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Email Marketing Award Winners 2007

Email Marketing Award Winner
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Email Marketing Award Winner
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Email Marketing Award Winner
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Best Automated Series (Auto Responder):
Gold B-to-B
MyFax Lead Nurturing Series

Brand/Client Side Team:
Angel Ketchum, Sue Rutherford, Tara Landry

Protus IP Solutions
Sue Rutherford

MarketingSherpa Summary - Why They Won:
This three-step campaign should be inspirational for all marketers who want to sell a specific product or other offering to new names. The messages are deceptively simple, each geared to educating the prospect about why they should buy. Sales conversions were well above average, especially impressive for a new technology many prospects don't immediately understand fully.

From Their Nomination Form:
The goal of the campaign is to implement a prospect/lead nurturing campaign that will convert prospects to customers. Initial goal was to convert at least 15% of leads into actual sales. We have turned three simple emails into a consistent and cohesive dialogue with prospects that take them through the purchasing barriers to ultimate purchase. Mails were automated to be delivered to prospects in three waves: Day 2 - Save on Faxing email - offers risk free trial/compares to fax machine. Day 7 - Special Offer - 30 day free trial/compares to the other internet guy. Day 14 - Don't have your account yet/ here are the top five reasons why.

We track the prospect from either test drive or purchase process -- if they abandon on either of these actions, we assess them as qualified leads and stream them into our nurturing campaign. MyFax is clearly identified as the sender. We clearly identify opt-out opportunities. We provide them with an opportunity to try the service for free for 30 days -- no obligation. This to provide them with the experience of MyFax -- if they try it -- most often that is the convincing moment. If the audience is speculative of what is required with the service and what additional items they are required to purchase -- we provide them with the side by side comparisons that address these questions directly. Sorry, the judges promised this winner that we would keep their results private. However, be assured that we have seen all the data - and were thoroughly impressed!