Best Email Email Message, Best Of Show Email Message

Each year, e-Dialog sends an electronic holiday card via e-mail. There are 3 goals for the holiday e-card. 1. It should say thank you and convey holiday wishes. 2. It should reflect our company culture, which is light-hearted and fun. 3. It should show an innovative use of our own technology in order to inspire clients to try new things.
The strategy for the e-card was to create a personalized e-mail that would be highly engaging with a big "fun factor" and wow. We wanted each recipient to feel the care and attention put into making and sending the card just for them.

The Marketing team met with the lead creative designer in October to kick off the project. This gave us 2 months to develop and deploy the e-mail. Marketing laid out the goals and gave some ideas to start with, and 2 weeks later the creative team came back with several concepts.

The concepts were evaluated by the marketing team and further refinements were suggested. In particular, we wanted to maximize the personalization. To do this, we added a personalized greeting, message and signature to the e-mail itself. In addition, for the Snowball Throwdown game attached to the card, we personalized the game so that each recipient played against their own account team. We also customized the game background based on whether the account was serviced by our Boston, NY or Seattle office. We also included "easter eggs" like being able to eat the cookies by clicking on them, or clicking on the laptop to see "another successful mailing!"
The e-mail and game very very warmly received by clients and employees alike. It was widely shared on social media sites including Facebook and Twitter.

Contributors:

Senior Design Lead:	Jamie Gamsby
Marketing Programs Manager:	Kevin Nolan
Marketing Communications Manager:	Dan McDermott
VP, Creative Services:	Tim Ryan
Communications Editor:	Liz Lynch
Marketing Events Manager:	Heather Toole
Marketing Communications Associate:	Alison Reynolds
Web Designer:	Jessica Kingston
Web Designer:	Anna Boyadjieva

E-DIALOG

Location: USA