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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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