As the MediaPost Email Insider Summit wound down Wednesday, three executives handed out what were tabbed as Lifecycle Creative Awards for innovative email marketing programs.
The
panel included the principals of Seattle-based email marketing agency, Smith-Harmon, and Jessica Morris, email marketing manager at Pottery Barn Brands and Williams-Sonoma.
Awards were handed out
in five categories. As a humorous alternative, each category had a celebrity nominated in addition to two retailers. Of course, many celebrities are quasi-retailers these days.
Categories,
Nominees and Winners follow:
ACQUISITION (includes preference centers, email sign-up marketing)
Nominees:
Tommy Bahama
Anthopologie
Brad Pitt
Winner: Tommy Bahama
CONVERSION (includes welcome series and shopping cart abandon functionality)
Nominees:
REI
Amazon
Angelina Jolie
Winner: REI
GROWTH (includes newsletters and enhanced
transactional messaging)
Nominees:
Verizon
Pottery Barn Kids
Johnny Depp
Winner: Verizon
RETENTION (includes loyalty and surveys)
Nominees:
Sephora
Macy's
Reese
Witherspoon
Winner: Sephora
REACTIVATION (what to do when a customer is no longer interested in the emails and how to win them back)
Nominees:
Williams-Sonoma
American Eagle
Will Smith
The winner here was interesting: Will Smith.