When we launched our annual Silverpop Pop Stars customer awards more than two years ago, I never realized how popular these awards would be with our clients. In fact, this year we had more than 100 submissions!! Competition was fierce, and it was incredibly difficult to choose between so many amazing customer stories. Below are a few of our winners this year – hopefully their stories will provide ideas for how you might enhance your campaigns!
Working with Silverpop partner Litmus, ATP discovered that 40 percent of its highest revenue-generating subscribers are opening emails on mobile devices and adjusted its email templates accordingly.
The new email templates employ responsive design, providing the optimal layout for any device. Not only are the templates responsive, but content is as well – displaying certain content for recipients viewing the email specifically on a desktop computer.
2) BalticMiles, Outstanding Multichannel Campaign
BalticMiles established an advanced loyalty program called “We Love to Give You More” that leveraged Engage landing pages and automation capabilities. The campaign involved connecting Silverpop with a custom-built Web platform to create a simple end-user experience.
Each program member received a newsletter with links to a personalized video (see example at right). The campaign, which included eight touch points and was dynamic based upon usage, recorded a 44 percent open rate and 15 percent click-through rate.
3) Boat Trader, Most Innovative Use of Silverpop Product Features
Boat Trader, a division of Dominion Marine Media, sends a six-part series of behavior-based customized emails by using Silverpop Programs, customized mailing templates, the Silverpop API and a system of rules-based content.
The program helped grow its database by 900 percent in just over a month, with up to 1,000 subscribers added daily! Open rates and click-through rates are as high as 65 percent and 36 percent, respectively.
4) CSX Transportation, Most Effective Program to Support Sales
CSX Transportation developed a nurture program with corresponding landing pages and sales cycle-specific content to more easily prioritize leads for its sales team.
The nurture program led to a reduction in the length of the sales cycle, with some accounts moving from “prospect” to “acquired” in six to 12 weeks as opposed to the industry average of six to 12 months.
5) Driverside, Best Use of Automation
Using Silverpop’s Transact solution, Driverside personalizes its vehicle service reminders with contents in nine different areas to make sure the end consumer is receiving the most relevant information and offers.
The company’s program has been so successful that it can now guarantee its clients, such as Havoline in the example at right, five times their ROI.
6) New Jersey Devils, Outstanding Multichannel Campaign
With its “Rock 30” campaign (a reference to the Prudential Center where the Devils’ home ice is located), the team targets frequent attendees within a particular geographic area for last-minute ticket sales.
The Devils also built an iPad interface that streams data directly into Microsoft Dynamics CRM, increasing the team’s database by 200 to 2,000 names per event.
1) White Paper: “Print Money Today: 7 Emails Marketers Should Automate to Drive Massive ROI”
2) Blog: “Trilogy Interactive’s Brian Sisolak Talks Mobile Optimization”
3) Case Study: “MudPie Achieves 5% Conversion Rate on ‘Important Occasion’ Campaign”