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Best Postcard-Style Campaign:
SAS online announcement
Brand/Client Side Team:
Anne-Lindsay Beall, Diana Witt, Alison Bolen, Kelly LeVoyer, Carl Blackwell
MarketingSherpa Summary - Why They Won:
We are absolutely, completely in love with the ultra-pared-down design of this email
newsletter, which boils down a 50-page online magazine into a postcard-sized creative.
Turns out business executives love it, too -- giving this newsletter an unusually high click
rate for the software marketing industry.
From Their Nomination Form:
SAS produces a quarterly print and online magazine. The audience for this
campaign consists of the 35,895 subscribers to our online magazine, sascom
online. The goal of the mailing is a quick hit to notify subscribers that
the latest issue of the magazine is available, give them a brief overview of
the content, provide links to content and highlight articles that would be
of particular interest. As an added feature, when there is breaking industry
or company news relevant to our audience, this mailing can accommodate News
Alerts in the left-hand column. This campaign takes a 50-page print magazine
and boils it down to one postcard-sized e-mail, providing our subscribers
with everything they need to access all of the magazine's valuable content
The campaign began in 1Q 2005 with 7,000 subscribers; the 1Q 2007 mailing
went out to nearly 36,000 subscribers, and numbers are increasing daily. In
fact, online subscriptions recently outpaced print subscriptions to the
magazine. The 1Q 2007 e-mail sent Feb. 1 received a 44% open rate and an 11%
clickthrough rate, with less than 1% asking to be removed from the database.
The most popular link was the online table of contents followed by 'The
Future of Business Intelligence' The online survey was also a popular link
and allowed our readers to interact with us by sharing their thoughts on the
future of BI.