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Email Marketing Award Winners 2007

Email Marketing Award Winner
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Best Postcard-Style Campaign:
Gold B-to-B
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 online.

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.