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Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Chris Oliver, WARC Awards, Shortlisted, Effective Innovation, 2019

Search engine Google used direct marketing to target chief technology officers in the US to achieve growth in the B2B cloud computing market.

Jo Malone: Effective Innovation for Jo Malone London

Case Study • Richard Calvert, Louisa Osmond, WARC Awards, Shortlisted, Effective Innovation, 2019

British fragrance house Jo Malone London (JML) ran a personalised email campaign driven by AI and data to increase rate of repurchase and drive sales among its customer base.

Why consumers sign up for marketing emails (and why they opt out)

News • 26 February 2019

Consumers report receiving considerably fewer marketing emails following the introduction of the European Union’s rules on data protection and individual privacy.

Kit Kat Love Story

Case Study • SABRE Awards, Best in Real-time Engagement, In2, 2019

The Hershey Company, a chocolate and cocoa products company, increased awareness for its Kit Kat brand in the US by launching an engagement ring box in the shape of a Kit Kat that revealed a ring when broken.

5 Trends in B2B Email Marketing

Article • David Ward, ANA Magazine, B2B Marketer, January 2019

Marketers are using five trends in B2B email marketing to boost deliverability rates and increase automation.

Virgin Holidays: Peak

Case Study • Direct Marketing Association - UK, Silver, 2018

Virgin Holidays, a tour operator, increased footfall in UK storefronts using AI technology to personalise users' communications – without a TV budget.

Age UK: Mitigating loss of cold DM with a new channel for sustainable growth

Case Study • Direct Marketing Association - UK, Bronze, 2018

Age UK, a charity, revised its strategic approaches in light of GDPR to achieve significant ROI improvements in the UK.

Volkswagen Commercial Vehicles: Chassis Cab

Case Study • Direct Marketing Association - UK, Bronze, 2018

Volkswagen Commercial Vehicles (VW), brand of light commercial vehicles, launched the Crafter Chassis Cab in the UK so that a business could convert the vehicle to suit their line of work.

SEAT Arona Launch

Case Study • Direct Marketing Association - UK, Bronze, 2018

SEAT Arona, a sport utility vehicle, used email technology to retain the attention of UK consumers which contributed to 2230 car orders.

Say YES for Children: Unicef's marketing permissions campaign

Case Study • Direct Marketing Association - UK, Silver, 2018

Unicef, a non-profit organisation, retained the ability to contact its active supporters post-GDPR in the UK by launching new propositions with an engaging but simple message.

Formula 1: A Season of Stories at Speed

Case Study • Direct Marketing Association - UK, Silver, 2018

Formula One (F1), the highest class of single-seater auto racing, increased interest in the sport in the UK by launching an email campaign with exclusive content such as track-side photos.

McDonald's UK: Monopoly Wiiiin!

Case Study • Direct Marketing Association - UK, Gold, 2018

McDonald's, a fast food company, increased players of its Monopoly game and restaurant visits by launching an online game and sending out winners' emails to show that people can actually win.

Bupa: First Year "My Bupa" Email Journey

Case Study • Direct Marketing Association - UK, Silver, 2018

Bupa, an international healthcare group, increased customer engagement in the UK by introducing a new data strategy that allowed it to cross-sell to its members based on email clicks.

Premier Inn: Business Booker

Case Study • Direct Marketing Association - UK, Silver, 2018

Premier Inn, a hotel brand, used a disruptive method to reach consumers in the UK and highlight how its brand offers a solution to repetitive tasks.

The Guardian: GDPR - Leave or Remain?

Case Study • Direct Marketing Association - UK, Gold, 2018

The Guardian, a British daily newspaper, encouraged its readers to opt in to its emails post-GDPR by rebuilding its preference centre and creating humorous communications.

Jo Malone London: Omnichannel Communications Programme

Case Study • Direct Marketing Association - UK, Silver, 2018

Jo Malone (JML), a perfume and scented candle brand, created a joined-up, multi-channel campaign across the brand's major touchpoints to increase revenue in the UK.

Virgin Holidays: Return Home Journey

Case Study • Direct Marketing Association - UK, Bronze, 2018

Virgin Holidays, a tour operator, encouraged UK holidaymakers to combat the low they felt after returning from a trip by booking their next journey with Virgin Holidays rather than short-haul carriers.

P&O Ferries: What Next - Spontaneity DM

Case Study • Direct Marketing Association - UK, Silver, 2018

P&O, a British cruise line, increased awareness in the UK by sending letters without a destination to prospects and encouraging them to take an adventure.

Neilson Active Holidays: Ski 2017/18

Case Study • Direct Marketing Association - UK, Bronze, 2018

Neilson, the tour operator, moved away from travel agents to sell their flagship ski holidays exclusively direct to British consumers – giving them an ROI of 20:1.

Britain’s Beer Alliance: Long Live the Local

Case Study • Direct Marketing Association - UK, Gold, 2018

Britain's Beer Alliance, a cross-industry group of brewers and pub groups, used petition signatures and emails to MPs to fight beer tax in the UK.

Direct Line: Personalised Videos

Case Study • Direct Marketing Association - UK, Gold, 2018

Direct Line, an insurance company, educated UK consumers on the importance of taking out insurance by launching a personalised video campaign that sent unique versions of its video ad to each customer.

Essity: Launch of Cushelle Quilted

Case Study • Direct Marketing Association - UK, Silver, 2018

Cushelle, a brand of toilet tissue, used a powerful value led headline – "£2 OFF" – to encourage engagement with the brand in the UK.

Goodbye Boring, Hello to Exciting Communications from Suzuki

Case Study • Direct Marketing Association - UK, Bronze, 2018

Suzuki, the automobile company, persuaded motorists in the UK to opt in to its communications in light of the GDPR.

Virgin Holidays: Ready to Travel

Case Study • Direct Marketing Association - UK, Gold, 2018

Virgin Holidays, a tour operator company, increased customer loyalty and ROI by launching an airport guide and shareable booking celebrations in the UK.

TV Licensing: Pulse Will You Be In?

Case Study • Direct Marketing Association - UK, Gold, 2018

TV Licensing, a licensing authority for television in the UK, reinforced the consequences of not paying for a license by sending out personalised letters detailing a visit from a local enforcement officer.

American Express brings hyper-personalization to email

Article • Reed Karaim, Event Reports, DMA &Then, October 2018

American Express, the financial-services provider, has used personalization to enhance its email marketing efforts.
Media in focus: Marketing effectiveness in the digital era

Article • Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
Re-evaluating media

Research Paper • Ebiquity, March 2018

Details the findings from a study by Ebiquity that looks at re-evaluating media decisions to optimise advertising budgets.
Online versus offline promotional communication: Evaluating the effect of medium on customer response

Research Paper • Marco Ieva, Cristina Ziliani, Juan Carlos Gázquez-Abad and Ida D'Attoma, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 338-348

The effectiveness of online versus offline promotional communication is an important marketing issue.
B2B marketing: What works in digital B2B

Article • Francesca Brosan, Admap Magazine, April 2014, pp. 36-37

This article describes results from research into business to business (B2B) digital marketing, offering understanding of how budgets are being used.