February 04, 2010
Event Presentation

Email Marketing Awards Gallery 2010: Winning Campaign Details and Creative Samples

SUMMARY: Here are the winning campaigns in MarketingSherpa’s fifth-annual Email Marketing Awards.

Browse this gallery of 23 campaigns that delivered exceptional results and get inspired to improve your own efforts. This year, we focused on crucial programs and tactics, such as autoresponders, newsletters, list-growth campaigns and dynamic content. Winners from the B2B and B2C space include Alaska Airlines, Electrolux, Microsoft, Dell, and The Orange County Register.
For the fifth year in a row, we’ve examined hundreds of submissions to select the most impressive campaigns for our Email Marketing Awards. The competition has gotten more intense each year, with many great campaigns that might have been winners in the past falling just short in this year’s judging.

As always, results carry the day in this competition. The first thing our judges consider are the campaign’s performance metrics, and this performance is given the most weight in the final scoring. But they also assign scores based on campaign strategy and tactics -- was there advanced segmentation at work? Personalization? Use of dynamic content? Social media integration? And email creative also gets a look, especially when creative decisions are supported by testing and optimization.

Based on this process, we’ve selected 23 campaigns as Gold, Silver or Honorable Mention award winners. Browse the list below, and click the links to read a description of why each campaign won and see samples of the creative used.

We hope you find inspiration for your own campaigns, and generate results worth sharing in next year’s competition.

#1. Best Email Newsletter

Gold B2B
Royal & SunAlliance Canada

Gold Consumer
Indiana Office of Tourism Development

Silver B2B
Click Rain

Silver Consumer
The Orange County Register -- OC Moms

#2. Best Promotional Message -- Direct Sale or Lead Gen Offer

Gold B2B
Follet Software -- TitlePeek Trial Email Campaign

Gold Consumer
NW Natural -- Smart Energy Challenge

Silver B2B
Landry & Kling -- 7 Things Hotels Don’t Want You To Know

Silver Consumer
CPAP.com -- New Mirage SoftGel Nasal Mask Introduction

Honorable Mention Consumer
Ace Hardware -- Email Coupon Campaign

Honorable Mention Nonprofit
World Wildlife Foundation Deutschland -- "His Home is Our Climate" fundraising campaign

#3. Best Opt-In or List Growth Campaign

Gold B2B
Huttig Building Products -- List Growth Campaign

Gold Consumer
Dell -- Alienware Launch

Silver Consumer
Coca-Cola -- My Coke Rewards Community Invite Email

#4. Best Single Welcome Letter to New Subscribers

Gold B2B
Covad -- Customer Welcome Email

Gold Consumer
ATP World Tour -- Fan Credential Welcome

Silver Consumer
ALCO -- Rewards Program Welcome

#5. Best Triggered Email or Autoresponder Series

Gold Consumer
Alaska Airlines -- Shopping Cart Abandon Program

Silver B2B
VNR.de -- Subscriber Reactivation Campaign

Silver Consumer
Vanderbilt LASIK -- Welcome Trigger

Honorable Mention Consumer
Dortmund Airport -- "Database Eraser" Reactivation Campaign

#6. Best Dynamic Content or Personalized Email

Gold B2B
VerticalResponse -- Social Media Webinar Series Campaign

Gold Consumer
Microsoft -- Enhanced Hotmail and Messenger Launch

Silver Consumer
Electrolux Major Appliance -- Electrolux/Frigidaire Spring Savings Campaign

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