Training > Marketing Summits > Email Summit 2014

MarketingSherpa Email Awards 2014, presented by ExactTarget, a Salesforce.com company

More than 100 entrants submitted their email marketing campaigns and initiatives to MarketingSherpa Email Awards 2014, presented by ExactTarget. With the help of our panel of judges, we have crowned the winners listed below.

Forming a particularly inspirational group, the winners display email marketing excellence in not only their solid results, but in creative and audience-centric approaches to turning marketing challenges into opportunities.

The details of these winning campaigns are now available for download, compliments of ExactTarget.


 

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Best in Show — E-commerce

WINNER: Eventful

In this effort, Eventful’s marketers were forced to change by a Google algorithm update that was causing a significant and negative impact to online and mobile traffic.

To reverse the downtrend, Eventful created an email engagement campaign around relevancy and personalization, catering to over 8.4 million registered entertainment consumers. Eventful’s recommendation engine relies on specific user actions and relevance to help produce a consistently relevant and consumer-focused email product. Using this recommendation engine, Eventful increased subscriber reactivation by 300% and ticket purchases by 66%.

 
 

Best in Show — Lead Gen

WINNER: IHS

IHS made the decision to leave its traditional batch-and-blast, monthly newsletter focused on email marketing practices behind for Jane’s Defence Weekly, allowing marketing automation and content strategies to work in tandem. Now, its military audience is able to willingly opt-in and profile their interests, and IHS has seen 10 times more engagement than what the previous program produced. This new persona-based program consists of a welcome series, a four-touch persona series, and a monthly content nurturing series.

“The results have been fantastic, and this has enabled the awakening of a comprehensive email testing methodology and a true focus on content marketing,” said Byron O’Dell, Senior Director, Demand Management, IHS.

 
 

Build and Cleanse — E-commerce

WINNER: CarDelMar

Email Marketing Provider: Optivo

CarDelMar created a seven-send reactivation campaign for customers who had been inactive for more than five months. Instead of relying simply on discounts or incentives, CarDelMar integrated gamification into this campaign to see a 51% open rate on the final send of the series. The “CarDelMar World Tour” invites subscribers to choose one of three continents to travel to, and after correctly guessing the city of a famous site from that continent, they are automatically entered into a sweepstakes.


Honorable Mentions – Porsche Inter Auto Romania, Adobe

 
 

Build and Cleanse — Lead Gen

WINNER: 3M Canada

3M marketers developed an eight-week contest for their Post-it Perks! members tied into a list cleansing to fight decreasing open rates, the result of list fatigue and an inconsistent email schedule. Although its member list downsized, the email delivery rate increased from 96% to 100%, and email open rates increased from 20% to 52%. This campaign also readied 3M Canada for the upcoming Canadian Anti-Spam Legislation, which prohibits sending without the consent of the recipient.

 
 

Build and Cleanse — Lead Gen

WINNER: Royal Caribbean

Email Marketing Provider: rabbit eMarketing Gmbh

With a future plan to increasingly rely on email communications, Royal Caribbean launched a print-to-online campaign to acquire newsletter subscribers. Targeting German customers whose email addresses were not known, existing customers were contacted by postcard with a personalized Web address and QR code to subscribe. Royal Caribbean was able to achieve a 43% online conversion rate for Web visitors to newsletter subscribers after a double opt-in.


Honorable Mentions – Altex, Zumtobel, UNO, 3M Canada

 
 

Connect and Integrate — E-commerce

WINNER: Calendars.com

Commerce Technology Provider: eBay Enterprise

With a highly seasonal brand, the challenge undertaken by Calenders.com marketers was to develop interesting and relevant messages for subscribers through April and May. Breaking free from promotional campaigns, the previously underutilized trademarked phrase “Flip Day” was developed into a monthly send celebrating the day subscribers flip their calendars to a new month. Integrating social media, date entries were used to direct subscribers to blog posts and social media content.

 
 

Connect and Integrate — E-commerce

WINNER: Creative Co-Op

Agency: Whereoware

Using marketing automation, Creative Co-Op marketers found a way to move excess inventory while minimizing profit loss and protecting the brand. A timely and relevant B2B closeout email campaign was developed to match the recent past purchase history of retailers to products that Creative Co-Op had put on closeout. This campaign was one of the company’s highest revenue-producing emails, producing an 808% ROI in the first month.


Honorable Mentions – Walgreens, Edible Arrangements, Peugeot

 
 

Connect and Integrate — Lead Gen

WINNER: SunGard Availability Services

Latching onto the pop culture fascination with a zombie apocalypse, SunGard Availability Services generated interest and a sense of urgency around the need for enterprises to ensure a resilient IT infrastructure. The message “Zombies. Disaster Recovery. Both require Expertise.” and a subsequent infographic guides subscribers through a proactive approach to protecting their system against any type of outage – even a zombie apocalypse.

 
 

Connect and Integrate — Lead Gen

WINNER: Hallmark Canada

Agency: MHz Design Communications, Inc.

Bucking a reputation of being “behind the times,” Hallmark Canada marketers made a critical first step into digital marketing with Hallmark Canada Rewards sends that were consistently on-brand. Care was taken to ensure existing members were taking this step with the brand, as well as prospective members. A critical element of this involved working with Hallmark Canada retailers to sign up Rewards members at the store level. Within eight months of going live, the database exceeded 100,000 names.


Honorable Mentions – Whirlpool, Rogers

 
 

Create and Design — E-commerce

WINNER: Dell

Commerce Technology Provider: eBay Enterprise

Dell wanted to support the launch and ongoing promotion of an innovative product. The main feature was a flip-hinge design allowing a user to transform the device from an Ultrabook to a tablet. Dell marketers saw an opportunity to demonstrate the key feature of their product using a unique approach – a short animated GIF. Touting high compatibility with email clients and browsers, this solution saw an increase in revenue of 109% against the quarterly benchmark for similar campaigns.


Honorable Mentions – EDF, Jomashop, Zagg, Renault, LensKart (Agency: netCORE)

 
 

Create and Design — Lead Gen

While there were entries demonstrating exceptional characteristics, there were no entries that demonstrated the exceptional, across-the-board excellence to be named a winner by our judges.


Honorable Mentions – Tennant, Blue Pillar

 
 

Deliver and Automate — E-commerce

WINNER: Paul Fredrick

Commerce Technology Provider: eBay Enterprise

When Paul Fredrick marketers discovered customers were browsing the site, but failing to add products to the shopping bag, the goal became bringing them back to convert. Careful not to over-mail the customer with simultaneous promotional emails and implementing a unique browse abandon campaign, customers who qualified for the latter were placed on a list suppressing additional sends. The campaign generated more than $100,000 in additional sales for the company.

 
 

Deliver and Automate — E-commerce

WINNER: Mobilicity

Agency: Inbox Marketer

Focusing on customers signed-up with a promotion that was soon to end, Mobilicity created an automated email series with relevant and targeted messages to convince customers to stay long-term. Using a mix of historical behaviors, Mobilicity planned out three message streams aimed at engagement, retention and loyalty. This campaign saw a 2% increase in incremental customer retention against the control group, exceeding its primary objective by 100%.

 
 

Deliver and Automate — E-commerce

WINNER: Eventful

In this effort, Eventful’s marketers were forced to change by a Google algorithm update that was causing a significant and negative impact to online and mobile traffic.

To reverse the downtrend, Eventful created an email engagement campaign around relevancy and personalization, catering to over 8.4 million registered entertainment consumers. Eventful’s recommendation engine relies on specific user actions and relevance to help produce a consistently relevant and consumer-focused email product. Using this recommendation engine, Eventful increased subscriber reactivation by 300% and ticket purchases by 66%.


Honorable Mentions – Dell, Royal Caribbean

 
 

Deliver and Automate — Lead Gen

WINNER: IHS

IHS made the decision to leave its traditional batch-and-blast, monthly newsletter focused on email marketing practices behind for Jane’s Defence Weekly, allowing marketing automation and content strategies to work in tandem. Now, its military audience is able to willingly opt-in and profile their interests, and IHS has seen 10 times more engagement than what the previous program produced. This new persona-based program consists of a welcome series, a four-touch persona series, and a monthly content nurturing series.

“The results have been fantastic, and this has enabled the awakening of a comprehensive email testing methodology and a true focus on content marketing,” said Byron O’Dell, Senior Director, Demand Management, IHS.

 
 

Deliver and Automate — Lead Gen

WINNER: WebPT

With a high volume of inbound leads, sales administrators at WebPT couldn’t contact each lead as quickly as they needed to. To stop the loss of opportunities, a drip campaign was the product of collaboration between Sales and Marketing. Injecting the campaign with humor and pop culture, including a reference to Rick Astley’s 1987 hit “Never Gonna Give You Up,” the marketing team gambled and won on a new strategy of content. The campaign assisted the sales administrators in scheduling a record 78.6% of leads received within 90 days.

 
 

Deliver and Automate — Lead Gen

WINNER: XpertHR / Reed Business

Prior to this campaign launch, non-targeted emails were sent to XpertHR’s entire database, and the sales team was working through large quantities of cold data. To solve this issue, an automated email nurture program was developed with dynamic content elements and options for self-selection. Prospects self-select their own path through the program based on the topic they chose in the initial email, as well as content viewed on the site.


Honorable Mentions – International Market Center, LifeShield

 
 

Email Summit 2014 Awards