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

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

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%.

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

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.

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

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

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.

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

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

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.

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

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

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

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

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

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

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

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.

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

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

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!

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

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