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Best Triggered Personalized Email:
Honorable Mention
Nature Made Inactives Birthday Campaign
Brand/Client Side Team:
Sheryl Biesman
Vendors/Agencies:
Open-i Media
Dana Story
MarketingSherpa Summary - Why They Won:
Most marketers know they should stop emailing "inactive" names on their list -- folks
who have not opened or clicked in a fairly long time -- to reduce costs and likelihood of
being mistakenly filtered as a spammer. But the question is, what should you send that
inactive list to see if they would like to come back to active status? Nature Made solved
the problem so cleverly we had to give them recognition.
From Their Nomination Form:
The objective of our Birthday Campaign is to re-engage the inactive members of our
database. Upon registration, members are asked to provide their birthday information.
The emails are customized by first name and segmented by birth date, age, gender and
database activity (i.e., how often they open Wellness Advisor emails, newsletters or bank
Wellness Rewards codes to receive coupons and other savings). On their birthday, the
inactive members receive one of four versions of the email, which vary for women under
50, women over 50, men under 50 and men over 50. The response rates revealed that men
over 50 were the most active members. This data is especially interesting because our
database mostly focuses on women. The campaign helped us discover an opportunity to
engage male consumers that we did not know existed. 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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