Best Government Email Message

Whether bringing American history to life for children, helping to complete a coin collection handed down for generations, or adding sparkle to Christmas stockings, the United States Mint’s online Holiday Gift Guide offered inspiration to shoppers at every click. Our personalized email campaign was designed to raise awareness of the new gift guide and drive holiday sales. Sent to all U.S. Mint subscribers, the email provided content optimized to each individual subscriber. Content was segmented based on propensity modeling that identified the top three holiday gift guide categories from which each customer would likely purchase. Three out of nine possible holiday gift categories were dynamically displayed in the custom emails. Stylized photography along with brief copy and a clear call to action made it simple for subscribers to see, comprehend and act – directly accessing products aligned with their demonstrated interests. Moreover, the guide made it easy for subscribers to access information about future releases and enroll in a product subscription program that drives ongoing sales of new releases. The email campaign resulted in an unprecedented response from subscribers. Year-over-year email revenue from the holiday gift guide increased 73%.

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LIVEAREA

Location: United States