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Email Marketing Award Winners 2008

Email Marketing Award Winner
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Best Email Newsletter for Marketing Purposes:
Silver B-to-B Dealer Advantage

Brand/Client Side Team:
Kerri Noeth, Diane Massie, MaryAnn Maksinski, Ken Nesbit, Brian R Hannan

MarketingSherpa Summary - Why They Won:
Here's a newsletter that keeps getting better. It knows its audience (car dealerships), caters to the information that they need and gives them the flexibility of at-a-glance or in-depth information. The redesign also improved readability. We especially liked how much the distribution list has grown and the newly instituted article rating system.

From Their Nomination Form:
Early in 2007, we structured the articles to provide readers with both the at-a-glance information and in-depth perspective they want and integrated it with our online DealerCenter portal so that it remains familiar and readily available. We created a resource library covering all aspects of retail automotive advertising and sales that dealers can access, for free, on a 24-7 basis at our dealer-facing website, DealerCenter. We also solicit dealer opinions on industry issues through periodic polls. The results provide information we repurpose to develop future content and support public relations objectives. We've distributed several trade media news releases that have been well-received and widely published in our target publications - helping us to secure additional coverage and speaking opportunities at industry events and conferences. Each month, we distribute DealerADvantage to more than 35,000 customers, prospects and allied industry professionals. Our distribution list has grown by 52 percent since the newsletter's launch in February 2006. We record a subscriber open rate of 33 percent and a subscriber click-through rate of 17 percent-both numbers above industry averages of 30 percent and 8 percent, respectively. We also see strong use of the newsletter's forward-to-a-colleague feature, and our unsubscribe requests fall below one half of 1 percent, again far less than industry norms. We recently launched a five-point rating system: Nearly 90 percent of readers ranked the articles in our November 2007 edition, for example, as "useful" or "very useful."