The Best in Email: 2017 Sparky Award Winners
How about that Oscars ending last Sunday? While the Sparky Awards don’t have nearly as dramatic of a twist, we are very excited to share the 2017 Sparky Award winners with you and recognize some seriously awesome efforts in the email space.
As word got out about the second annual Sparky Awards, our submissions nearly quadrupled in volume from last year. Our judges pored over nominations and eventually narrowed it down to a field of 2 top entries in each category and deliberated over the final category winners. Turns out you can have some fun with transactional emails, get super creative with subject line testing to gather data, AND solve important real-world problems with our API.
Without further ado, here are our 2017 Sparky Award winners:
Best Subject Line
Subject Line: Are you kitten me right meow?
Submission Recap: This email announced the launch of Evite’s new invitation category, “Pet Parties”. Evite had no data on which of their users were interested in pets, so the team needed an engaging subject line that would entice a broad group of users to open. They conducted a 10/10/80 A/B split test on the tone of the subject and message: Playful vs. Traditional announcement. The ultimate subject line for this email, “Are you kitten me right meow?”, had an open rate 2x higher than average. The then-proven “Playful” tone set the precedent for high open rates and engaging copy throughout the rest of Evite’s summer campaign
Best Transactional Email
Submission Recap: Looking to increase engagement on favorited homes, users are sent an email with dynamic up-to-the-time-of-send stats on a favorited home (views & listings) within 24 hours of favoriting. More than 2 saves within 24 hours are batched into a digest version. There are many interaction points in the email – clickable images, links and multiple category buttons per image. Surfacing the number of people who have also viewed and saved that same home introduced an element of transparency (whether or not the home was popular) as well as competition (Be the First to See it!)
Best Use of the SparkPost API
Winner: Audio Images International, Inc.
Submission Recap: AIII operates a full-service multi-tenant messaging system specifically targeting property managers. SparkPost powers the fully integrated messaging service, complementing their best-in-class automated answering service. AIII’s focus is on empowering property managers to send timely and targeted communication to their hundreds of residents. Messages can be sent to individual units, or to an entire building. Residents receive messages in their format of choice, whether that’s html / text email, a text message, or both. AIII then processes webhook event data from SparkPost to let their customers, the property managers, know when they might have a typo’d email address (hard bounce), or what percent of residents interacted with the message (open and/or click). Their preference center and webhook-driven reporting make them stand out as a great use of the SparkPost API.
The grand prize 2017 Sparky Award winner and recipient of up to $1000 in cash toward an industry conference is… Audio Images International, Inc!
Congratulations to all of the winners, you’ll all be receiving an engraved 2017 Sparky Award with your company name & category!
And special thanks to our judges: Dan Levinson, Clea Moore, Dave Gray & Celebrity Guest Judge Jack Wrigley.
Thoughts on the Sparky Awards or email in general? Leave us a comment below or tweet us.