Best Retail Email Message Campaign

T-Mobile flips for Zeta email results
UNFOLDING SUCCESS

THE TARGET
T-Mobile customers—particularly Samsung Galaxy Note owners—interested in upgrading their Android device to the latest non-flagship Galaxy phones.

THE CHALLENGE
Our challenge was trifold. First, navigating the lingering effects COVID-19 has had on product supply chains without sacrificing overall revenue goals. Second, inspiring cost-conscious customers to upgrade to two of Samsung’s most unique devices in the market. Finally, the significance of these twin ambitions made exceeding the 2021 Q2 benchmarks of 25% Open Rate (OR) and 11% Click to Open Rate (CTOR) paramount to the client.

THE ANSWER
Blending strategy and creativity ingenuity. Analyzing historical data to develop a plan of action for each aspect of the two-touch campaign—then emboldening them. Developing a story to intrigue and motivate a customer to use their rich device offer. And lastly, rigorously scrutinizing our decisions to ensure optimal campaign effectiveness.

View the full entry for the strategy and results.

Contributors:

Executive Creative Director:	Kris Geist
Director of Creative Strategy:	Rich Patterson
Creative Director:	Emily Preston
Art Director:	Annabelle Smoot
Art Director:	Kieran Grant
Copywriters:	Aron Liebig & Marie Schultz
Traffic Manager:	Amy Lee
Senior Account Director, Strategic Consulting:	Heather Anding
Director of Analytics:	Phillip Eby
Account Manager:	Jeff Minbiole

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.