Best Non-profit Email Message Campaign

PERSONALIZATION DRIVES ENGAGEMENT—AND MAJOR RESULTS

THE TARGET: Three high value segments, 55+ with incomes of 50K+ who have interests in health & wellness, frequent travel, and sports & recreation.

THE CHALLENGE: American Cancer Society is looking to acquire new members, and then get these members to donate in a cost-efficient way.

THE ANSWER: To maximize the agility in reaching and motivating new leads, we created a set of personalized email touches that were designed with highly relevant content tailored to specific interests. Through the personalization, we both engaged these new leads and coached donations. Through the program, we also uncovered the value of low-cost acquisition sources and determined the impact of using automation in the curriculum to drive engagement.

Contributors:

Executive Creative Director:	Kris Geist
Global Creative Director:	Christine Cucuzza
Art Director:	Samantha Stone
Senior Copywriter :	Colleen Zajac
Junior Art Director:	Kieran Grant
Creative Project Manager:	Amy Lee
Director, CRM Strategy:	Caroline Droessler

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.