|
|
|
|
 |
|
|
Zent Consulting Nominated for Best One-To-One Email Campaign
October 2, 2007 |
|
|
| Zent Consulting, Wild Oats Market, and Home Depot were the three nominees for “Best one-to-one Email Campaign” at the Exact Target awards dinner. Each year Exact Target honors top marketers based on results achieved in e-mail campaigns. Judging criteria for entries included improved open and click through rates based on superior targeting and relevant content. |
|
The effort launched with general newsletter format that supplied overviews of recent activities. The average open rate for these general campaigns was 27% with an average unsubscribe rate of 0.3%. Although the open rate was good for a general newsletter, and the unsubscribe rate was excellent, the decision was made to take the campaign to the next level.
Zent Consulting worked with the Lieutenant Governor’s Office to restructure and personalize the e-mail marketing campaign with specific lists for special interests. These changes produced average open rates of 45%, an increase of 18 percentage points over the open rate for general newsletters. In addition, recipients began forwarding the e-mails to their personal mailing lists, resulting in a surge in signups to receive information. |
|
Greg Knotek, President of Zent Consulting, remarked, "Although Home Depot took home the award, we were extremely happy to be nominated along with national corporations. It proves that if you execute an email campaign correctly, you can get outstanding results without a corporate sized budget."
Unfortunately, like the Oscars, there was no award for being nominated. We do, however, stare at the empty shelf where we would have put the award if we had taken home the hardware. |
|
|
|
|
|
|
|
|
