Catalyst, a Rochester, New York-based direct and digital marketing agency, has been awarded Best of Show: B2B by MarketingSherpa for its innovative Kodak i4000 launch campaign. The 2011 Email Award was announced by MarketingSherpa at its annual email summit in Las Vegas. In addition to the Best of Show award, Catalyst also took home a Gold award in the Best Integration with Other Channels category.
Lead Judge and MarketingSherpa Senior Reporter Adam T. Sutton said, “Kodak's campaign showed how email can play a central role in a marketing plan. Simply put: this was a great strategy. The team's expertise, planning and hard work brought out the best of what email marketing has to offer and combined it with other marketing channels to achieve a huge lead-generation rate.”
The campaign included an email message with personalized URLs, follow-up emails to non-responders, direct mail, a microsite, triggered emails, mobile integration, social media integration, a reseller “campaign in a box,” and a streamlined, database-driven process to push leads along the sales pipeline, plus lead scoring. The campaign generated a 23% lead rate with a clickthrough rate of 3.7% vs. industry benchmark of 2.5%. Site engagement was also extremely high: 1 in 3 email respondents who visited the site filled out a form; average page views was 5.7 out of 6; and average time on site was more than three minutes with a <1% bounce rate.
Recognized for their contributions to the campaign were: Frank Magnera, Account Team Leader; Damir Saracevic, Director, Digital Marketing; Chris Zirbel, Senior Account Manager; Justin Morelli, Digital Analyst-UX; Kathy Levine, Copywriter; Tony Lang, Marketing Analyst; David Laney, Search Analyst; and Rui Da Costa, Digital Specialist. The Project Manager was Lauren Taylor.
The full MarketingSherpa Email Awards 2011 Special Report can be accessed here: Email Awards Special Report.
About MarketingSherpa
MarketingSherpa publishes practical Case Studies, Benchmark Guides, exclusive research, how-to instructional materials and nine content-specific newsletters for more than 237,000 content, email, search, B-to-B and consumer marketing professionals each week. In its tenth year, the marketing research publisher has been praised by The Economist, Harvard Business School’s Working Knowledge Site and Entrepreneur.com. Along with MarketingExperiments and InTouch, MarketingSherpa is part of the MECLABS Group, which offers marketers practical research data and information, professional training and networking summits.
About Catalyst
Catalyst (www.catalystinc.com) is a direct and digital marketing agency that helps clients acquire, retain and develop long-term relationships with their customers. The agency takes the guesswork out of marketing decisions by combining intellectual curiosity and inquisitiveness with hard-core analytics, deep customer insight and a measurement mindset. We call it Science + Soul. Headquartered in Rochester, NY, our clients include AAA, Assurant Health, Eastman Kodak Company, First Niagara Financial Group, GE Capital Retail Bank, Heraeus Kulzer, Neff Motivation Inc., Oreck, and Valvoline, among others.
