Overview of MarketingSherpa’s 7th Annual Email Marketing Awards


The winners of MarketingSherpa’s 7th Annual Email Marketing Awards were announced on its website this month, the annual awards feature the best email marketing campaigns of the past year, as selected by a panel of five expert judges from MarketingSherpa’s editorial, analyst and marketing staff.

Some of the email & CRM companies behind the winners campaigns include StrongMail, Eloqua, SalesForce and Optivo.

The awards from US-based marketing specialists MarketingSherpa are presented annually at the “Email Marketing Summit”. The next summit will take place in Las Vegas from 7-10 February 2012. The awards honour exceptional email marketing campaigns and took place this year for the seventh time. Email Expert will be present at the Summit and reporting back.


StrongMail Best Promo Email

StrongMail Agency Services Division were behind the Travelocity win-back campaign. A Gold Prize winner in the “Best Promotional Email or Campaign” category, the winning campaign was selected for its skillful application of creative and strategy that enabled the campaign to increase ROI more than 100% from previous efforts.

“Email marketers are constantly challenged to extract more value from their lists,” said lead judge Adam T. Sutton, Senior Reporter, MECLABS Primary Research. “Many turn to inactive or non-purchasing subscribers to boost conversions – but this can feel like squeezing blood from a stone. This team used a touch of creativity and a solid strategy to not only engage, but increase sales from these tough subscribers, and it increased ROI more than 100% from previous efforts.”


Eloqua: Best Personalisation

Eloqua client, The Center for American Progress and Center for American Progress Action Fund won a silver award for best personalization/segmentation strategy at the MarketingSherpa 2011 Email Awards. 

Paul Teshima, SVP of Customer Strategy and Success at Eloqua said, “Eloqua has analyzed 10,000 months of our clients’ marketing data, which allows us to develop benchmarks for a variety of marketing practices. By truly understanding and applying targeting and segmentation strategies, American Progress is one of our top performing clients across multiple benchmarks.”

Optivo: Best Audience Engagement

Gold in the “Best Audience Engagement” category went to Condor Flugdienst GmbH. The German airline was distinguished for its innovative reactivation campaign, the jury was not won over by the impressive rate of reactivation’s.

Managing Director of optivo GmbH, Ulf Richter, believes that other companies can learn from the campaign conducted by Condor: “Inactive newsletter subscribers are a challenge for every marketer – but simultaneously represent an optimisation potential that is relatively easy to tap in to. The case of Condor proves that it is possible to reactivate a significant fraction of inactive users without simply using costly incentives that will often only have a short-term effect. As is always the case in marketing, the principle of “brain beats cash” also holds true here. It’s the development of an intelligent concept what pays real dividends.”


Complete List of Winners

Best-in-Show Grand Prize Winners

B2B: Citrix Online – Content Marketing Strategy

B2C: JetBlue – Remarketing Triggers

Best Promotional Email or Campaign

Gold: Travelocity – Win-back Campaign
Silver: Avaya – “Show Me Avaya Flare”
Honorable Mention: MidwayUSA – Black Friday/Cyber Monday Campaign
Honorable Mention: California State Parks Foundation – Sponsor a Vehicle

Best Audience Engagement

Gold: Condor – Reactivation Campaign
Silver: General Paint – Data Enhancement Campaign
Honorable Mention: EllisLab – Reactivation Email

Best Personalization/Segmentation Strategy

Gold: Clare Florist – List Segmentation & Targeted Campaign Design
Silver: Microsoft – Office 365 Trial Conversion Program
Honorable Mention: Provenance Food & Wine – “Meet Your Makers”

Best Email List Growth Campaign

Gold: Citrix Online – Content Marketing Strategy
Silver: Souplantation & Sweet Tomatoes – “Club Veg” Initiative
Honorable Mention: Wale – Email List Creation

Best Triggered Email or Auto-Responder Series

Gold: JetBlue – Remarketing Triggers
Silver: Feld Entertainment – Welcome Series
Honorable Mention: PostcardMania – Automated Follow-up

Best Email Innovation

Gold: No winner this year
Silver: rabbit eMarketing – Birthday Campaign
Honorable Mention: Wyndham Rewards – “Excuse to Escape”

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emailexpert is published by Andrew Bonar, the founder of the company Deliverability which is incorporated in Australia, Hong Kong and the United Kingdom. Deliverability has included Dotmailer, GetResponse, outreach.io, SendLane and other ESPs as clients. Having launched his first website in 1990, he went on to become the co-founder of @POBox UK in 1993, a free email address provider, possibly the first in the world. Thereafter launching Cheapnet which became the longest running privately owned ISP in Europe before launching the first privately owned online payment gateway in the UK: Ebanx. Andrew has consulted to some of the worlds biggest senders including Amazon, Mondelez and Nestle. 2012 in his role as Global Deliverability Director at Emailvision was the first time he oversaw the delivery of more than 100 Biillion messages in a single year. Since that time he has provisioned consultancy or performed leadership roles at some of Australia's most successful tech companies. Including Campaign Monitor, Freelancer.com and Kogan. With 21+ years of industry experience, Andrew is widely recognised as a leader in the field of message sending, deliverability and compliance. He currently resides in the Harbour City of Sydney and continues to serve as an independent consultant at organisations throughout Europe, the Middle East, Asia Pacific and the US.


  1. Thanks for this post. I see so many bad email campaigns it will be interesting to see what the best of the best look like (I have now subscribed to Condor Flugdienst…) Most emails I see – mainly in the IM arena – have gimmicky titles with unrealistic and misleading content. I have unsubscribed from endless lists in the last few months. There has to be a better way than this… just how to find it.

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