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MarketingSherpa Email Awards 2011 Special Report

MarketingSherpa Email Awards 2011 Special Report

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Published by MarketingSherpa
The Email Awards 2011 Special Report includes campaign descriptions, sample emails, loads of results, metrics and on-point analysis from this year's judges.
The Email Awards 2011 Special Report includes campaign descriptions, sample emails, loads of results, metrics and on-point analysis from this year's judges.

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Published by: MarketingSherpa on Feb 01, 2011
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MarketingSherpa Email Awards 2011

Lead Editor Adam T. Sutton, Senior Reporter Judges Adam T. Sutton, Senior Reporter Todd W. Lebo, Senior Director of Content & Business Development Daniel Burstein, Director of Editorial Content Justin Bridegan, Marketing Manager Production Brad Bortone, Associate Editor Sean Kinberger, Graphic Designer Joelle Parra, Media Specialist

MarketingSherpa Email Awards 2011
ISBN: 978-1-936390-07-6 Copyright © 2010 by MarketingSherpa LLC All rights reserved. No part of this report may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, faxing, emailing, posting online or by any information storage and retrieval system, without written permission from the Publisher. To purchase additional copies of this report, please visit http://www.SherpaStore.com Yes, bulk discounts are available for multiple copies. Contact: Customer Service MarketingSherpa LLC +1 (877) 895-1717 (outside US, call +401-247-7655) Service@SherpaStore.com 499 Main Street Warren, RI 02885 USA
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MarketingSherpa 2011 Email Awards

TABLE OF CONTENTS
Table of Contents .................................................................................................................... ii From the Lead Judge .............................................................................................................. 2 Best of Show - B2B ................................................................................................................. 3
Kodak i4000 Scanner Series Launch ................................................................................................ 3 Creative Samples from the Kodak i4000 Scanner Series Launch......................................................... 6

Best of Show - B2C ............................................................................................................... 10
2010 Susan G. Komen Global Race for the Cure ........................................................................... 10 Creative Samples for the Susan G. Komen Global Race for the Cure ................................................ 12

Best Email List Growth Campaign - Gold ........................................................................... 15
Dingo Join My Mailing List Campaign............................................................................................. 15 Creative Samples for the Dingo Join My Mailing List Campaign ......................................................... 17

Best Email List Growth Campaign - Silver ......................................................................... 19
ATOUT FRANCE and Avis, "Way to Nice" Competition ......................................................... 19 Creative Samples from the ATOUT FRANCE and Avis "Way To Nice" Campaign ............................. 21

Best Email List Growth Campaign – Honorable Mention.................................................. 25
Railey Mountain Lake Vacations Re-engagement .................................................................. 25 Creative Samples from Railey Mountain Lake Vacations Re-engagement ......................................... 26

Best Email Newsletter Designed for Marketing - Gold ...................................................... 28
Marriott Rewards eNewsletter.......................................................................................................... 28 Creative Sample from Marriott's Rewards eNewsletter ....................................................................... 30

Best Email Newsletter Designed for Marketing – Honorable Mention............................. 31
The Bing Member Newsletter ........................................................................................................... 31 Creative Samples from The Bing Member Newsletter ........................................................................ 33

Best Email Newsletter Designed for Marketing – Honorable Mention............................. 36
HP Promotions Newsletter ............................................................................................................... 36 Creative Samples from The HP Promotions Newsletter ..................................................................... 38

Best Email Innovation - Gold ............................................................................................... 42
IBM Impact 2010 Daily Newsletter ................................................................................................... 42

Best Email Innovation - Silver .............................................................................................. 44
Olympus E-5 Product Launch Email ............................................................................................... 44 Creative Samples from the Olympus E-5 Product Launch Email ........................................................ 47

Best Email Innovation – Honorable Mention ...................................................................... 51
IDG Germany Streamlined Subscription Management .................................................................. 51 Creative Sample from IDG Germany Streamlined Subscription Management .................................... 54 ii © Copyright 2000–2011 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@marketingsherpa.com.

MarketingSherpa 2011 Email Awards

Best Integration with Other Channels - Gold ..................................................................... 55
Kodak i4000 Scanner Series Launch .............................................................................................. 55

Best Integration with Other Channels - Silver .................................................................... 56
The University of Notre Dame MBA High Flyer Program............................................................... 56 Creative Samples from The University of Notre Dame's MBA High Flyer ........................................... 58

Best Integration with Other Channels – Honorable Mention ........................................... 61
Nürburgring Automotive Turns Offline Addresses into Qualified Subscribers ......................... 61 Creative Samples from Nürburgring Automotive ................................................................................. 64

Best Personalization/Segmentation Strategy - Gold ......................................................... 67
2010 Susan G. Komen Race for the Cure........................................................................................ 67

Best Personalization/Segmentation Strategy - Silver ....................................................... 68
American Progress Prioritize and Personalize............................................................................... 68 Creative Samples from The Center for American Progress ................................................................ 71

Best Personalization/Segmentation Strategy – Honorable Mention ................................ 74
ESC Boston 2010 Attendee Marketing Campaign .......................................................................... 74 Creative Samples from the ESC Boston 2010 Attendee Marketing Campaign ................................... 76

Best Triggered Email or Auto-Responder Series - Gold ................................................... 80
Lumension Automated Nurture Campaign ..................................................................................... 80 Creative Samples from the Lumension Automated Nurture Campaign ............................................... 83

Best Triggered Email or Auto-Responder Series – Honorable Mention.......................... 88
ATP World Tour Finals Triggered Welcome Message ................................................................... 88 Creative Samples from ATP World Tour Finals Triggered Welcome Message ................................... 90

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MarketingSherpa 2011 Email Awards

FROM THE LEAD JUDGE
Dear Email Marketer, Email may be a mature marketing channel, but marketers are hardly through trying to improve its results and discovering new ways it can support other areas. This year's MarketingSherpa Email Awards showcase the work of marketers who are at the top of their field, designing email campaigns and strategies to increase relevance and boost results. In these awards, you will find useful examples to apply to your own email programs, complete with sample emails and results metrics. This year, entries poured in from around the world, from companies large and small, which is reflected in our list of winners. Judging MarketingSherpa's Email Awards is a collaborative multi-step process that involves identifying the best entries, debating their merits and, finally, issuing awards. This year, we're featuring analysis from the lead judge in each category to better underline why we selected each winner. But, of course, the bulk of the insight in this book comes from the award-winning marketers from across the world, who were kind enough to take the time and effort to share their groundbreaking work. So, we’ve included, and only slightly edited, these submissions to give you a sense of what we saw. And, most importantly, so you can learn from your high-performing peers. Many thanks to all of our entrants – winners and non-winners alike – for making this year's Email Awards so difficult to judge. Sincerely, Adam T. Sutton Senior Reporter MarketingSherpa, a MECLABS Company

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BEST OF SHOW - B2B
Kodak i4000 Scanner Series Launch
Entrant: Robyn Federman, Catalyst Audience: B2B

Why They Won: Marketers frequently test how email – an effective marketing channel on its own – can achieve stronger results by incorporating other assets. Kodak's marketers took this concept and ran with it to launch their new i4000 Series Scanners. The campaign included an email message with personalized URLs, as well as follow-up emails to non-responders, direct mail, a microsite, triggered emails and other tactics. The campaign achieved an astounding 23% lead rate and showed how a comprehensive marketing strategy with a large email component can drive fantastic results. Lead Judge: Adam T. Sutton, Senior Reporter, MECLABS Primary Research

From Their Nomination Form: Challenge: Launching Kodak’s groundbreaking i4000 Series Scanners Generate excitement pre-launch and create awareness in the marketplace Present the value proposition and engage prospects pre- and post- launch Create a disruption in the marketplace Competitively differentiate the product Present compelling offers to drive response Identify near-term sales opportunities and distribute to the channel immediately Nurture prospects without immediate needs through the sales cycle

Target Audience: Document/content management, IT and purchasing in paper-intensive industries, including finance/banking/insurance, healthcare, government, legal. Solution: Integrated multi-channel program focusing on business benefits and plug-and-play ease of use, branded as innovative and "smart."      Teaser pre-launch and launch emails with PURLs Reminder emails to non-responders Full-color mail Content-rich microsite with third party industry news, educational material, product offers, video, and a free, downloadable independent report Triggered emails to microsite registrants
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MarketingSherpa 2011 Email Awards

        

Mobile -friendly microsite and opt-in for mobile updates Share links to social media, including Facebook, LinkedIn, Twitter Online banners Reseller "campaign in a box" with email and mail templates and website bug Customer-centric lead nurturing program: Monthly e-based and mail-based communications to prospects not currently in the market (unique versions based on type and level of engagement) Continuous fresh, relevant microsite content, including third-party research Streamlined, database-driven process to push leads along sales pipeline Lead scoring

This campaign is an outstanding example of how to properly integrate email with other channels to successfully launch a new product. The program synched email with direct mail, a microsite, social media and lead nurturing. The creative was integrated, the strategy was integrated, and most importantly, the results were phenomenal by any metrics – not just opens and clickthroughs, but site engagement and sales leads generated. Results:   23% lead rate Extremely high site engagement: o 1 in 2 mail direct mail respondents who visited the site filled out a form o 1 in 3 email respondents who visited the site filled out a form o Average page views - 5.7 out of 6 o Average time on site - more than three minutes o Less than 1% bounce rate

Clickthrough rate outperformed industry benchmark for purchased offer-based: 3.7% clickthrough vs. industry benchmark of 2.5%.

Recognition: Person Recognized Frank Magnera Damir Saracevic Chris Zirbel Justin Morelli Kathy Levine Organization Catalyst Catalyst Catalyst Catalyst Catalyst Job Title Account Team Leader Director, Digital Marketing Senior Account Manager Digital Analyst – UX Copywriter

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MarketingSherpa 2011 Email Awards

Tony Lang David Laney Rui Da Costa

Catalyst Catalyst Catalyst

Marketing Analyst Search Analyst Digital Specialist

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MarketingSherpa 2011 Email Awards

CREATIVE SAMPLES FROM THE KODAK I4000 SCANNER SERIES LAUNCH
Email

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MarketingSherpa 2011 Email Awards

Landing Page 2

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MarketingSherpa 2011 Email Awards

Email Performance Chart

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MarketingSherpa 2011 Email Awards

Print ad

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MarketingSherpa 2011 Email Awards

BEST OF SHOW - B2C
2010 Susan G. Komen Global Race for the Cure
Entrant: Jillian Schranz, Event360 Audience: B2C

Why They Won: Of all the submissions, this entry demonstrated the best overall personalization and segmentation strategy. By using data analysis from previous years they gained a keen understanding of their audience which helped them segment messages based on affiliation, attitude and behavior. The results were astounding, even with fewer participants from the previous year the Susan G. Komen foundation was able to raise more money. This challenges the old adage that more participants should lead to higher fundraising dollars. Lead Judge: Justin Bridegan, Marketing Manager, MECLABS Primary Research

From Their Nomination Form: The goal of the email campaign was to motivate the Susan G. Komen Global Race for the Cure® participants to solicit donations on behalf of Susan G. Komen for the Cure. While Komen Global Race participants pay a nominal registration fee, they have no fundraising minimum for participation. Therefore, one of the main functions of the email campaign is not only to remind participants that it is a fundraising event, but also to demonstrate how their fundraising will literally "make an impact" in the National Capital area and around the world. The overall fundraising goal for the event was $3.5 million. What makes the email campaign for the Susan G. Komen Global Race for the Cure® special is that the segmentation and personalization reflect a thorough understanding of the audience, which was informed by a deliberative and exhaustive analysis of past years’ fundraising data. As mentioned above, the large audience of event participants was segmented according to team affiliation, attitude (responses to questions regarding a willingness to fund-raise), behavior (interaction with the website) and current fundraising performance. Results: Remarkably, the 2010 Susan G. Komen Global Race for the Cure® raised more money with fewer total participants than in 2009. This outcome challenges the assumption that the total number of event participants is the most important predictor of fundraising success. Segmentation: Fundraising Performance The examination of the previous years’ fundraising performance led to the discovery of a plateau or clustering of individual fundraising performance at around $275, which supported the tiered
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MarketingSherpa 2011 Email Awards

segmentation based on fundraising performance: those who have raised between $1 and $274 and those so-called "Power Fundraisers" who have raised over $275. There was a third fundraising group that comprised participants who had yet to start their fundraising. The messaging to each of the groups was, therefore, tailored to acknowledge their fundraising efforts and motivate them to raise more money for the cause. Segmentation: Behavior The prior year’s data also told us that participants who utilized their online Participant Centers raised more funds than their counterparts who did not. Consequently, we created content for this campaign that was conditional based on whether or not participants had made use of their Participant Center. Those that had not used their Participant Centers received messaging that gently encouraged them to make use of the Participant Center. For those that had used the Participant Center, they received messaging that acknowledged their active use of the Participant Center and highlighted certain fundraising tools that could further enhance their fundraising performance. Segmentation: Attitude The very simple question on the registration form asked registrants if they were willing to fundraise for the event. They were give three choices: yes, no and maybe. By using the segments based on these responses, we were able to create blended groups, such as those who said "yes" to fundraising, but had a zero or low fundraising balance. Such a group would receive messaging that was calibrated to reflect their willingness to fundraise, but also their reluctance on how to go about it. Such a group would be offered simpler, more achievable steps or methods than someone who has already had some fundraising success. Segmentation: Team Affiliation One of the things that we look for in fundraising data is the indicator or predictor of fundraising performance. Through our data analysis, we found a strong correlation between team membership and increased fundraising. We found an even greater correlation between team captains and fundraising. Thus, we created a completely separate track of email communication catering just to team captains. Captains received their own team captain updates that gave them the motivation and tools necessary to create a cohesive fundraising unit. This communication also acknowledged and recognized their enthusiasm and willingness to take on a leadership role. Results: Remarkably, the 2010 Susan G. Komen Global Race for the Cure® raised more money with fewer total participants than in 2009. This outcome challenges the assumption that the total number of event participants is the most important predictor of fundraising success. Recognition: Person Recognized Jennifer Segall Organization Susan G. Komen for the Cure Job Title Manager, Events

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MarketingSherpa 2011 Email Awards

CREATIVE SAMPLES FOR THE SUSAN G. KOMEN GLOBAL RACE FOR THE CURE
Email #1

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MarketingSherpa 2011 Email Awards

Email #2

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MarketingSherpa 2011 Email Awards

Team Captain Email

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BEST EMAIL LIST GROWTH CAMPAIGN - GOLD
Dingo Join My Mailing List Campaign
Entrant: Jenny Viscarolasa, Constant Contact Audience: B2C

Why They Won: You don’t need to be a dog lover to love this email campaign. We liked that this campaign used social media in a fun but highly effective way to grow their opt-in email list. How did they do it? Dingo promised that the first 5,000 Facebook followers to join their group would receive a $20 coupon redeemable at DingoBrand.com. However, no one would receive the coupon until the Facebook "Like" totals reached 5,000. In just three days the goal was met. Better yet, monthly sales increased 22%, with roughly half of that number attributed to new customers. The rollout of this campaign resulted in a 48% list growth in six months. We also liked that the email was clean, easy to scan and the Facebook logo was strategically placed to pull you into the details of the program. Plus, who can resist the cute dog at the top of the email? Lead Judge: Todd W. Lebo, Senior Director of Content & Business Development, MECLABS Primary Research

From Their Nomination Form: Dingo Brand’s 2010 Join My Mailing List Campaign was directed towards an audience of both current and prospective customers. With this campaign, the company wanted to engage current customers and encourage them to sign up for its email promotions, while also spreading its brand message to a larger community of dog lovers. The immediate goals were two-fold. First, through the use of Constant Contact's Join My Mailing List Facebook Application, Dingo hoped to garner a significant amount of new subscribers to their already sizeable email list. Secondly, Dingo enticed current customers and Facebook followers to share information about the campaign with their own networks in an attempt to make the brand go viral. With research showing that once a customer buys, they almost always buy again, this campaign was a low-cost effort to engage these new prospects to become first-time buyers. As a means to entice current and prospective customers to join its mailing list, Dingo promised that the first 5,000 Facebook followers to join would receive a $20 coupon redeemable at DingoBrand.com. The catch? No one would receive the coupon until Dingo Brand’s Facebook
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MarketingSherpa 2011 Email Awards

"Like" reached 5,000 (they started with only 330 "Likes"). Once the 5,000 number was reached, the coupon would be emailed to customers (hence the need to provide an email address). This caveat is similar to those employed by group discount sites such as Groupon, which makes daily deals contingent upon a minimum number of buyers.

Results: Dingo’s Facebook page went form a mere 330 "Likes" to more than 5,000 "Likes" in just three days. What impact did this have on the company's bottom line? Dingo’s monthly sales increased 22%, with roughly half of that number attributed to new customers. Perhaps the most impressive take away from this campaign was the tremendous list growth that Dingo Brand was able to achieve. When the organization began its campaign in July, it had a subscriber count of a little more than 14,000. In a six-month time period, the number of email contacts grew by approximately 48%, and Dingo currently holds the record for the largest number of Join My Mailing List adds via Constant Contact’s Facebook application. Lastly, Dingo Brand’s integration of social media and email marketing produced an email subscriber list with an extremely low attrition. As a result, Dingo Brand has been able to increase its brand awareness and retain a large audience of interested email subscribers who continue to produce a steady 27% email campaign open rate.

Recognition: Person Recognized Mike Halloran Organization Dingo Brand Job Title Online Marketing Manager

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MarketingSherpa 2011 Email Awards

CREATIVE SAMPLES FOR THE DINGO JOIN MY MAILING LIST CAMPAIGN
Newsletter

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MarketingSherpa 2011 Email Awards

Opt-in Page

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BEST EMAIL LIST GROWTH CAMPAIGN - SILVER
ATOUT FRANCE and Avis, "Way to Nice" Competition
Entrant: Tim Wiengarten, rabbit eMarketing, Sinn von Graeve GmbH Audience: B2C

Why They Won: Avis and ATOUT FRANCE wanted to drive list growth (sorry, couldn’t resist the pun) and came up with a clever and effective campaign to increase subscribers by having participants compete on a virtual road trip from Germany to France. To move from town to town on this virtual trip, you needed to recruit new players to help you. One month after the campaign launch, Avis grew their list by 2% and ATOUT FRANCE by 4%. We liked the clean email design and how the fun creative was so closely tied to the services provided by Avis and ATOUT FRANCE. Lead Judge: Todd W. Lebo, Senior Director of Content & Business Development, MECLABS Primary Research

From Their Nomination Form: The aim of the campaign organizers Avis and ATOUT FRANCE was to add to the email distribution list in each case. Within the framework of the cooperation, both partners wanted to benefit from the potentials of the address distribution list of the other. In addition, the competition was also intended to gain new newsletter subscribers that had never been on either of the two distribution lists before. To motivate people to take part, Avis Germany and ATOUT FRANCE provided trips to all five destination towns as competition prizes. The campaign stands out because its main objective – generating addresses – was not tackled within the framework of the competition. On the contrary, addresses were generated almost incidentally when participants recruited "passengers" from their circle of friends and acquaintances, who in turn became newsletter recipients through their participation. After its launch, more than 1,500 people registered to take part in the competition within the first week. After a month, registrations numbered 1,931. During this time, participants sent 543 further recommendations by email (28 % of the participants sent emails); the competition cropped up in 301 Facebook profiles and was posted on Facebook by 16 % of the participants.

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Recognition: Person Recognized Organization rabbit eMarketing Sinn von Graeve GmbH rabbit eMarketing Sinn von Graeve GmbH rabbit eMarketing Sinn von Graeve GmbH Avis Autovermientung GmbH & Co KG Avis Autovermientung GmbH & Co KG ATOUT FRANCE - French Tourism Development Agency Job Title

Katrin Forster

Senior Customer Advisor

Alexander Kobler

Graphic Designer

Torsten Burgmaier

Copy and Concept

Anna Kraher

E-Commerce Specialist

Klaus Tusche

Director of Marketing

Karine LoberKlause Tusche

Head of Marketing

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CREATIVE SAMPLES FROM THE ATOUT FRANCE AND AVIS "WAY TO NICE" CAMPAIGN
Homepage

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MarketingSherpa 2011 Email Awards

Invitation

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MarketingSherpa 2011 Email Awards

Commendation

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MarketingSherpa 2011 Email Awards

Email

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BEST EMAIL LIST GROWTH CAMPAIGN – HONORABLE MENTION
Railey Mountain Lake Vacations Re-engagement
Entrant: Eric Taylor, Blue Tent Marketing Audience: B2C

Why They Won: Maybe the best way to describe the strategy in this campaign comes for Monty Python and "I’m not quite dead yet." The goal of the Railey Mountain marketing team was to find out if the inactive subscribers on their list were dead wood or did they just need a friendly reminder about their company. We liked the "We’ve Missed You" headline, the incentive to re-engage, and the clear call to action. It is also refreshing to see the notice at the bottom that tells the recipient that if they take no action, they will be removed from the list. The results: Unique open rates have increased 35%, unique clickthrough rates have raised 60%, and they were able to track $50,000 in revenue. As a bonus, expenses were cut $160 per month. This shows that creative thinking is "not quite dead yet" in email marketing! Lead Judge: Todd W. Lebo, Senior Director of Content & Business Development, MECLABS Primary Research

From Their Nomination Form: Our goal was to re-engage inactive subscribers and trimming deadwood for an overall healthy list. In addition to keeping the email list healthy by trimming the deadwood, we increased unique open and clickthrough rates while improving ROI... all while cutting monthly costs. Results: [Since launch] our unique open rates have increased 35% and unique clickthrough rates have raised 60%. We were able to track $50,000 in revenue from Google Analytics tags. By cutting inactive subscribers, we cut $160 per month. Recognition: Person Recognized Eric Taylor Jennifer Durben Organization Blue Tent Marketing Railey Mountain Lake Vacations Job Title Email Project Manager Marketing Coordinator

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MarketingSherpa 2011 Email Awards

CREATIVE SAMPLES FROM RAILEY MOUNTAIN LAKE VACATIONS RE-ENGAGEMENT
Approach Email

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Results

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BEST EMAIL NEWSLETTER DESIGNED FOR MARKETING - GOLD
Marriott Rewards eNewsletter
Entrant: Soren Schneider, Epsilon Audience: B2C

Why They Won: A well-designed email newsletter keeps its audience interested and engaged so readers are more responsive to advertising and marketing offers. Marriott's marketers win this year's gold by ensuring its new Rewards eNewsletter would meet these goals by working hard to get it right before launch. The team used focus groups, surveys and analysis to guide its efforts and crafted a design with 12 sections of personalized content. The strategy helped ensure the team's newsletter would be highly relevant to its audience and ultimately resulted in 25% more revenue per email delivered. Lead Judge: Adam T. Sutton, Senior Reporter, MECLABS Primary Research

From Their Nomination Form: When Marriott embarked upon a refresh of their monthly Marriott Rewards eNewsletter, the goal was simple – create a communication that is a "must-read" for time-crunched travelers. To deliver on this high standard, Marriott created highly relevant content, served it up dynamically-based on strategic insights into customer needs, and presented it in a contemporary and concise format. The Marriott Rewards eNews campaign boosted metrics across the board. By deepening the customer relationship, Marriott also increased the results – eNews is by far Marriott’s top revenue-driving email program. While the goal for eNews was relatively simple, the path to get there was complex. Working to create the right blend of timing, targeting, creative and strategy, Marriott exceeded their goals by giving members what they wanted: personally relevant content in an easy-to-use, informative format delivered in a timely manner. Marriott launched the redesigned Marriott Rewards eNewsletter campaign in February of this year. The new design offers a cleaner, more modern read with an optimal balance of images and text. Beyond the improved aesthetics, scan-ability and relevancy of the Marriott Rewards eNews redesign (garnering many positive comments from users), the new eNews has significantly shifted Marriott’s campaign results, driving increases in open rate, click rate and revenue.

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MarketingSherpa 2011 Email Awards

Recognition: Person Recognized Terrilyn Tourangeau Organization Marriott International Marriott International Marriott International Marriott International Epsilon Job Title

Senior Director, Customer Relationship Marketing

Kristen Barletta

Director, Email Marketing

Beau S. Briggs

Senior Manager, Email Marketing Technology

Lisa Cannon

Manager, Email Marketing

Dino Michetti

VP, Client Services, Marketing Technology Account Director, Client Services, Marketing Technology Campaign Solutions Manager Sr. Account Manager, Client Services, Marketing Technology

Brian Cha

Epsilon

Jennie Lewis

Epsilon

Soren Schneider

Epsilon

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MarketingSherpa 2011 Email Awards

CREATIVE SAMPLE FROM MARRIOTT'S REWARDS ENEWSLETTER
Newsletter Redesign

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BEST EMAIL NEWSLETTER DESIGNED FOR MARKETING – HONORABLE MENTION
The Bing Member Newsletter
Entrant: David Patton, Waggener Edstrom Audience: B2C

Why They Won: A silver award was not given in this category. However, two efforts stood out from the pack that we want to highlight. The first is Bing's new member newsletter, which was designed to increase Bing searches and long-term brand engagement by describing the search engine's features and suggesting queries. Although an email newsletter for a search engine might seem like a strange idea, the team increased relevance with a probability-based content optimization tool, and subscribers were shown to use Bing 23% more than users who did not subscribe. Lead Judge: Adam T. Sutton, Senior Reporter, MECLABS Primary Research

From Their Nomination Form: The Bing member letter is distributed twice a month to 5-10 million recipients. The audience is segmented by their level of usage of Bing. The primary goal of the member letter is to increase the use of Bing through exposure to new features and suggested queries for cultural or thematic decisions that the audience makes every day. Secondary goals include creating long-term brand engagement and advocacy through social media, cause initiatives and adoption of secondary tools that support Bing. We began the program in May 2010 with a two-month trial where tone, design and call-to-actions were vigorously tested. In August, we closed on a format and voice and began distributing the version you see now. Content is optimized on both an issue-by-issue basis and in real-time to maximize impact with the different Bing usage segments. Real-time optimization is managed through a probability and content interaction optimization tool. The Bing member letter exposes Bing customers to the unexpected. Its unique format introduces people to new features and drives user education specifically through Bing queries. Every link is a unique query, sometimes providing unexpected results. Queries are chosen to show the breadth of topics and multiple ways to find information quickly and display it in a useful manner to aid in decisions. All of this is presented in a format that extends the Bing brand experience.

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MarketingSherpa 2011 Email Awards

Subtle techniques help drive engagement examples include the use of humor, creating moments of surprise, enabling social sharing at the content level and providing call to action options that are often extreme opposites of each other. Results: Performance is measured in two primary areas: • • Immediate results such as opens, clicks, shares, etc. Follow on activity and Bing usage over time.

The newsletter open rate and engagement levels are significantly higher than industry averages. In addition to driving immediate engagement, users who receive the Bing member letter increase their regular usage of Bing. In tests, recipients of the newsletter use Bing 23% more than those who did not receive it. Since its inception in May, the Bing Member letter has directly driven more the 14,000 followers on Twitter and Facebook. The success of the program has helped drive growing interest internally in email marketing for Bing programs. The executive team has approved a series of new email initiatives for FY2011 and there is a backlog of requests for content inclusion in the member letter. Recognition: Person Recognized Kerry Godes Briana Wardstrom Kevin Murphy Kate Sojda Chad Brokaw Cari Lyle Therese Bartolini Organization Microsoft Corp. Microsoft Corp. Waggener Edstrom Waggener Edstrom Waggener Edstrom Waggener Edstrom Waggener Edstrom Job Title Group Marketing Manager Email Marketing Manager Digital Experience Director Project Manager Sr. Project Manager Copywriter Art Director

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CREATIVE SAMPLES FROM THE BING MEMBER NEWSLETTER
Newsletter #1

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Newsletter #2

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Newsletter #3

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BEST EMAIL NEWSLETTER DESIGNED FOR MARKETING – HONORABLE MENTION
HP Promotions Newsletter
Entrant: Charles Nystrom, Pepper Global Audience: B2B

Why They Won: HP's updated Promotions newsletter included dynamic targeting elements based on Web browsing, email-based behavioral data and pre-selected interest categories. This ensured subscribers received relevant offers and information catered to their business needs. Although the program is in its infancy, new targeting, along with the creative redesign helped drive 65% more engaged subscribers and 70% more traffic to HP's site (more results below). Lead Judge: Adam T. Sutton, Senior Reporter, MECLABS Primary Research

From Their Submission Form: HP Promotions Newsletter is a subscription-based promotional email program, which was redesigned and re-launched in November 2010. The redesign better highlights HP’s unique promotional offers using a multi-touch delivery strategy directed at both the Small and Medium Business and Public Sector market segments. Newsletter sends are dynamic, based on a subscriber’s preferences, interests, and purchase or Web browsing history. Small and medium business subscribers may receive up to seven unique newsletters per month, while Public Sector subscribers may receive up to two separate versions. As a pilot campaign building off an already successful newsletter, the redesign allows for more flexibility in the use and placement of product shots, multi-link functionality, social media integration, cross-sell and up-sell opportunities, among other key benefits. The dynamic targeting elements of the newsletter (based on Web browsing and clickthrough behavioral data, as well as pre-selected interest categories) ensure that subscribers receive offers and information catered to their unique business needs – providing more relevant content, increasing clickthrough rates, and decreasing opt-out and abuse rates. Results: Although the program is in its infancy, new targeting, along with the creative redesign, have produced the following positive results:

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• • • •

The 11/04 and 11/09 HP Promotion campaigns have already generated well over a 1% CTR, and an aggregate CTR 2x higher than the previous month (versus 0.66% OCT). Although delivered volumes were slightly down 3.7M (versus 4.4M OCT), the number of engaged subscribers rose 65% and, more significantly, traffic generated is up 70%. Based on Omniture data, interim direct Web revenue has risen substantially – by more than 5.5x ($423K versus only $63K in OCT). The HP Promotions Black Friday campaign was delivered to 3,963,986 Small and Medium Business subscribers and generated a 2.14% CTR and nearly 93,000 in traffic. The Public Sector campaign was delivered to 224,301 subscribers and generated a 2.45% CTR and 6.6K in traffic.

Recognition: Person Recognized Charles Nystrom Andrea Breunlin Bradley Dornick Krisha Andrew Organization Pepper Global Pepper Global Pepper Global HP Job Title Account Manager Creative Designer Senior Account Manager Manager, Email Marketing Programs - HP

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CREATIVE SAMPLES FROM THE HP PROMOTIONS NEWSLETTER
ESS Campaign

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NIT Campaign

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Day Campaign

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MarketingSherpa 2011 Email Awards

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MarketingSherpa 2011 Email Awards

BEST EMAIL INNOVATION - GOLD
IBM Impact 2010 Daily Newsletter
Entrant: Mary Forlenza, IBM AIM Marketing Audience: B2B

Why They Won: Email is a mature marketing channel – but marketers have not finished discovering new and interesting ways to improve its uses and performance. IBM's idea to turn its print publication for event attendees into a short-lived email newsletter wins gold in this category. The daily mailings featured highlights from the previous day's sessions, kept attendees notified of schedule changes, and offered other benefits. The result was a more useful newsletter that saved money, time and paper – a truly great idea. Lead Judge: Adam T. Sutton, Senior Reporter, MECLABS Primary Research

From Their Nomination Form: The Impact 2010 Daily E-Newsletter catered to registrants at Impact 2010, IBM's premier conference for business and IT leaders. The conference brings together customers and prospects to interact and hear from top technical experts, business executives and analysts. With more than 6,000 registrants at the 2010 event, IBM recognized the value of real-time communication and keeping our audience informed of key sessions, activities and news items. Goals: • • • • • • Reach all attendees Increase awareness of Impact social media Create interactive newsletter Make accessible to mobile devices Reduce costs and waste Simplify distribution

Distributing the newsletter as an email allowed greater reach and availability. The e-newsletter was sent out by email each day of the Impact 2010 event in Las Vegas to Impact registrants, who agreed to receive such communications. This year’s newsletter informed attendees of key sessions and daily activities right from their inbox. Each day’s newsletter featured highlights from the previous day’s opening session. One of the most useful features for Impact attendees was that the newsletter could inform them of session changes in real time. Another benefit of an HTML format was that it enabled the newsletter to be interactive and render in all email environments. This ensured that it could be viewed in various browsers on mobile devices as easily as on computers. The interactive element allowed the newsletter to link
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MarketingSherpa 2011 Email Awards

to social media activity, event sponsor websites and daily updates. Interactivity meant we could take full advantage of social media to drive attendance at certain events and get attendee feedback. The newsletter directed readers to Social at Impact, a social media aggregator including event blogs, Tweets, photos and videos. The transition to an e-newsletter represents IBM’s commitment to environmental sustainability and highlights the importance we place on keeping our clients and business partners informed. The e-newsletter was integrated with the social media aggregator to keep registrants informed through the communications vehicles they prefer to use. Results: We produced a newsletter that was more useful to Impact registrants, while saving money, time and paper in the process. The event blog that the newsletter linked to had 6,400 page views during the event. Social at Impact had over 3,100 views in the first three days of Impact, 121 social profiles were registered and 48 blog feeds were registered. Information shared through social media extended the conference by more than 3,500 attendees who watched videos of key sessions posted on the Impact YouTube channel. The cost to print and distribute the previous Impact 2009 Daily Newsletter was more than $11,000, while the cost of the 2010 printed newsletters was only 10% of that. Distributing the newsletter through email eliminated printing costs, distribution costs and paper waste. This data not only represents a substantial cost and paper savings, but also a considerable time savings. We succeeded in continuing to produce an informative newsletter while simultaneously reducing costs and waste. Recognition: Person Recognized Ally Klopsch Mary Forlenza Melissa Polizzotto Jeremy Christian Organization IBM AIM Marketing IBM AIM Marketing IBM AIM Marketing Design Source Job Title Marketing Communications Manager AIM Marketing Manager, Writer AIM Marketing Manager, Planner HTML Design

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BEST EMAIL INNOVATION - SILVER
Olympus E-5 Product Launch Email
Entrant: James Harper, Olympus Corporation of the Americas Audience: B2C

Why They Won: We awarded silver to marketers at Olympus who used a sideways-scrolling email to announce the launch of a new digital camera. The team went above and beyond the typical promotional email by urging recipients to scroll sideways through the high-quality images and testimonial quotes from professional photographers talking about the new camera. A "hero shot" of the camera was reserved for the final panel The unique and high-quality design appealed to the audience's creative tastes and achieved a 41.2% click-to-open rate. The campaign shows that a promotion email does not have to be just another promotional email. Lead Judge: Adam T. Sutton, Senior Reporter, MECLABS Primary Research

From Their Nomination Form: The goal of this campaign was to announce the launch of the E-5, our new flagship digital SLR camera in a creative and memorable email. Because the E-5 digital SLR is aimed at high-end camera users, we decided to target a specific portion of our list rather than blast all subscribers with information about this new flagship product. This email was sent to: 1) Targeted owners of specific E-System/Digital SLR cameras, and registered lens owners 2) Subscribers (camera owners and non-owners) who showed an interest in professional DSLRs either through past behavior or specifically defined preferences. Of the two audiences, the lists made up of owners of specific camera models performed best. Subscribers included Olympus customers in the US and Canada. This was one of our favorite campaigns of the year and was the first time that we sent a wideformat, horizontal scrolling email to our subscribers. This email was a result of our desire to think "out of the box" in order to promote the launch of the new digital SLR camera, the E-5. Because we knew the audience for this camera would be both 1) creative and 2) highly interested in the product, we felt we could take a chance and be more creative with this campaign. Rather than simply showing the new camera in the first part, or panel, of the email, we chose to use quotes from professional photographers to explain the features and benefits of the camera throughout the email. The full hero shot of the new E-5 digital SLR was reserved for the final panel of the email. We also incorporated subtle animation in the first panel of the email ("scroll right"
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MarketingSherpa 2011 Email Awards

arrows). This email pushed the design and coding skills of our team forward as we worked to ensure compatibility with multiple email clients, screen resolutions, and even mobile devices like the iPhone and iPad. Things learned during the coding of this email have since made a positive impact on our more traditional emails. Results: The following results were calculated using the combined totals of the emails sent to audiences in the US and Canada (not including any small test sends to lists not included in the agreed-upon audience targets).     Delivered*: 45,001 Unique Opened*: 51% of total delivered (22,945 recipients opened) Unique Clicked*: 21% of total delivered (9,446 recipients clicked) Click-to-Open Rate (CTO)*: 41.2% of those who opened also clicked. [* There was small overlap in the US list not accounted for in the metrics. Accounting for the overlap would lower total unique deliveries, raising all reported rates by 1% or less. If necessary, more exact results can be provided on request.] The email itself performed very well as evidenced by the results reported above. Targeting specific audiences with this email led to very high open, clickthrough and CTO rates.    First Panel Notable Clicks: 44.5% of total notable clickthroughs Olympus Visionary (Pro Camera Users) Quotes: 29.3% of total notable clickthroughs Final Panel with camera hero shot and Call to Action: 26.2% of total notable clickthroughs

Recognition: Person Recognized James Harper Richard Pelkowski John Knaur Christopher McGinnis Ryan Smedstad Organization Olympus Corporation of the Americas Olympus Corporation of the Americas Olympus Corporation of the Americas Olympus Corporation of the Americas Olympus Corporation of the Americas Job Title Interactive Marketing Analyst, Corporate Creative Services Product Manager, Digital SLR Senior Marketing Manager, Digital SLR Sr. Graphic Designer, Corporate Creative Services Creative Manager, Corporate Creative Services

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Sean Metzgar Francisco Rosario Scott Hennessy

Olympus Corporation of the Americas Olympus Corporation of the Americas Olympus Corporation of the Americas

Associate Web Developer, Corporate Creative Services Manager, Internet Marketing, Corporate Creative Services Director, Corporate Creative Services

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CREATIVE SAMPLES FROM THE OLYMPUS E-5 PRODUCT LAUNCH EMAIL
Scrolling Page Part 1

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Scrolling Page Part 2

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Scrolling Page Part 3

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Scrolling Page Part 4

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BEST EMAIL INNOVATION – HONORABLE MENTION
IDG Germany Streamlined Subscription Management
Entrant: Sebrus Berchtenbreiter, Promio.Net GmbH Audience: B2C

Why They Won: We give an honorable mention to the effort at IDG Germany that made unsubscribing easier for its audience. Some less-than-ethical marketers might describe such an effort as undermining their lists' size – but simplifying this process helps keep subscribers happy and lists responsive. Also, as this team's effort shows, you might be surprised by your subscription numbers. By merging its separate subscription management pages for each newsletter into a single page, IDG Germany simplified the process for deleting or adding subscriptions. This resulted in a 3% increase in subscriptions per subscriber. Lead Judge: Adam T. Sutton, Senior Reporter, MECLABS Primary Research

From Their Nomination Form: IDG addresses computer and technology interested users and professionals. The various print, online, and mobile publications or events reach out to IT beginners, intermediates, and professionals. The following presentation mostly concerns the six circled target groups. IDG Magazine Media GmbH publishes 51 different newsletters. In the past, readers who clicked on the unsubscribe button in a newsletter were only able to sign off that particular newsletter. Each publication had its own sign-off page. Hence, (un-)subscription processes were not transparent and tested reader's patience. Cross-marketing of the newsletters was not possible unless explicitly promoted in the newsletters. Promio.net offered to merge IDG's different sign-off pages into one site that allowed the users to manage their subscriptions for all the newsletters on one single page. Customer perspective: • • • • Easy sign-on/off Change of personal data, email address Clearly arranged administration site Comfortable holiday/vacation function

IDG perspective: • Effective CRM tool
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• • • •

Cross-promoting newsletters more intensive customer contact due to a higher contact frequency Less workload for the customer service Database cleaning and consolidation better address quality Double opt-in process: legally secure email opt-ins

Empowering the reader: • • Readers can chose from all the newsletters, not just the one they initially signed up for Subscribers can classify themselves; no assumptions about readers' interest are made.

Transparency: • (Un)subscription processes are much more transparent. Data protection is a sensitive topic in Germany. Valid double opt-ins and customer satisfaction are extremely important. Cross-marketing Newsletters are easily cross-promoted with the SelfManager without much effort. New newsletter lists can be built without buying addresses first.

• • •

Results: After the SelfManager was introduced in late November, the database developed as follows during the first week: • • The number of addresses has not changed much (+0.7%). Although the SelfManager has only been online for a few days, the number of subscriptions per subscriber has been increased by 3%.

Subscribers still use the SelfManager to unsubscribe. But it becomes obvious that two effects are to be taken into account • • People unsubscribe database cleaning People subscribe to more than one subscription more information about reader interest

increasing contact frequency,

From all the users who have used the SelfManager so far, different activities were tracked: • • • • 29% changed their user data 46% changed their subscriptions 10% used the holiday function 15% have not changed anything at all

After only a few days, a 3% increase of subscriptions/subscriber was realized. In the future: • • All new addresses will be lead to the SelfManager site, SelfManager will be further promoted in the newsletter footers.
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Recognition: Person Recognized Ralf Engler Jenny Quade Manuela Eue Melanie Koch Organization promio.net promio.net IDG Magazine Media GmbH IDG Magazine Media GmbH Job Title Managing Director Project Manager Marketing Coordination Marketing

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CREATIVE SAMPLE FROM IDG GERMANY STREAMLINED SUBSCRIPTION MANAGEMENT
Manager Site

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BEST INTEGRATION WITH OTHER CHANNELS - GOLD
Kodak i4000 Scanner Series Launch
Entrant: Robyn Federman, Catalyst Audience: B2B

*Please see Best of Show winners for analysis*

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BEST INTEGRATION WITH OTHER CHANNELS - SILVER
The University of Notre Dame MBA High Flyer Program
Entrant: Steve Bennett, Scope 1 Marketing Technologies Audience: B2C

Why They Won: This category's silver award goes to the University of Notre Dame's MBA High Flyer Program, which used a simplified marketing plan with fewer touches that nearly doubled the results. The campaign launched with a direct mailing that included a URL to a personalized microsite and incorporated an automated three-email series to remind non-responders of the opportunity. The first emailed reminder convinced 3.9% of the audience to fill out a registration page, and the two subsequent reminders built on that figure. Ultimately the effort converted 8.5% of the audience into unique leads. This campaign shows that even when email is not the primary channel used to launch a campaign, it can be used to support other channels and improve results. Lead Judge: Adam T. Sutton, Senior Reporter, MECLABS Primary Research

From Their Nomination Form: This campaign shows the power of taking the time to plan an integrated campaign. Higher Education search campaigns for potential students typically utilize upwards of three to five direct mail touches and often up to ten email touches. Consulting with the School of Business Admissions Department and the University’s Marketing Department led to the creation of a custom integrated campaign that streamlined communication and interaction between potential students and admissions. The integrated channels provided consistent, relevant messages for each individual offline and online. Based on the potential student’s choices, further tailoring of copy, creative, and links back to relevant nd.edu sub-domains were provided to each lead. All enhanced lead information and campaign statistics were provided to the University automatically, and the University was able to start a very warm conversation. Opening the campaign offline with direct mail announced the opportunity to a highly targeted group. Implementing best practices for the call to action, creative and copy boosted clickthrough. Providing the appropriate style of personalized URL (pURL) microsite reduced friction and gave prospects easy access to relevant benefits and interaction with the University.

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Through this campaign, the University was able to touch people on and offline with a campaign that provided results far beyond their expectations; results nearly twice the industry standard with less than half of the normal touches. Results: Total Population Response Rate: 18.4% Clickthrough to Personalized Web Page • Phase 1: Direct Mail Response Rate 3.7% • Phase 2: Email Follow-up Response Rate 9.7% • Phase 3: 2nd Email Follow-up Response Rate 3.5% • Phase 4: 3rd Email Follow-up Response Rate 1.5% Total Population Unique Leads: 8.5% Completed Priority Candidate Registration Page • Phase 1: Direct Mail Unique Leads 2.3% • Phase 2: Email Follow-up Unique Leads: 3.9% • Phase 3: 2nd Email Follow-up Unique Leads 1.0% • Phase 4: 3rd Email Follow-up Unique Leads 1.3% Lead Conversion Rate of Personalized Web Page 46% Clickthrough to Priority Candidate Registrant Leads • Phase 1: Direct Mail Response to Lead Conversion Rate 61.5% • Phase 2: Email Follow-up Response to Lead Conversion Rate 40.9% • Phase 3: 2nd Email Follow-up Response to Lead Conversion Rate 30.0% • Phase 4: 3rd Email Follow-up Response to Lead Conversion Rate 90.0%

Recognition: Person Recognized Steven Bennett Brian Lohr Bill Gangluff Melissa Fryman Kevin Smith Organization Scope 1 Marketing Technologies University of Notre Dame University of Notre Dame Scope 1 Marketing Technologies Scope 1 Marketing Technologies Job Title VP, Marketing - Higher Education Director of MBA Admissions Director of Marketing & Web Strategies Variable Data Programmer Director of Information Services

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CREATIVE SAMPLES FROM THE UNIVERSITY OF NOTRE DAME'S MBA HIGH FLYER

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MarketingSherpa 2011 Email Awards

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BEST INTEGRATION WITH OTHER CHANNELS – HONORABLE MENTION
Nürburgring Automotive Turns Offline Addresses into Qualified Subscribers
Entrant: Sebrus Berchtenbreiter, Promio.Net GmbH Audience: B2C

Why They Won: Asking subscribers to confirm registrations with a double opt-in process is a great way to build an engaged list. We give an honorable mention to the effort at Nürburgring Automotive, which showed that a double opt-in process can apply offline, too. The Germany-based motorsports company offered offline prize draws to event attendees. Participants were given the option to subscribe to the email newsletter as well as select areas of interest -- but that opt-in information was not used for up to six months. The team tested sending the old names an opt-in newsletter, which showed good results. The team has since established a regular double-opt-in process for email addresses acquired offline. Lead Judge: Adam T. Sutton, Senior Reporter, MECLABS Primary Research

From Their Nomination Form: The Nürburgring Automotive GmbH is a motorsport company based in Nürburg, Germany. Since summer 2010 the company uses promio.mail for newsletter optimization and delivery as an ASP solution including a newsletter template, automatic target groups, and address generation forms. Since May 2010 Nürburgring offers special offline prize draws to its visitors. When filling out the registration card the participants are given the option to subscribe to the email newsletter as well as pick some areas of interest; the information was not further used. All the participants have been to Nürburgring events, thus must be highly interested. After restructuring the e-letter registration and design Nürburgring had the idea to reactivate the addresses from the prize draws as newsletter recipients. In order to address the participants that had so far only given a single opt-in for the newsletter, Nürburgring was looking for a solution to use the data. Promio.net and Nürburgring Automotive planned the following steps: • • Digitization of old data Generation of valid double opt-ins

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Adding new opt-ins to existing newsletter lists

Even though some of the prize draws took place up to six months before the double opt-in mailing went out, recipients were still eager to receive the newsletter. The database has been enriched by combining offline and online activities. In Nürburgring‘s case the database was increased by 5%! • • • • • • High-quality double opt-in addresses have been generated Recipients are highly interested, all have been to Nürburgring Qualification (full postal address, age, email and interests were entered) Addresses that have not been activated might still be warm or hot leads Exceptional conversion in spite of a long time period between offline prize draw and double opt-in mailing Highly efficient (promio.net automated the whole process from importing the addresses to mailing dispatch and registration process)

Offline address generation can be taken to the next level by including online processes. It can be used more effectively in the future. This process is now regularly used. New prize draw files are uploaded on a weekly basis and immediately addressed with the double opt-in mailing. It is expected that the conversion will increase by minimizing the time gap between receiving the address and sending out the opt-in mailing.

Results: The offline data was manually digitized by an external agency. The agency provided the information in CSV files. The addresses had to be divided into three groups: • • • Addresses with an opt-in People who had given their address but have not opted-in People who had neither given their address nor an opt-in

Legally, only the first group was allowed to be addressed with a mailing. German data protection laws also suggest using the much safer double opt-in process. The double opt-in mailing was so far sent to 1,282 participants • • • An open rate of 63.26% (unique 37.99%) was achieved The click rate was 60.22% (unique 39%) 33.78% of the recipients clicked on the double opt-in link; 433 addresses wanted to receive the newsletter.

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Recognition: Person Recognized Ralf Engler Jenny Quade Mark Repplinger Organization promio.net promio.net promio.net Nürburgring Automotive GmbH Nürburgring Automotive GmbH Nürburgring Automotive GmbH Job Title Managing Director Project Manager Account Manager

Frank Pohl

Director, Marketing and Distribution

Andre Brodrecht

Team Leader, Direct Sales and Customer Relationship Management

Eva Winnen

Online Media Manager

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CREATIVE SAMPLES FROM NÜRBURGRING AUTOMOTIVE
Prize Draw Card

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Prize Draw Card 2

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Welcome Email

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BEST PERSONALIZATION/SEGMENTATION STRATEGY - GOLD
2010 Susan G. Komen Race for the Cure
Entrant: Jillian Schranz, Event360 Audience: B2C

*Please see Best of Show winners for analysis*

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BEST PERSONALIZATION/SEGMENTATION STRATEGY - SILVER
American Progress Prioritize and Personalize
Entrant: Robin Reed, The Center for American Progress Audience: B2C

Why They Won: This entry was chosen for demonstrating how maintaining a high quality contact list along with sending targeted email messages to the right audience can have a huge impact. By organizing their contacts based on priority, American Progress was able to personalize email messages corresponding to the influence of each contact. This micro-targeted approach resulted in highly relevant issues being delivered to highly influential contacts. Not only were the click through and open rates higher as a result, but 82% of those polled say they enjoyed receiving their messages. Lead Judge: Justin Bridegan, Marketing Manager, MECLABS Primary Research

From Their Nomination Form: American Progress (AP) is a nonprofit think tank dedicated to improving the lives of Americans through progressive ideas and action. We develop first-rate policy ideas, and email outreach is a key part of our strategy for injecting those ideas into the national conversation. Because AP is a multi-issue nonprofit organization, our audience includes people who work in many different fields. A subscriber who works on environmental issues may not be interested in getting updates about education policy. A progressive activist with a large and influential network of social media followers may not be interested in our detailed analyses of the latest tax cut bill, but she might be eager to spread the word about our new two-minute video on immigration reform. A government agency worker might not have time to read our full report on the ins and outs of unemployment insurance benefits, but he might want to attend an event that will share the highlights of the report and give him an opportunity to connect with other people working on the same issues. For our top-priority audiences, we use a particularly complex issue-based segmentation system that allows us to target stakeholders by more than 125 different internally-assigned issue areas. We also segment our key audiences by priority, assigning each subscriber a label of A, B or C corresponding to our knowledge of their influence level. These labels help us ensure that key emails have reached the most important subscribers, and allow us to identify situations when additional follow-ups may be needed. We use this micro-targeted strategy to disseminate emails sharing our materials in the form of
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MarketingSherpa 2011 Email Awards

promotional announcements, invitations to events, newsletters, opportunities to take advocacy actions, and other methods of advancing AP’s ideas. As a nonprofit think tank, American Progress is in a different position than many other email marketers. We aren’t selling a product ― we’re advancing a set of ideas through a complex network of influential stakeholders. As a result, we’ve had to devise our own systems for reaching our top-priority audiences and interesting them in our work. The micro-targeted system we’ve created gives us a distinct advantage over the traditional nonprofit organization’s email model, which focuses on sending a single stream of messages to the same audience at the same time. Our system allows us to focus on the specific needs of key segments of our audience, and to keep them engaged in a way that fits their particular level of interest. It allows us to form deeper connections with individuals who are in a position to help us achieve our core objective ― advancing progressive ideas to shape the national debate. Results: American Progress’ targeted email program regularly reaches nearly 45,000 targeted policy professionals. These subscribers are segmented into more than 125 different issue-based tags, on topics ranging from U.S. relations with Turkey to lobbying reform to bio-fuels. Our micro-targeted policy update emails to key influential policy professionals are part of a larger organization-wide email marketing program that is enormous in its scope, sending out nearly 14 million emails in 1,500 separate email blasts in the first two quarters of 2010 alone. The microtargeted policy emails component of that program includes up to 200,000 email messages sent each month, with as many as 50 separate email blasts, along with another 100,000 microtargeted event invitations sent to policy professionals in 20-30 batches. Our open and clickthrough rates on targeted policy update emails are frequently well above the nonprofit industry e-newsletter average open rate of 14.57% and clickthrough rate of 2.78%. In June 2010, for example, our average open rate for policy update emails sent to influential audiences was 18.74%, and the average clickthrough rate was 3.91%. Despite the quantity of email they already receive from AP, our subscribers report that they enjoy receiving our emails and find them useful. A survey we conducted in spring 2010 of AP’s online audiences found that our users are very interested in receiving email from AP: 69.2 percent say they receive our newsletters and an additional 12.8 percent would like to (82 percent total); 36.9 percent say they receive policy update emails and 14.6 percent more would like to (51.5 percent total).

Recognition: Person Recognized Brian Komar Organization American Progress Job Title Director of Strategic Outreach and Alliances

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Jean Qiao Courtney Rae Rawls Robin Reed Antonia Scatton Christopher Semenas Brian Smith

American Progress American Progress American Progress American Progress American Progress American Progress

Email Marketing Assistant Email Marketing Senior Manager Associate Director of Email Marketing and Audience Relations (former) Associate Director of Audience and Constituent Relations Constituent Relations Assistant (former) Email Marketing Assistant

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CREATIVE SAMPLES FROM THE CENTER FOR AMERICAN PROGRESS
Email #1

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MarketingSherpa 2011 Email Awards

Email #2

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MarketingSherpa 2011 Email Awards

Email #3

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BEST PERSONALIZATION/SEGMENTATION STRATEGY – HONORABLE MENTION
ESC Boston 2010 Attendee Marketing Campaign
Entrant: Laura Robison, UBM Electronics Audience: B2B

Why They Won: This entry was chosen for demonstrating a successful personalization and messaging approach. Using filtering, custom-based messaging and geographic targeting, ESC was able to drive an increase in email engagement, registrations, and upgrades. This was created by engaging with their audience using personalized letters from industry experts, resulting in better messages and real value. Lead Judge: Justin Bridegan, Marketing Manager, MECLABS Primary Research

From Their Nomination Form: Embedded Systems Conference Boston is the East Coast flagship event of UBM Electronics. Both east and west coast ESC events target the broadest segment of our audience. Electrical engineers, developers, executives, students, and even marketing professionals are invited to attend the event due to the wide range of topics covered and education offered. Therefore, the goal of the email campaign was to reach a wide segment of our audience with information about ESC Boston, and then quickly narrow in on and follow up with the most engaged users to convert opens and clicks to event registrants.   Registrant goal: 1,500 Total registrants: 1,812

Throughout this campaign, we took advantage of what we knew of our users’ behavior to drive email engagement, registrations, and upgrades from free to paid registrations:  Event alumni are more involved than those users who have never attended a live event. In cases where the open rate of alumni is lower than that of broader audience selects, alumni are still more likely to click through if they open. Therefore, we carefully crafted and timed messaging to these most valuable users. A "filtered" approach works best: email to a large segment of the audience, and then send follow-up emails only to those who have opened or clicked. This process of casting a large

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MarketingSherpa 2011 Email Awards

  

net, then filtering down to the most engaged users was re-applied throughout the campaign as new information, deadlines, or content became available. Emails were targeted based on users’ geographic region. At the beginning of the campaign, users throughout the east coast received email invitations. As the event neared, we narrowed the query so that only users within driving distance of Boston received email invitations. Upgrade messaging was always paired with essential attendee information. We recognized that time can be a stronger incentive than money savings, allowing us two angles from which to drive urgency in the messaging. Our audience responds best to frank communication. For an attendee prospect email to non-registrants, the simple subject line "Message about ESC Boston" had an open rate of 119.48%, because we correctly targeted people who had opened/clicked on previous emails but who had not yet registered. We used personalized letters within the emails from well-known industry names or event content experts to reinforce users’ trust in the brand/event and to ensure the "marketing speak" was limited. Splits were used to enhance messaging to the users. Email messaging was customized based on where the user came from (past attendee, website-only user, past attendee of related but different event, registration type, etc.). Over half of the email deployments contained 2-3 splits to more appropriately message to the users.

Results: The event reached 120.80% of attendee registration goals; because event marketing relies so strongly on email campaigns, this attendee success is due largely to smart email marketing. The average open rate of attendee facing emails was 24.96%. Only three out of 30 email deployments had an open rate of less than 10%, while six had an open rate of more than 100%. The average clickthrough rate of attendee facing emails was 1.70%.

Recognition: Person Recognized Paul Miller Amandeep Sandhu Nicholas Walter Laura Robison Amy Giannini Organization UBM Electronics UBM Electronics UBM Electronics UBM Electronics UBM Electronics Job Title CEO Manager of Audience Engagement & Analytics Email Marketing Specialist Email Marketing Specialist Marketing Manager

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MarketingSherpa 2011 Email Awards

CREATIVE SAMPLES FROM THE ESC BOSTON 2010 ATTENDEE MARKETING CAMPAIGN
Attendee Registration Email

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MarketingSherpa 2011 Email Awards

Attendee Prospect Email

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MarketingSherpa 2011 Email Awards

Special Offer Email

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MarketingSherpa 2011 Email Awards

Expo Newsletter

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MarketingSherpa 2011 Email Awards

BEST TRIGGERED EMAIL OR AUTO-RESPONDER SERIES - GOLD
Lumension Automated Nurture Campaign
Entrant: Annie Wacker, Lumension Audience: B2B

Why They Won: This category was hard to judge. A lot of marketers are doing a lot of impressive things. The two important factors that stood out to me were: How far above and beyond what a quality marketer should be expected to do is this entry? And are there transferable principles that the MarketingSherpa audience can learn from? Annie Wacker, Sam Erdheim, C. Edward Brice and their team at Lumension hit it out of the park on both fronts. The team tackled a pain point that many other marketers likely face as well – a need to work together with sales and deliver high-quality (not mass-quantity) leads. For this particular category, the team achieved this goal in a way that puts the customer first. The technology behind triggered and auto-responder emails had made it all too easy for us marketers to, essentially, spam our audience (even if they have opted in). The team created an impressive process focused on not what Lumension wants to send, but what the prospect wants. As Annie put it, "Leads only receive emails if they further engage and take offers from emails. The more a lead engages, the more emails they will receive." Well done, Annie, Sam and C. Edward. Lead Judge: Daniel Burstein, Director of Editorial Content, MECLABS Primary Research

From Their Nomination Form: The campaign targets contacts who have raised their hand by filling out a form and taking some form of educational content which results in the contact being entered into our database. Contacts must meet the following criteria in order to move into the automated nurture campaign: 1) Not a Current Customer and/or 2) Not a Contact/Account with a Current Opportunity. If a contact meets the aforementioned criteria, they are sorted into the most appropriate nurture campaign, based on the exact content that was taken. The goal of the campaign is to take contacts who have indicated they are looking to solve a specific business challenge and nurture them through a three month campaign with additional offers that provide more detailed info about recommended steps and product capabilities with the ultimate goal of converting a contact into an appropriate product evaluation and becoming an accepted sales lead. As marketers, we hear our sales team consistently asking us for one thing – more qualified leads. Instead of opening the funnel and passing off mass quantities of unqualified leads to sales, forcing
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MarketingSherpa 2011 Email Awards

them to sort through to find any low-hanging fruit, we have changed the way sales and marketing integrate and work together. Over the course of 18 months, we have been developing and optimizing a fully integrated and automated nurturing program that converts top-of-funnel leads and/or stagnant leads in the prospect database and move them to sales-qualified leads. The nurturing program began with a monthly newsletter positioning thought leadership content. These newsletters were segmented by customers, prospects and partners to ensure that the content and positioning were relevant to each user base, delivered monthly. By tracking 'what' content contacts were clicking on, Lumension could drive these individuals into the nurture track that was most relevant. Next, an automated email platform was implemented to drive leads through nurturing tracks, based on their original interest in an offer they selected (either from third party content syndication, pay-per-click activity, direct response online and print ads, webcasts, events, organic Web traffic and from content within the newsletter). The initial email campaign began with two automated nurturing tracks in a six-week pilot program. This gave Lumension a baseline from which they could optimize. In the last year, Lumension has developed eight integrated and automated email nurturing tracks, based on industry and/or product focus, and optimized to a four-month program (with a maximum of nine emails) and two tele-touches. A lead moves through the track based on their behavior with the content (i.e. if they opened, clicked and/or downloaded the content, or converted into an evaluation). Leads only receive emails if they further engage and take offers from emails. The more a lead engages, the more emails they will receive. As these leads engage more with the emails and take more offers, leads often reach out to their sales representative. However, once the behavioral triggers reach the sixth and final threshold (i.e. leads have taken at least five offers), these contacts are sent to sales to be accepted and moved into an opportunity. Nurture tracks are measured each week to replace offers that may have become stale and visually optimized with tested email designs that may include social media, replacement of graphics and/or banners. Within the optimization efforts, Lumension has uncovered 'which' offers are most effective at each stage of the funnel and this has also helped to focus content development on offers that are known to be successful. Also, Lumension has increased social media components to drive content sharing with LinkedIn, FaceBook, Twitter and email forward options within each email.

Results: With the desire to continually optimize this nurturing program, in 2010, we have increased metrics for all eight campaigns to 23% open rates, 15% clickthrough rates and 33% file download rates. In total, we have made 650,245 impressions to 17,628 prospects. The success is also in the funnel conversion metrics which have 39% of inquiries moving from the previous stage in the
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MarketingSherpa 2011 Email Awards

funnel to the following stage. Those who make it to the 6th and final stage, are routed to telequalification where 1% are converted and become sales accepted. Overall, the nurturing program has driven over 50 full evaluations and 68 opportunities.

Recognition: Person Recognized Sam Erdheim C. Edward Brice Organization Lumenion Lumension Job Title Director of Program Marketing SVP, Worldwide Marketing

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CREATIVE SAMPLES FROM THE LUMENSION AUTOMATED NURTURE CAMPAIGN
Sales Plan

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MarketingSherpa 2011 Email Awards

Integration

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MarketingSherpa 2011 Email Awards

Offer #1

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MarketingSherpa 2011 Email Awards

Offer #2

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MarketingSherpa 2011 Email Awards

Offer #3

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MarketingSherpa 2011 Email Awards

BEST TRIGGERED EMAIL OR AUTO-RESPONDER SERIES – HONORABLE MENTION
ATP World Tour Finals Triggered Welcome Message
Entrant: Phillipe Dore, ATP World Tour Audience: B2C

Why They Won: The reason we have honorable mentions is to call out an entry that was particularly strong in one element, yet did not have enough noteworthy information in the overall entry to justify a Gold or Silver. ATP World Tour is such a case. While Philippe Dore and his team did not have any new eyeopening or groundbreaking practices, but achieved results that speak for themselves - $21.82 in revenue per message sent. Just to be clear, that’s per individual message, not per overall email send. And that is for a fairly low-priced consumer marketing product, not a high-end consumer product or enterprise B2B services where just one sale is likely large enough to justify an entire send…or even campaign. No fancy tactics however – just the basic blocking and tackling, hard work and execution that makes great marketing. One example of this – instead of taking the easy way out and buying a list, they built their own list from scratch. They emphasized quality over quantity, creating a list of people that are genuinely interested in what they have to sell – a high bar we can all try to live up to. Congratulations to Philippe and his team. Lead Judge: Daniel Burstein, Director of Editorial Content, MECLABS Primary Research

From Their Nomination Form: The audience was consumers interested in event alerts for the ATP World Tour year-end championships: The Barclays ATP World Tour Finals. The goal of the campaign was to welcome consumers to the email program and show instant gratification by adding value with a special offer to purchase tickets for the event. ATP utilized a low cost basic technique to collect email and automated a simple, short, message with instant value to the consumers. ATP was able to capitalize on the opportunity and achieve a high conversation rate and generate revenue on a simple welcome message.

Results: Two automated emails were created and automated on opt-in. The first message (Subject: Welcome! Your Pre-Sale Tennis Tickets Are Ready), which was automated during a pre-sale window performed extremely well with a 77.52% open rate and a 66.87% clickthrough rate.
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MarketingSherpa 2011 Email Awards

This message was sent to 1,944 consumers (97.84% delivery and six unsubscribes). This message contained a personalized code, adding value and exclusivity to the recipient. The second message (Subject: Welcome! Your Tennis Tickets Are Ready), which was automated after the pre-sale window, also performed well with a 65.02% open rate and 27.7% clickthrough rate. This message was sent to 2,433 consumers (96.24% delivery and 14 unsubscribes). The two messages combined generated 1,385 tickets sales for a total of $95,500. This represents $21.82 in revenue per message sent.

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MarketingSherpa 2011 Email Awards

CREATIVE SAMPLES FROM ATP WORLD TOUR FINALS TRIGGERED WELCOME MESSAGE
Passcode Message

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Non-Passcode Message

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MarketingSherpa 2011 Email Awards

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practical handbooks from MarketingSherpa
Social Marketing roAd Map handbook
MarketingSherpa’s first-ever Social Marketing ROAD Map Handbook offers step-by-step guidance on how to create a social marketing strategy to meet specific marketing goals. Built upon Sherpa’s renowned case studies, practical research and proven methodology, the Handbook provides the practical tools and techniques needed to develop a streamlined process for achieving social media marketing objectives. It’s packed with 27 real-world examples, 11 case studies from leading companies, and 20 charts and tables. Published May 2010 by MarketingSherpa; $397 for instant PDF download!

b-to-b lead generation handbook
Practical instructions to generate, qualify and nurture new business leads. Features dozens of case studies and real-life samples you can use to inspire your own demand generation campaigns. Includes proven marketing for high tech, professional services, and manufacturing, via traditional media, the Internet and Web 2.0. Plus bonus tips on how to make the Sales Department your best friends. 531 pages. Published June 2008 by MarketingSherpa; $497 for instant PDF download plus printed copy!

landing page handbook
MarketingSherpa’s bestselling Landing Page Handbook helps you raise conversions by up to 55% or more for search, email, and ad campaigns for lead generation, ecommerce, and even blogs. Includes: page design & copy instructions; 54 stat & data charts; 114 samples of landing pages to copy; help for search, email, B-to-B, ecommerce, blogs & lead generation conversions. 273 pages. Published November 2007 by MarketingSherpa; $497 for instant PDF download plus printed copy!

2009 best practices in email Marketing handbook
This 568 page practical handbook is the single most comprehensive work on the tactics and best practices of email marketing ever written. It’s designed to support senior staff in developing strategies to maximize email ROI. Its practical and step-by- step approach makes it an ideal handbook to train those less experienced in getting the fundaments that they need. With 7 chapters, 86 case studies, 75+ Sherpa tips, and 150+ creative samples, this is a must have for all marketing departments who want to learn how to successfully grow, nurture, segment, measure, deliver and optimize your email marketing. Published March 2009 by MarketingSherpa; $497 for instant PDF download!

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practical research and benchmarks from MarketingSherpa
2011 Search Marketing benchmark report – Seo edition
MarketingSherpa’s new 2011 Search Marketing Benchmark Report – SEO Edition is packed with 203 pages of all new up-to-date research including insights from 2,194 B2B and B2C marketers, best practices, and real-life case studies. The report is designed to be one-half measurement – complete with Sherpa’s invaluable benchmarks and standards – and one-half inspiration, with unique explorations of what’s working, what’s not and what’s on the horizon for search marketing. This year’s edition also contains 169 charts and tables, new SEO tactics, and the future impact of mobile, video and real time search. Published June 2010 by MarketingSherpa; $447 for instant PDF download!

2011 Search Marketing benchmark report – ppc edition
MarketingSherpa’s new 2011 Search Marketing Benchmark Report – PPC Edition is packed with 190 pages of data on the latest PPC innovations, from keywords to conversions, as well as insights from PPC marketers and agencies on their strategies, challenges and successes. This new edition also takes a deeper look into PPC metrics and tactics with sections on target keywords, best tactics, average PPC clicks, defining a conversion and quality of leads generated by PPC. This edtion has also contains 147 charts and tables, benchmarks on PPC budgets, objectives, and tactics. Published July 2010 by MarketingSherpa; $447 for instant PDF download!

2011 email Marketing benchmark report
The all-new 2011 Email Marketing Benchmark Report provides the most up-to-date research, benchmark data, and analysis on new email marketing tactics, email marketing maturity, and the state of email from a strategic standpoint. In the 198-page report you will get a broad range of all components of email marketing with details on the significant new obstacles to email marketing success, email budgets and bottom lines, and top tactics for delivering relevant content, email list growth, and social media. This edtion has also contains 152 charts and tables, benchmarks on relevancy, deliverablity, and metrics. Published December 2010 by MarketingSherpa; $447 for instant PDF download!

2011 b2b Marketing benchmark report
MarketingSherpa’s new 2011 B2B Marketing Benchmark Report is packed with 232 pages of data and provides the most up-to-data research and analysis on the marketing tactics that were most successfully applied at every stage of the sales funnel, from lead generation to sales conversions, using analytics for continual improvement. Inside you will find special sections on effectiveness of B2B marketing tactics and marketing budget changes, lead scoring and nurturing, use of marketing automation, and much more. This edtion has also contains 167 charts and tables, benchmarks on B2B budgets, objectives, and tactics. Published October 2010 by MarketingSherpa; $447 for instant PDF download!

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