See All Email Marketing Award Winners
Email Marketing Award Winners 2007

Email Marketing Award Winner
Click to Enlarge

Best Promotional Blast - Direct Sale or Lead Gen Offer:
Gold Consumer
Red Motorazr Launch

Brand/Client Side Team:
Melissa Valentine, Kristen Barletta

Acxiom Digital Impact, TEQUILA

MarketingSherpa Summary - Why They Won:
If you have a product launch coming up this year, check this award-winning campaign *first*. You have to plan and start the campaign well before the product launch, which means building it into your launch calendar. Nearly every marketer in every marketplace can steal this idea -- simple and highly effective.

From Their Nomination Form:
On Nov. 11, 2007, Sprint launched an email campaign to promote the brand new Red MOTORAZR phone. The phone was part of the PROJECT (RED) campaign, the brainchild of Bono and Bobby Shriver, designed to use sales from everyday products to help eliminate AIDS in Africa. Strategically, Sprint wanted to take part in this worthy project and make the most of the surrounding hype of the overall PROJECT (RED) campaign, given Sprint is the exclusive national carrier of the phone. To meet this objective, Sprint ran a prelaunch promotion on the home page for two weeks prior to the phone being available for purchase. This promotion directed clickers to a landing page that announced the upcoming launch of the Red MOTORAZR and asked people to submit their email address to be notified once the phone was available. This campaign successfully leveraged the most important aspect of email marketing -- relevance. By prelaunching the phone on, Sprint captured opt-ins of people saying they wanted the phone as soon as it became available. This kept the phone top of mind for them, and after two weeks of waiting, they were ready to purchase. This highly targeted approach of opt-in and follow-up email led to a very successful campaign. 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!