The Salvation Army sent only one email for Giving Tuesday in 2017. In 2018, it sent two advance emails, inviting donors to “Save the Date,” and asking, “Can’t Wait? Give Today.” One version featured animation showing days falling off a calendar. On Giving Tuesday, two emails were sent with stronger asks and links to a page with matching opportunities. The campaign raised 85% more than the initial goal, and increased the number of donors by 800%. Profiling helped raise the median donation by 50%.

Credits: Nicole Nicklin – Territorial Director of Digital Strategy, The Salvation Army Central Territory Piper LeJeune – Territorial Director of Digital Strategy, The Salvation Army Southern Territory Marika McKissick – Territorial Digital Strategist, The Salvation Army Southern Territory Brenda Jones – Territorial Director of Digital Strategy, The Salvation Army Western Territory Cory Gaudaur – Territorial Digital Operations, The Salvation Army Western Territory Andrea Hadel – Senior Account Manager, DEG, Linked by Isobar Travis McCan – Senior Relationship Marketing Strategist, DEG, Linked by Isobar Matt Yang – Designer, DEG, Linked by Isobar Cait Mahr – Copywriter, DEG, Linked by Isobar Julie Sikonski – Art Director, DEG, Linked by Isobar Patrick McCormack - Senior Copywriter, DEG, Linked by Isobar Katie Manring – Project Manager, DEG, Linked by Isobar

The NFL sends This Season in Review emails to fans who attended a game, played fantasy football or engaged in one other activity over the past year. The rich dynamic content is personalized by behavior—recipients get a review of what they bought and did—and by team. The campaign has raised NFL revenue by 15% while drawing 6,000 fans who wanted to know when their team’s season tickets went on sale, and 2,000 interested in attending the NFL Draft in Nashville.

Credits: Christine Hua, Sr. Director of Fan Centric Marketing | National Football League Alex Reffsin, Sr. Manager of Fan Centric Marketing | National Football League Lawrence Kung, Sr. Manager of Growth Marketing | National Football League Allie Woodford, Creative Director | Epsilon Jason Kertz, Lead Art Director | Epsilon Cindy Hamilton, Associate Creative Director | Epsilon Courtney Clark, Copy Editor | Epsilon Pat Parker, Client Account Director | Epsilon Polina Slavin, Account Director | Epsilon Adam Beaudreau, Account Manager | Epsilon

The NFL sends This Season in Review emails to fans who attended a game, played fantasy football or engaged in one other activity over the past year. The rich dynamic content is personalized by behavior—recipients get a review of what they bought and did—and by team. The campaign has raised NFL revenue by 15% while drawing 6,000 fans who wanted to know when their team’s season tickets went on sale, and 2,000 interested in attending the NFL Draft in Nashville.

Credits: Christine Hua, Sr. Director of Fan Centric Marketing | National Football League Alex Reffsin, Sr. Manager of Fan Centric Marketing | National Football League Lawrence Kung, Sr. Manager of Growth Marketing | National Football League Allie Woodford, Creative Director | Epsilon Jason Kertz, Lead Art Director | Epsilon Cindy Hamilton, Associate Creative Director | Epsilon Courtney Clark, Copy Editor | Epsilon Pat Parker, Client Account Director | Epsilon Polina Slavin, Account Director | Epsilon Adam Beaudreau, Account Manager | Epsilon

Uber sends monthly emails in a modularized template customized by local marketers. Its design and copy toolkit comes with guidance on style, images, etc. Templatizing reduced Uber's workload by 40%, bringing efficiency in execution and giving its development and deployment partners more time on the data backend. The Rider Recap is a great way to keep track of how often we use the service and to get tips for ourselves!

Credits: Mikaela Flynn, ACD, Uber Rosa Chou, ACD, Uber Kira Reed, Designer, Uber Jay Marsh, Lead Copywriter, Uber Nori Hara, Art Director, Uber Madeline Chen, Associate Designer, Uber Eriel Tayo, Copywriter, Uber Jeff Racheff, Copywriter, Uber Jeff Loibl, GCD, Uber

Coach wanted to cultivate more personal relationships with customers. So it launched an eight-week pilot. The goal was to help understand the impact of a personal email experience. Personalization of inbox content resulted in a 9.5% lift in site visitors, 3.1% lift in revenue per recipient and a 3.7% lift in AOV across both online and offline conversion. Professionals, Men and Home Creative sectors drove about a 15% lift over the control for open rate and an 18% lift over control for click-through rates.

Credits: Bradley Breuer, Senior Director, Global CRM, Coach Roshni Shah, Epsilon Chloe Dukes, Epsilon Cindy Hamilton, Epsilon

Chobani relaunched its kid-yogurt platform by creating merchandise-inspired characters, giving away limited quantities daily to increase awareness and acquire more qualified parents to buy the product. A daily email would drop a teaser. Some 23,000 new subscribers joined, with open rates exceeding benchmarks by 201% and averaged 54% across 14 days click-to-open rates. Items sold out in 64 seconds all 14 days with 120,000 site visitors. Chobani found loyal new subscribers after emphasizing one-to-one marketing. Its email list grew 1,000% since February 2018.

Credits: Lexi Sigesmund, Sr. Manager Digital & Content Eddie Revis, VP Marketing & Media Sylvana Caballero, Assistant Digital & Content Manager Marissa Frydman, Executive Producer, Digital Ally Taylor, Senior Producer, Digital Lauren Fein, Senior Producer Michael Ciancio, Managing Creative Director David Isaac, Head of Production Gabrielle Lamontagne, Art Director, Brand Design Julia Panek, Art Director, Brand Design Lauren Festa, Senior Brand Copywriter Dane Feldman, Editorial Services Manager

Neiman Marcus teamed up with Cheetah Digital to try out a new kind of interactive email feature for its mobile users. Inspired by recent mobile UX, a flat call to action, the CTA button, was revitalized with an animated CTA overlay named named Cheetah Tap (CTAP). As the user begins to scroll, the animated CTAP buttons added to a number of products within the email prompt customers to take action. The new button exceeded expectations and, most importantly, generated more clicks.

Credits: David Kepets - Senior Director, Creative Services at Cheetah Digital Alejandro Zuniga - Associate Manager, Creative Services at Cheetah Digital Lilian Lee - Senior Client Success Director at Cheetah Digital Rachel Cowlishaw - Director of Personalization at Neiman Marcus Brittany Barbeau - Marketing Manager, Email Retention at Neiman Marcus
Mona Namavari, Channel Marketing Manager - Marketing Innovation | Neiman Marcus Group

Uber wanted to build excitement around its Uber Rewards loyalty program to get riders to sign up and choose to ride with Uber rather than its competitors. It focused on using colors and data to personalize content and match it with the reward program’s in-app experience. The copy highlighted key values in the subject lines and headlines, and clean copy to convey in the body of the email. The program used Partner, Gold, Diamond, and Platinum to distinguish levels, and developed a detailed FAQ page.

Credits: Mikaela Flynn, ACD, Uber Rosa Chou, ACD, Uber Lili Tawil, Designer, Uber Jeff Racheff, Copywriter, Uber Jeff Loibl, GCD, Uber

Low-technology efforts to build awareness for a education company teaching technology skills seems like an obvious contradiction. General Assembly had been sending pre-course assignments to new students individually -- and manually. So potential full time career pros weren’t getting the message. It also looked improved leads targeting to people who viewed its pages. An AI effort personalized marketing elements on based customers previous histories -- and company increased its best career professionals leads by 12%. High Tech. Higher Ed.

Credits: Greg Mortimer, Director, Email Marketing & CRM at General Assembly Preeya Shah, Senior Customer Success Manager at Sailthru Janet Chan, Select Support Engineer at Sailthru

Aetna, seeking to promote wellness in members, developed the Attain app and promoted it with a multi-channel campaign based on a variety of data points, with the help of ListEngage.The effort began three months prior to the app launch with an email that encouraged eligible members to sign up for SMS mobile messages. Mobile was used to notify members when they could download the app. Email-to-SMS conversions hit 23% with SMS driving 81% of app downloads, resulting in lower conversion costs and increased customer engagement.

Credits: - Andrea Marx, Strategic Marketing Manager, Aetna - Guilda Hilaire, Senior Product Manager, Marketing Technology, Aetna (now Senior Manager of Product Marketing at Salesforce) - Anthony Modano, Head of Marketing - Apple Partnership, Aetna - Nick Holdren, Technical Lead, ListEngage - Altaf Shaikh, CEO, ListEngage - Rob Henry, Solutions Architect, ListEngage - Mark Mecke, Campaign Specialist, ListEngage - Jake Gibbs, Design Specialist, ListEngage

The Salvation Army sent only one email for Giving Tuesday in 2017. In 2018, it sent two advance emails, inviting donors to “Save the Date,” and asking, “Can’t Wait? Give Today.” One version featured animation showing days falling off a calendar. On Giving Tuesday, two emails were sent with stronger asks and links to a page with matching opportunities. The campaign raised 85% more than the initial goal, and increased the number of donors by 800%. Profiling helped raise the median donation by 50%.

Credits: Nicole Nicklin – Territorial Director of Digital Strategy, The Salvation Army Central Territory Piper LeJeune – Territorial Director of Digital Strategy, The Salvation Army Southern Territory Marika McKissick – Territorial Digital Strategist, The Salvation Army Southern Territory Brenda Jones – Territorial Director of Digital Strategy, The Salvation Army Western Territory Cory Gaudaur – Territorial Digital Operations, The Salvation Army Western Territory Andrea Hadel – Senior Account Manager, DEG, Linked by Isobar Travis McCan – Senior Relationship Marketing Strategist, DEG, Linked by Isobar Matt Yang – Designer, DEG, Linked by Isobar Cait Mahr – Copywriter, DEG, Linked by Isobar Julie Sikonski – Art Director, DEG, Linked by Isobar Patrick McCormack - Senior Copywriter, DEG, Linked by Isobar Katie Manring – Project Manager, DEG, Linked by Isobar

Online retailer Techstyle Fashion Group worked with Sailthru to harness data, identify segments and get ahead of anticipated actions by shoppers for its JustFab brand. It soon was able to field real-time personalized subject lines based on propensity to be interested in a category, in an effective use of automated email marketing. The brand generated an 11% increase in revenue per thousand emails sent. And the real-time subject line personalization led to a 4.2% hike in click-to-open rates and a 9.6% raise in conversion-to-click rates.

Credits: Monica Deretich, VP of Marketing and CRM at JustFab Erin Vitero, CRM Manager at JustFab Jason Grunberg, VP of Enterprise Marketing at Sailthru Emma Goodman, Senior Customer Success Manager at Sailthru Irina Gorelik, Select Support Engineer at Sailthru

Madison Square Garden Company – whose venues include New York’s Radio City and Beacon Theater, plus the Chicago Theatre -- enlisted Movable Ink to automate emails sent to ticketholders in advance of events. They now include such user-friendly features as a countdown clock for seating times, and info on weather, cellphone and bag policy, and which entrance to use. Automation decreased the amount of time to create emails 4,000%: 5 minutes versus 3.5 hours. Movable Ink also reports higher user engagement.

Credits: Tom Dinneny, Manager, Engagement Marketing , Madison Square Garden Jamie Perlin, Digital Designer, Madison Square Garden Brigid Humphrey, Director, Engagement Marketing, Madison Square Garden Aykut Donmez, Email Developer, Madison Square Garden

U.S. Bank’s new email campaign encourages customers to get more perks when they use their debit card to pay for small purchases. That includes zero fraud liability, convenience factor and budget tracking. The newly redesigned campaign boasts clean visual, concise copy, and a fun graphic that imbued the campaign with personality and playfulness while respecting the iconic brand style. U.S. Bank’s debit card email campaign generated an open rate 73% higher than the average email within the industry and improved CTO rates by over 160%.

Credits: Sterling Crain, Art Director, Yes Marketing Harry Pallick, Senior Account Manager, Yes Marketing Nina Bohl AVP, Marketing Operations – Portfolio Retail Payment Solutions, U.S. Bank Kerry Hope, Vice President I Consumer Card Marketing Strategy, U.S. Bank

The Democratic National Committee found a way to build on its big 2018 midterm election results -- but in a more personalized way. For what resulted in a successful 2018 midterm election, it sent out an emails focused on state-specific election information and a personalized donation history for recipients. All this wrapped around a strong, colorful infographic-style helped make the case. As a result, the Democrats grabbed back a majority in the U.S. House of Representatives. What comes next? 2020, of course.

Credits: Jessica Porter, Deputy Email Director at Democratic National Committee

To increase customer engagement during the launch of the Samsung Galaxy S10, Sprint sent out a 10-touch campaign with well-integrated interactive elements and animation, and a design that let the device be the focus. The campaign progressed with an increasing sense of urgency, beginning with initial pre-order reservation (with real-time countdown clock), then a scratch-off offer, and a last-chance offer and sweepstakes. Result: 21% increase in engagement for click-through-to-open rates.

Credits: Executive Creative Director: KRIS GEIST, Zeta Global Creative Director: CHRISTINE CUCUZZA, Zeta Creative Director: RICH PATTERSON, Zeta Creative Director: EMILY PRESTON, Zeta Junior Copywriter: ARON LIEBIG, Zeta Junior Art Director: ANNABELLE SMOOT, Zeta Account Manager: ALEX RECTOR, Zeta Account Manager: KAITLYN WORD, Zeta Account Director: SHELBY GARLOCK, Zeta Senior Traffic Manager: AMY LEE, Zeta

To ensure its loyalty emails were data-driven, Leading Hotels of the World, which represents more than 400 luxury hotels in 80 countries, revamped their email account statements. Each member’s name and personal information is accompanied by points, upgrades and a data visualization showing monies spent. The email is visually attractive and clear, translating the campaign into six languages. The refresh clicked, with an 18% increase in open rates and a 157.6% increase in membership renewals.

Credits: Allison Bishop, Manager, Lifecycle Marketing at The Leading Hotels of the World Ricki Steiner, CRM Specialist at The Leading Hotels of the World

Subscribers to The Girlfriend, a weekly AARP newsletter targeting Gen X women, were in for a surprise. They received an email showing an animated cake and candle, celebrating the newsletter’s two-year anniversary. The email addressed them by name and told many other subscribers were in their community and how many were reading it at the same time. The CTA, “Visit Facebook,” drew a 150% lift in Facebook followers over typical organic growth. And 70% of the readers spent more than 15 seconds ion the email.

Credits: Leah Hopke, Sr Advisor, Email Marketing, AARP Kai Flick, Digital Marketing Manager, AARP Trendline Interactive, Agency Movable Ink