February 04, 2010
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
Royal & SunAlliance Canada
Indiana Office of Tourism Development
The Orange County Register -- OC Moms
#2. Best Promotional Message -- Direct Sale or Lead Gen Offer
Follet Software -- TitlePeek Trial Email Campaign
NW Natural -- Smart Energy Challenge
Landry & Kling -- 7 Things Hotels Don’t Want You To Know
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
Huttig Building Products -- List Growth Campaign
Dell -- Alienware Launch
Coca-Cola -- My Coke Rewards Community Invite Email
#4. Best Single Welcome Letter to New Subscribers
Covad -- Customer Welcome Email
ATP World Tour -- Fan Credential Welcome
ALCO -- Rewards Program Welcome
#5. Best Triggered Email or Autoresponder Series
Alaska Airlines -- Shopping Cart Abandon Program
VNR.de -- Subscriber Reactivation Campaign
Vanderbilt LASIK -- Welcome Trigger
Honorable Mention Consumer
Dortmund Airport -- "Database Eraser" Reactivation Campaign
#6. Best Dynamic Content or Personalized Email
VerticalResponse -- Social Media Webinar Series Campaign
Microsoft -- Enhanced Hotmail and Messenger Launch
Electrolux Major Appliance -- Electrolux/Frigidaire Spring Savings Campaign