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Best Single Welcome Letter (to New Subscribers):
Gold B-to-B
InterContinental Hotels Group - Priority Club Meeting Rewards - Welcome Emails
Brand/Client Side Team:
Erin Hake
Vendors/Agencies:
Digitas
From Their Nomination Form:
This campaign is special because of its highly relevant and targeted dynamic execution.
Content throughout the email is dynamic and based on the customer's status, location
and language. The introduction copy speaks to members with a sense of familiarity and
recognition. Instead of using a general salutation, the emails are personalized
displaying the member's name. The card imagery and body copy acknowledge the members
level and feature benefits of the program that are relevant and encourage interaction.
The member's account number is also featured so that they have access and documentation
of that information. The body copy is also targeted to show whether or not the member
is new to Meeting Rewards or if they have upgraded their status from Priority Club
Rewards. The copy also uses clear and instructive language that provides new members
with information about the program. The email also features helpful navigation tools
that allow members to start participating in the program by requesting an RFP. To
support the program the emails are delivered to members in English, French or Spanish
depending on the language they selected as their communication preference during the
enrollment process. Overall, the email was successful because members received a
personalized targeted email that was specific and relevant to them and their enrollment
choices. 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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