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Best Opt-in Campaign:
Gold B-to-B
Voltimum
Brand/Client Side Team:
Christian Szczensny
Vendors/Agencies
Rabbit eMarketing
Uwe-Michael Sinn
MarketingSherpa Summary - Why They Won:
If you send emails after trade shows to all the prospects who stopped by your booth,
definitely take a look at this winner's creative samples. We love the personalization
(especially the photo of the actual booth rep you spoke with) and the request for
permission. This German firm doesn't assume that just because folks gave booth staff an
email address it means they want to get email. This is a style of double opt-in (sign up at
the booth and confirm via email afterward) that US firms should copy.
From Their Nomination Form:
During the most important fair for electricians in Germany, as many electricians as
possible should be convinced to apply for the Voltimum portal. To achieve that, they
were addressed personally by hostesses at the booths of the member companies. That
same evening, the craftspersons received an email, thanking them for their visit and
introducing Voltimum more precisely. The campaign is special because of
three reasons: 1. The recipients were asked personally. Decisive for the success of the
campaign was the speed of the follow-up. 2. The mail was very strongly personalized:
First of all, it was written (apparently) by the hostess who talked to the craftsperson at the
fair. For that reason, the feedback-cards were numbered consecutively. The hostess was
placed very prominently with her picture. 3. The campaign was filed out multilevel.
The first mail was sent out in two alternative versions: One contacted craftspersons who
were already members of the portal but registered again at the fair and another one for
those who where 'new contacts.' In dependency on 'registration yes/no,' two more follow-
up emails with appropriate benefit-argumentation were sent out in intervals of one week.
Craftspersons who registered already after the first mail received two follow-up emails
with parts of the Voltimum entering guide as incentives. Altogether, 3,822 craftspersons
were addressed during the fair. More than 44 percent opened the email. The registration-
rate of the first mail was 30.37% of the openers, 7.61% of the openers were
added with the two follow-up-mails. Altogether, a conversion of 17.19% was
achieved. This was about 2.5 times higher than the outcome of previous campaigns.
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