprano, Client Experience Manager, Movable Ink

Coach Abandon Cart by Movable Ink for Coach

Coach attacked the problem of abandoned carts with a dynamic email campaign utilizing Movable Ink’s Behavioral App. Any shopper who abandoned a cart in the last 15 days could get a promotional email with a banner showing the abandoned product and a link to complete the purchase. A version with no product image produced a 9% lift in CVR and 13% in CTR. But the emails featuring an image generated a 36% boost in CVR, a 68% rise in CTR and a 91% revenue lift.

Credits: Lesley Oberdorf, Director, Global CRM & Direct Marketing, Coach Danielle Ayres, Manager, CRM, Coach Annette Babot, Assistant Manager, CRM, Coach Sara Censoprano, Client Experience Manager, Movable Ink

How RevZilla Turns Browsers Into Buyers With Personalization by Sailthru for RevZilla

RevZilla, an after-market retailer serving motorcycle enthusiasts, moved from blasting generic emails to sending deeply personalized messages based on preferred bike brand, riding style, gender, past purchases and browsing behavior. Using Sailthru’s Lifestyle Optimizer, It started with a personalized welcome series, and proceeded to automated triggered messaging. RevZilla now has 20 triggered browse-based programs. In one campaign to sell helmets, the brand sent over 100 versions of the same message. The result: RevZilla has generated higher conversions and 100% more revenue with its personalized emails.

Credits: Andrew Lim, Director of Retention Marketing, RevZilla Sarah Roman, Senior Customer Success Manager, Sailthru

Email Marketing Sector Campaigns

Entertainment

SCENE Winter Show-Off Campaign by William Thomas Digital for SCENE

A campaign from William Thomas Digital and Canada’s largest entertainment loyalty program SCENE encouraged members to get out and brave the cold winter to earn bonus points and prizes, and a chance to win a trip to Chicago, or NBA All-Star game tickets. Mass campaign assets were leveraged in French and English for email, SMS and push notifications, personalized through member data. The campaign resulted in a 123% lift in SCENE card activity, 284,00 inactive members reactivated and 132,000 new members.

Affiliated Agency: William Thomas Digital

Credits: Greg Elliott, Managing Director, William Thomas Digital Alice Keogh, Senior Director, Client Delivery, William Thomas Digital Ron Ramos, Director, Marketing Technology, William Thomas Digital Ian Hoar, Director, Development, William Thomas Digital Kailey Borg, Account Manager, William Thomas Digital Matthew Seagrim, Managing Director, SCENE Ryan Giff, Executive Director Partnerships, SCENE Susan LeBlanc, Senior Manager, Acquisition & Brand Marketing, SCENE Jessica Drozd, Marketing Manager, Acquisition & Brand, SCENE

SCENE New Member Onboarding by William Thomas Digital for SCENE

Canada’s largest entertainment loyalty program SCENE had low activation, early usage and understanding of its program for new members. With William Thomas Digital, SCENE introduced a two-phase onboarding program that leveraged member data, delivering personalized, timely communications across multiple channels, including landing pages, push notifications, SMS and social media ads. In the first few weeks, SCENE onboarded 10,000 new members. SCENE saw a 20% lift in early card activity. Open rates on key communications were up to 2x higher than before.

Affiliated Agency: William Thomas Digital

Credits: Greg Elliott, Managing Director, William Thomas Digital Scott Vickery, Entertainment Practice Lead, William Thomas Digital Alice Keogh, Senior Director, Client Delivery, William Thomas Digital Anne Chudy, Director, Strategy, William Thomas Digital Tim Cormick, Director, Strategy, William Thomas Digital Ron Ramos, Director, Marketing Technology, William Thomas Digital Ian Hoar, Director, Development, William Thomas Digital Kaily Borg, Account Manager, William Thomas Digital Ryan Giff, Executive Director Partnerships, SCENE Susan LeBlanc, Senior Manager, Acquisition & Brand Marketing, SCENE Matthew Seagrim, Managing Director, SCENE Aryana Heit, Marketing Manager, SCENE Sydney Strimas-Pollack, Marketing Coordinator, SCENE

Interactive Email Game Attendee Survey by Pacers Sports & Entertainment for Pacers Sports & Entertainment

Pacers Sports & Entertainment revamped the post-game e-mail sent to attendees redirecting fans to an online survey. An interactive email sent to Pacers basketball game attendees in March had a question form embedded directly inside the email instead. Users who gave a low rating for game experience satisfaction were sent to customer service. Fans could opt in to receive messages about ticket deals. PS&E saw an 18% increase in email engagement, with a better conversion rate and user experience and more actionable feedback.

Affiliated Agency: Salesforce

Credits: Kyle Teague, Marketing Cloud Coordinator, Pacers Sports & Entertainment

Financial

365-Day Customer Engagement Program by William Thomas Digital for Scotiabank

Scotiabank’s loyalty program SCENE, a partnership with Cineplex Entertainment, serves 3.5 million customers who have a debit or Visa card. To encourage card use and educate customers in the value of bank cards in accelerating rewards, the bank created an anniversary program. It utilizes Salesforce Marketing Cloud to automate emails with scrolling data narrative containing 60 data points and 62 images. This resulted in a 69% unique open rate. In addition, 56% spent more than 15 seconds reading the email and 94% liked their summary.

Affiliated Agency: William Thomas Digital

Credits: Greg Elliott, Managing Director, William Thomas Digital Manny Da Silva, Practice Lead, William Thomas Digital Anne Chudy, Director, Strategy, William Thomas Digital Ron Ramos, Director, Marketing Technology, William Thomas Digital Ian Hoar, Director, Development, William Thomas Digital Fred Pakkala, Solutions Consultant, William Thomas Digital Cody Lee, Account Manager, William Thomas Digital Olga Kham, HTML/Email Developer, William Thomas Digital Molly Berman, Digital Designer, William Thomas Digital Larysa Rodriguez, Director, Partnerships, Segments & RESL, Scotiabank Mackenzie Williams-White, Senior Manager, Partnerships & Rewards Marketing, Scotiabank Carlyle Cadhit, Manager, Partnerships & Rewards Marketing, Scotiabank Zahid Rangwala, Senior Manager, Strategic Initiatives, Loyalty & Partnerships, Scotiabank Judyta Patla, Senior Manager, Multi-Product / Segments, Scotiabank

Bank of The West Send Time Optimization by Oracle CX Marketing Cloud Services for Bank of the West

Bank of the West realized that customers were banking online at all hours of day or night. It built a model to determine the optimal send times for emails and improve response rates for important financial messages. Using the Oracle Responsys email platform, the bank selected eight key campaigns and deployed a send-time optimization strategy to ensure the timing was right. The email using the send time optimization strategy achieved a 12% increase in the open rate sand a 6% hike in the click-through rate.

Credits: Brad Clark, VP Email Marketing

Visa Infinite Dining Series by Yes Marketing for Visa

Visa created an email campaign highlighting its Infinite Dining Series for Canadian cardholders. Members were provided with access to unique menus and wine-pairings at restaurants across the country. And they were offered the chance to dine with two of Canada’s renowned chefs in spots from Vancouver to Montreal. The email says, “Book your seat at the table” an includes a call-to-action inviting recipients to “see all events.” Featuring succinct copy and eye-catching photos, the email pulled an open rate that was over twice the industry average.

Credits: Thilini Indraratne, Manager, Affluent Marketing, VISA Canada Jen Tabbal, Senior Content Director, Yes Marketing Sterling Crain, Art Director, Yes Marketing Jocelyn Zobitz, Sr. Account Manager, Yes Marketing Meghan Monahan, Account Manager, Yes Marketing Kris Mansour, Email Manager, Yes Marketing