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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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Email Marketing Award Winner
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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!