ATLANTA, May 8, 2009 - Silverpop, a leading provider of online marketing solutions, announced the winners of its 2009 Engaged Marketer Awards during its seventh annual Client Summit this week, which drew record attendance. Despite the tight economy resulting in dropping attendance at many conferences, Silverpop experienced a 15 percent increase in registrations for its event.
New this year, Silverpop launched a competition to identify the most engaged marketers among the company's clients. Entries were judged on the quality of companies' marketing practices in 10 categories, including message personalization, dynamic content, use of preference centers and social marketing, as well as on the overall strength of the examples submitted in terms of engaging customers and prospects.
"The winning companies did a superlative job of using engagement marketing strategies and tactics to build stronger connections with customers and prospects," said Silverpop CEO Bill Nussey in announcing the winners. "Silverpop believes that the highest form of marketing is a respectful relationship, and these companies achieved that by delivering relevant, personalized messaging and initiating two-way dialogues with customers and prospects."
The Silverpop 2009 Engaged Marketer Award winners in B2C category were:
Gold: General Mills
General Mills, the world's sixth largest food company, uses dynamic content to excellent effect. For example, it includes recipes tailored to specific recipients based on similar customers' high rankings. The company also successfully integrated email and social marketing, sending Valentines to customers and inviting them to share the emails with their friends on Facebook.
When sending its newsletter, Aetna uses personalization in the subject line and salutation to increase customer engagement. It also utilizes dynamic content in the Network News section. Awards judges praised the insurance and employee benefits company for its use of lifecycle messaging and branded transactional emails.
Bronze: 89 Degrees
Agency 89 Degrees sent a series of messages coinciding with the opening of a new IKEA store in Charlotte. The personalized emails included powerful incentives to act, such as a sweepstakes and chances to win free stuff.
In the B2B category, the Silverpop 2009 Engaged Marketer winners were:
Gold: Manheim Online Solutions (OVE.com, Simulcast, Manheim.com)
Manheim Online Solutions, the leader in online remarketing services, offered customers an enticing rebate in its HTML-formatted transactional emails. The messages featured an upsell opportunity delivered at a time when the customer was highly engaged and more likely to be receptive to such an offer. In addition, Manheim initiated a two-way dialogue with customers by inviting them to participate in a survey and provide feedback regarding how it could use technology to better meet their needs.
Silver: Brainshark, Inc.
Brainshark, a provider of on-demand business communication solutions, uses personalized emails inviting prospects and customers to access helpful tutorials and presentations, creating new relationships and deepening existing ones. Judges also praised Brainshark's use of polls and surveys to gain customer insights.
Unum is one of the largest employee benefit companies in the world. Its preference center gives recipients numerous category options regarding the newsletter content they'd like to receive-complete with descriptions of each type of content-helping ensure that messages are customized to match their needs. Unum feels that relevant content is a key attribute for a successful long-term messaging program.
Silverpop's Engagement Marketing suite helps turn prospects into customers, and customers into fans. Silverpop's Web-based solutions enable companies worldwide to build relationships with customers and prospects through the creation, automation and delivery of relevant, online messaging.
Companies rely on the Silverpop Engage platform to create and manage multichannel marketing campaigns that reach millions of individuals--one at a time--enhancing lifetime customer value and brand loyalty. Silverpop's Engage B2B platform seamlessly scores sales leads, nurtures them through the pipeline and measures campaign return on investment. And Silverpop's strategic counsel, service and support helps clients with the precise level of training and advice needed to quickly improve campaign results and ROI. Silverpop makes it easy and affordable for marketers to create, automate and execute campaigns ... from first click to lifetime customer.
With offices in the United States, England and Germany, Silverpop's engagement marketing technologies are used by industry-leading brands around the globe. Best practices and white papers are available at www.silverpop.com.