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Best Triggered Personalized Email:
Gold Consumer
Happy Birthday From Pepsi
Brand/Client Side Team:
Larwence DiCapua, Colleen Adamec, Khim Puseman, Billi Ryan, Matt Smith, Darrell Loden
Vendors/Agencies:
Tribal DDB
MarketingSherpa Summary - Why They Won:
You're going to get a good open rate when you send a birthday greeting - so why not do
it? Pepsi has been sending out this triggered birthday song for three years. What we
liked was not just the initial open rates but the open rates of the subsequent emails
and the viral quality of the campaign.
From Their Nomination Form:
It has been running for 3 years and continues to be a huge success. Consumers get a
special card that takes them to a birthday song written just for the Pepsi/Mountain
Dew Subscribers. Once they are serenaded by hula girls and a one man band, the user
can then choose to hear the song sung by other characters, such as a cat, dog, or mime.
Because of the birthday email it increased the open rate of subsequent promotional email
campaigns by 25%; and CTR by 8%.Open rate 42%; Click rate 32%; Forward rate 2.0%. It
increased the open rate of subsequent promotional email campaigns by over 25%; and CTR
by 8%.
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