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Best Email Newsletter for Marketing Purposes:
Silver (tie) Consumer
Sears - What's in Store for You? email program
Brand/Client Side Team:
Le Quan Truong, Jennifer Truong, Mike Duggan
Vendors/Agencies:
M Marketing Inc
MarketingSherpa Summary - Why They Won:
Creating a newsletter that takes into account your individual buying habits is a good
idea, and when it's well implemented it's very profitable. The re-launch of the
Sears' "What's in Store for You?" newsletter is proof that well thought-out creative
matched with clever strategy can lead to exceptional ROI.
From Their Nomination Form:
Sears What's in Store for You? email program re-launched in January 2007 and is
surpassing all goals and reaching exceptional results in the 1st year. New creative
and strategy transformed the program into a leading edge, highly effective and cost
efficient relationship marketing program. Customer relevancy is the focus. It's
achieved through preferred content categories, exclusive offers, specials and bonuses,
advance notices of national events and special invitations for VIP events at local
stores. Creative is new, fresh and differentiating. Currently dynamic merchandising
personalization is in implementation, which will take the relevancy and personalization
to the next level. Each customer will receive dynamic content based on their preferred
categories, browsing and purchasing behavior and segment they belong to. 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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