Best Publishing Email Message Campaign

The Decoded Company: Know Your Talent Better Than You Know Your Customers (Portfolio/Penguin) is the New York Times bestselling business book that reveals how Klick and a growing number of progressive companies, like Google, Starbucks, and Whole Foods are decoding employee work data in the same way that apps like Facebook, Netflix, Spotify decode customer data to personalize, and enhance the user experience.
The book’s strategic email campaign was crafted to support the book launch, provide exclusive content to high value targets, and promote the use of the Decoded Tools. A series of seven emails were sent to 454 high value targets, who were identified initially through engagement with the Decoded Company website (www.decodedcompany.com). The campaign brought consumers on a journey through the three principles of a Decoded Company (Technology as a Coach, Data as a Sixth Sense, and Engineered Ecosystems), and exposed them to exclusive case studies and utilities, including the Decoded Self Assessment and Meeting Organizer tools.
The campaign surpassed all expectations. Unique open rates for the campaign were outstanding, ranging from 47% for the initial email, to 29% by the final email (yielding an average open rate of 37.41% across all emails in the campaign). The unique click-through rate averaged 8.46% across the six emails with links. MailChimp's industry benchmarks for Media and Publishing show an average open rate of 22.93% and an average click-through rate of 5.14%, indicating that the Decoded Campaign surpassed average industry open rates by 63% and average industry click-through rates by 65%.

Contributors:

Director, Marketing Operations:	Geoff Wyatt
Marketing Operations Specialist:	Chelsea Lefaivre
Senior Art Director:	Franklyn Pereira
Senior Designer:	Ming-Li Kuo

KLICK HEALTH

Website: www.klick.com

Location: Canada

About the Agency:

Klick Health is the world’s largest independent digital health agency, laser-focused on creating solutions that engage and educate about life-saving treatments. Klick helps inform and empower patients to manage their health and play a central role in their own care. Every solution hinges on Klick’s in-house expertise across the digital universe – strategy, creative, analytics, instructional design, user experience, relationship marketing, social and mobile. In 2014, Klick won over 125 awards for its client work, corporate management and culture, including being named one of country’s 10 Most Admired Corporate Cultures, Top 10 Best Places to Work, Best Employers, Fastest Growing Technology Companies, and Best Managed Companies. Established in 1997, Klick has teams in Chicago, New Jersey, New York, Philadelphia, San Francisco and Toronto. For more information on Klick, go to www.klick.com. Follow Klick on Twitter @KlickHealth.