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MarketingSherpa Email Awards: CarDelMar and optivo receive international recognition for reactivation campaign

10-23-2013 07:06 PM CET | IT, New Media & Software

Press release from: optivo GmbH

/ PR Agency: Maerzheuser Kommunikationsberatung GmbH
MarketingSherpa Email Awards: CarDelMar and optivo receive

Berlin, 23 October 2013 – Where will the journey take us? As part of a reactivation campaign by car hire company CarDelMar, recipients were asked to provide an answer to this question. Now, as part of the “MarketingSherpa Email Awards 2014, presented by ExactTarget”, the campaign has been distinguished internationally as the winner in the “Build and Cleanse Ecommerce” category. Developed and executed by optivo consulting, a special campaign highlight was the multistep “gamification” approach. Recipients were asked to guess the sights from around the world that were shown in the email. The success of the consulting project is impressive: as a result of the campaign, CarDelMar could reactivate a full 7 per cent of previously inactive newsletter subscribers.

The campaign target group comprised all inactive subscribers that had neither opened nor clicked the CarDelMar newsletter for at least five months. In line with the company slogan “Compare Cheap Car Hire Worldwide”, reactivation mail recipients embarked on a virtual journey across three continents. Only those guessing the displayed sights correctly could take part in the competition. These “gamification” emails achieved opening rates of up to 62 per cent.

The consulting team also developed and sent reminder and follow-up mails to support the five-step reactivation campaign. During the campaign period, the standard communication measures were deliberately suspended. CarDelMar chose a special look and feel for the design of the campaign emails. From a content perspective, sharply targeted subject lines and matching pre-header texts were also implemented. Furthermore, the optivo consulting team analysed and optimised the reactivation measures regularly through targeted A/B split tests.

Kristina Sievers, Online Marketing Manager at CarDelMar Ferienautovermietung GmbH, comments on the successful reactivation campaign: “Active and interested subscribers are the foundation for successful email marketing. Yet dormant contacts may also still be relevant for generating sales. We are very happy that we could regain the attention of many inactive recipients through our playful approach. The optivo consulting team provided us with competent support not only on a conceptual level but also throughout the actual execution of the campaign.”

According to Ulf Richter, Managing Director of optivo GmbH, many other firms could also benefit from this award-winning reactivation campaign: “Inactive subscribers provide marketing professionals with considerable additional potential. But in my opinion, still too little is undertaken in this field. The CarDelMar example shows how a clever idea can activate the available reactivation potential, easily and effectively. The fact that our approach is now receiving an international award delights me all the more.”

Renewed international recognition for the consulting team
The MarketingSherpa Email Awards are considered the most prestigious distinction in the email marketing field. The reactivation project came out on top in the “Build and Cleanse Ecommerce” category. The awards will be presented as part of the “Marketing Sherpa Email Marketing Summit” which next takes place from 17-20 February 2014 in Las Vegas. This is the second international award for email consultation from optivo this year. The consulting team already received the UK distinction “The Digitals” (Econsultancy) for a successful conversion campaign.

About MarketingSherpa Email Awards:
The MarketingSherpa Email Awards are conferred for outstanding creative and inspiring best email marketing practices. Additional criteria are the strategic and audience-centric approach as well as solid results. The winners are selected by a panel of judges from hundreds of entries. Further information:

About CarDelMar

Since 2005, CarDelMar has offered vacationers low-cost rental cars with all-inclusive packages. To make this possible, it collaborates with well-known international car rental suppliers such as Alamo, Avis, Europcar and local car rental providers. All rental car offers from CarDelMar are available to book directly on the website

About 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 independent, 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 information and best-practice knowledge (optivo® campfire). More than 1.000 clients from diverse sectors put their trust in optivo know-how and technology, including well-know brands such as Best Western, Bosch Power Tools,, Die Bahn, Die Zeit, Germanwings, Henkel, HolidayCheck, Lieferando, mymuesli, Olympus,, Rossmann, QVC, reBuy, simfy, TUI and zooplus. 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. Furthermore, the security management concept surrounding optivo® broadmail is in accordance with the internationally recognised ISO 27001 standard. optivo has been a company of Deutsche Post DHL since June 2013.

optivo GmbH
Harald Oberhofer (Marketing Director)
Wallstrasse 16
D-10179 Berlin
Telefon +49 (0)30.76 80 78-117
Telefax +49 (0)30.76 80 78-499

Maerzheuser Kommunikationsberatung GmbH
Michael Maerzheuser / Julia Schreiber
Maximilianstraße 13
D-80539 München
Telefon +49 (0) 89.2 88 90-480
Telefax +49 (0) 89.2 88 90-45

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