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Email Marketing Award Winners 2007

Email Marketing Award Winner
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Best Single Welcome Letter (to New Subscribers):
Gold B-to-B
Intevation Report Welcome (EmailLabs)

Brand/Client Side Team:
J.L. Halsey: Loren McDonald; Email Labs: Lena Walters, Stefan Pollard, Calvin Wong, Marketing Specialist, Irene Fehr, Daniel Jung, Anna Bosnia

MarketingSherpa Summary - Why They Won:
What offers do you put in your welcome letter to new newsletter subscribers? If you're like most B-to-B marketers, sadly, the answer to that question is nothing at all. Here's an inspirational creative sample to help you improve. Remember, adding hotlinks in your Welcome letter to such items as best-of articles and white papers will probably cost you absolutely nothing. But the benefits are substantial.

From Their Nomination Form:
EmailLabs' welcome letter serves two primary purposes - to extend a hand to new subscribers to its award-winning newsletter, The Intevation Report, and to begin a dialogue with them, reinforcing what they can expect from future communications. The letter begins with a personalized greeting and immediately confirms that the recipient has subscribed to The Intevation Report. It then discusses the importance of adding The Intevation Report address to a Safe Senders list, and how to change or edit an online profile if the recipient wishes to alter how the newsletter is received. It also provides a forum for providing feedback, and a working link to do so.

Expectations are set from the outset via the welcome letter. A working phone number is provided as well as a "contact us" email address. The Intevation Report welcome letter includes one other gem: numerous working links to a selection of non-sales related articles archived in the EmailLabs' resource center. By including links to additional relevant articles, the welcome letter drives traffic to the EmailLabs' Web site, where potential clients can find a wealth of practical information on the most important topics in email marketing. Results: Sent: 6,161, N/A; Opens (unique): 1,624, 26.36%; Opens: (total) 3,691, 59.91%; Clicks (unique): 611, 9.92%; Clicks (total): 1,428, 23.18%; Bounces: 8, 0.13%; Unsubscribes: 58, 0.94%; Spam: Complaints 0, 0.00%