See All Email Marketing Award Winners
Email Marketing Award Winners 2007

Email Marketing Award Winner
Click to Enlarge

Email Marketing Award Winner
Click to Enlarge

Best (or Most Dramatic) Test You Learned From:
Silver Consumer
Doubleday Entertainment Deferred Payment Test

Brand/Client Side Team:
Barbara Sanchez, Joshua Stern, Andrea Sharfin, Thomas Marks, Cari Murtha, Dori Manela

MarketingSherpa Summary - Why They Won:
Order now, pay later is a standard direct postal mail test, but does it work in email? As this well-conceived and produced test proves, the answer is mixed. Yes, it can work, but not in the same way or for the same time. We admire all marketers who test offers that work well in one medium to see if results will hold up in other channels. Even mixed results are far better than relying on assumptions.

From Their Nomination Form:
"Buy Now, Pay Later" Offer was suggested as a means to increase Q4 sales. Email was used to quickly test market response to offer. Customers were offered opportunity to purchase books, and delay their payment for three months. Initially tested in two book clubs on 7/17; retested in additional clubs. Decision to roll out offer were based on email test results. Initial results were strong ... retests in other clubs showed similar results. Forecast for roll-out was based on success of these email tests. Doubleday Entertainment rolled out offer for October-December. Promoted via email, online and print. Continued to back-test offer through the end of the year. We continued to see lift over control, however it never equaled as what we saw in the initial tests. 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.