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Reactivation campaign developed by optivo on behalf of Condor receives highest distinction in the "Best Audience Engagement" category
Berlin, 10 November 2011 – This year’s MarketingSherpa Awards winners have just been announced: Gold in the "Best Audience Engagement" category goes to Condor Flugdienst GmbH. The German airline was distinguished for its innovative reactivation campaign, which was developed by the optivo consulting team. The jury was not only won over by the impressive rate of reactivations, but also due to the campaign’s fresh approach. Rather than simply implementing customary practices such as offering aggressive discounts or vouchers, inactive newsletter subscribers were "seduced" to interact in a game – with success.
The German-based airline, which counts six million passengers annually flying to more than 70 destinations in Europe, Asia, Africa and America in one of its 35 aircraft, is a fully-owned subsidiary of leading global travel company Thomas Cook AG. While the official English counterpart of the German company claim "Wir lieben fliegen" is "Born to fly", the literal translation is "We love flying" – which allows a play on words in German that was used as a part of the reactivation campaign. At the core of the multistep email campaign developed together with the optivo consulting team was a game called "Die grosse Fliegenjagd" ("The big fly hunt"). This had the solitary goal of reactivating subscribers of the regular email newsletter, who had not opened a mailing within the last 120 days.
The initial campaign email contained a call to participate in the so-called "fly hunt". Participants were instructed to count the flies hidden in the following two regular email newsletters. The final campaign email asked participants to enter the number of flies they had spotted. Those answering correctly were rewarded with a €10 travel voucher. The plan was a complete success: Around 7% of total inactive newsletter subscribers could be reactivated as a direct result of the campaign. Of users whose last email opening occurred between 3-12 months ago, the rate was an astounding 17%.
Birgit Clauss, Head of Marketing Communications at Condor Flugdienst GmbH, was thrilled with the results of the reactivation campaign: "We wanted to reactivate as many subscribers as possible. For us it was important that users don’t merely react to appealing incentives in a reactivation email, but rather that opening rates of regular newsletters are sustainably improved. This was admirably achieved with the help of the campaign developed by optivo. Especially good is that the process can be automated on the level of individual newsletter subscribers. In future, whoever has not opened a newsletter for a longer period will automatically receive a reactivation email."
Managing Director of optivo GmbH, Ulf Richter, believes that other companies can learn from the campaign conducted by Condor: "Inactive newsletter subscribers are a challenge for every marketer – but simultaneously represent an optimisation potential that is relatively easy to tap in to. The case of Condor proves that it is possible to reactivate a significant fraction of inactive users without simply using costly incentives that will often only have a short-term effect. As is always the case in marketing, the principle of "brain beats cash" also holds true here. It’s the development of an intelligent concept what pays real dividends."
The awards from US-based marketing specialists MarketingSherpa are presented annually at the "Email Marketing Summit". The next summit will take place in Las Vegas from 7-10 February 2012. The awards honour exceptional email marketing campaigns and took place this year for the seventh time.
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optivo:
optivo is one of the largest email marketing service providers in German-speaking Europe. Since establishment in 2001, the Berlin-based company has counted among the technologically leading providers and trendsetters in the area of email marketing. optivo offers comprehensive email marketing including SMS and fax from a single source. The portfolio extends from the distribution of newsletters and campaign emails with a secure, reliable and powerful email marketing software (optivo® broadmail) to individual strategy and entry consultation, email optimisation and address generation (optivo® consulting) as well as providing market relevant infomartion and best-practice knowledge (optivo® campfire). More than 700 clients from diverse sectors put their trust in optivo know-how and technology, including well-know brands such as Accor Hotellerie, BILD.de, Bosch Power Tools, buch.de, Die Bahn, Die Zeit, Germanwings, Henkel, HypoVereinsbank, Panasonic, Plus.de, QVC, Tchibo and TUI Cruises. optivo actively promotes transparency and high quality standards in email marketing. It is a member of the Deutschen Dialogmarketing Verband "DDV" (German Dialogue Marketing Association), the Bundesverband Digitale Wirtschaft “BVDW” (Federal Association of the Digital Economy) and the Verband der Deutschen Internetwirtschaft "eco" (Association of German Internet Business). As one of the earliest members of Germany’s largest whitelist project ‘Certified Senders Alliance’ optivo stands for highest email delivery rates. In March 2011, optivo received the first "EuroCloud Star Audit SaaS" quality seal in Europe for its optivo® broadmail cloud service.
Media contact:
optivo GmbH
Harald Oberhofer
Marketing Director
Wallstrasse 16
D-10179 Berlin
Phone: +49 (0)30-76 80 78 117
Fax: +49 (0)30-76 80 78 499
press@optivo.net
www.optivo.net
MärzheuserGutzy Kommunikationsberatung GmbH
Jochen Gutzy (Managing Director)
Theresienstraße 6-8 / Ecke Ludwigstraße 21
D-80333 München
Phone: +49 (0)89-2 88 90 480
Fax: +49 (0)89-2 88 90 45
optivo@maerzheusergutzy.com
www.maerzheusergutzy.com
Media contact Condor:
Condor Flugdienst GmbH
Johannes Winter
Head of Communication
Phone +49 (0) 6107-939 7804
Fax +49 (0) 6171-65 3994
kommunikation@condor.com
www.condor.com
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