Best Retail Email Message Campaign

T-Mobile flexes what’s next with stunning success

ZETA UNFOLDS WINNING STRATEGY FOR DEVICE LAUNCH

THE TARGET
Current Android users on T-Mobile who are eligible to upgrade their device to the latest Samsung Galaxy devices: the Galaxy Z Flip4 and the Galaxy Z Fold4.

THE CHALLENGE
Two incredible new phones, up to four incredible offers. We needed to properly introduce customers to the phones without minimizing the deals. Then give the storage and Galaxy Watch5 offers their due. And if all that wasn’t challenging enough, do it across seven segments with individual offers for pre-order and launch while maintaining benchmarks of 25% Open Rate (OR) and 7.5% Click to Open Rate (CTOR).

THE ANSWER
A clear, data-proven hierarchy. Big and bold imagery that highlighted the unique devices. Offer-forward copy. Real-time testing of subjects Iines, CTAs, headlines, and offer phrasing to optimize engagement every step of the way.

See full entry for the work, testing and results.

Contributors:

Executive Creative Director:	Kris Geist
Director of Creative Strategy:	Rich Patterson
Creative Director:	Emily Preston
Art Director:	Kieran Grant
Art Director:	Lauren Garney
Senior Copywriter:	Melissa Avanzato
Traffic Manager:	Amy Lee
Senior Account Manager:	Nick Lencioni
Senior Account Director:	Shelby Garlock

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.