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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!
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