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Email Marketing Award Winners 2007

Email Marketing Award Winner
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Email Marketing Award Winner
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Email Marketing Award Winner
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Best Triggered Personalized Email:
Gold Consumer
OnStar Hands-Free Calling Reminder


Brand/Client Side Team:
Meredith Moir

Vendors/Agencies:
Digitas

MarketingSherpa Summary - Why They Won:
We like this campaign because it recognizes the fact that just because you're selling the same thing to everyone -- in this case OnStar calling minutes -- doesn't mean that your customers buy it for the same reasons. The marketing team divided customers into segments by the reason they would purchase and sent triggered campaigns that way. Results? Above average.

From Their Nomination Form:
One of the services OnStar offers is Hand-Free Calling: a built-in, hands-free wireless calling system that features a single button-push to make and receive calls. Additionally, this voice-activated system provides great sound through your speakers and better reception via a vehicle antenna. The goal of the campaign is to alert subscribers in a timely manner and to encourage them to purchase for the first time or re-purchase Hands- Free Calling minutes. The audience consists of subscribers who have signed up to receive OnStar Vehicle Diagnostic reports (an opt-in monthly report that provides vehicle maintenance/diagnostics and other service updates) and are either in their trial and/or purchased Hands-Free Calling minutes. This email campaign is triggered from behavior that makes sending these emails timely and relevant to subscribers. Subscribers receive emails based on the following conditions: when their minutes are running low, their minutes are close to expiration or they have not purchased minutes by the end of their initial trial period. 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!