Best Email Email Message

BASKING IN BRILLIANCE

TARGET
Sprint customers currently on the Samsung Galaxy S8 device who were hesitant to upgrade to the new Samsung Galaxy S10e.

THE CHALLENGE
Drive engagement, primarily through Click Through Rates, to boost upgrades among Galaxy S8 owners.

THE ANSWER
A customer-first strategy targeting Galaxy S8 owners with subject line testing, themed copy and a sleek design tailored to communicate the benefits of converting to the Galaxy S10e.

THE WORK
A simple headline with a succinct message: Start summer right. Next, trumpeting the Galaxy S10e’s increased power and speed with straightforward, impossible to miss copy. Our design upped the summer vibes with a sun graphic and a clean white background, all without detracting from the star of the show: our animated GIF. Genius in its simplicity, we illustrated the Galaxy S8 doing a 360° turn, transforming into a Galaxy S10e before our eyes. This GIF was backed by a CTA empowering customers to “Make your move” and a dynamic store module helping customers find where to get their new Galaxy.

RESULTS
Sprint was walking on sunshine after this one! The device-specific subject line: “How’s your Samsung Galaxy S8, [Firstname]? Time for an upgrade.” was opened by 26.6% of recipients. Our low fidelity animation beat our high fidelity animation in real-time testing, providing the valuable insight that customers care more about faster loads time than image clarity. The creative saw a shining Click Through Rate of 6.9% among some segments—just the start to summer Sprint hoped to see.

Contributors:

Executive Creative Director:	Kris Geist
Global Creative Director:	Christine Cucuzza
Senior Creative Director:	Rich Patterson
Senior Copywriter :	Colleen Zajac
Junior Art Director:	Annabelle Smoot
Creative Project Manager:	Amy Lee
Account Manager:	Alex Rector

ZETA GLOBAL

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.