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Email Marketing Award Winners 2007

Email Marketing Award Winner
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Best Promotional Blast - Direct Sale or Lead Gen Offer:
Silver Consumer (tie)
AAA GPS Product Launch (California)

Brand/Client Side Team:
Katharine Nester, Mary Ryan

MarketingSherpa Summary - Why They Won:
Which will sell more units: a postal mail campaign to 40,000 of your current customers or an identical email offer to a list of 2,782 information requesters? Well, because this is the Email Awards, you can guess which campaign won. If you're not pro-actively asking for information seekers to join your email list on your site, you're missing out on possibly the best performing list you'll ever have.

From Their Nomination Form:
Email targeted AAA Members in Northern California, Utah, Nevada (CSAA territory) who previously wrote to GPS email address requesting more information about upcoming GPS device with AAA content. Goal of campaign was to launch the GPS to this pre- qualified group of interested members; to offer a $20 discount incentive for their interest in the product; to encourage early sales. Members could either purchase immediately online or visit AAA retail office location to demo and purchase. The Magellan RoadMate AAA Edition launch is unique because it is the first time CSAA has launched a product. It is a state-of-the-art GPS navigation device (Magellan product) loaded with proprietary CSAA content, a virtual AAA office in a portable device - includes all of the AAA Auto Travel content, Roadside Assistance, Member discounts. AAA Edition Magellan product is currently only sold to current CSAA Members and only through CSAA channels (online and AAA offices). The email launch and success is special because it is a test for capturing interested/potential purchasers and it was the first time CSAA set up the online operations to sell a product directly online. Sorry, the judges promised this winner that we would keep the rest of the results private. However, be assured that we have seen all the data - and were thoroughly impressed!