Williams Randall Marketing Takes Top Award in National E-mail Competition

01.25.2010

Indianapolis, Ind. - Williams Randall Marketing and the Indiana Office of Tourism Development brought home a GOLD award from Marketing Sherpa's annual Email Summit in Miami, Fla., last Thursday, Jan. 21. The GOLD honor was achieved in the Best Email Newsletter for Marketing Purposes category against 175 competitors. The award honors marketers for e-mail campaigns with successful results, measured by overall strategy, established goals and response rates.

Joy Cropper, Director of Internet Strategy at Williams Randall, represented the agency and Indiana Tourism at the awards ceremony. "It was a proud moment to see a program we knew to be so impactful held up as a best in the industry," Cropper said. Cropper was a featured speaker during the conference, delivering "How to Survey Readers to Reveal Segmentation Strategies That Boost Open and Click-through Rates."

This winning e-mail newsletter campaign was created to rejuvenate an existing e-mail program. To make the program more effective, Williams Randall surveyed consumers to learn demographics, travel habits, favorite activities, desired e-mail content, and preferences on frequency and format. From that information, three new e-mails were developed to match the interests of the target audience. The resulting e-mails were sent to a carefully honed distribution list and resulted in impressive improvements from the prior campaign at about half the cost. Total click-throughs to the site, a major metric for the advertiser, increased almost 10 times as a result of the campaign.

"Williams Randall has been a great partner for Indiana Tourism," said Amy Vaughan, director of the Indiana Office of Tourism Development. "This e-mail program is just one example where we were able to do more with less by applying smart strategy."

"Marketing Sherpa is a highly regarded expert research firm in the industry, and this award confirms what our agency firmly believes - that good work can be impactful for our clients," commented Gerry Randall, CEO of Williams Randall.

Located in Warren, RI, Marketing Sherpa is a research firm specializing in results-based marketing.

About Williams Randall Marketing

Williams Randall is a full-service market-communications agency focused on delivering creatively fresh, strategically sound, measurable marketing programs for its clients. With offices in Indianapolis and Terre Haute, Ind., Williams Randall works primarily with Midwest clients in a variety of industries: tourism, education, entertainment, consumer goods, health care and financial services. Find out more at williamsrandall.com.

CONTACT: Gerry Randall, 317-972-1234 ext 205 or 317-416-9101