Page 32 - The Nationals - 2017 Gold WInners

BEST EMAIL MARKETING CAMPAIGN

Ashton Woods wanted to improve overall communications with prospective

buyers by creating timely, impactful messaging that added valuable buyer

touchpoints in the customer journey.

Challenge: How can Ashton Woods effectively and efficiently connect to the

right buyers with the right message, at the right time?

Solution:

• Developed a systemized set of email communications targeting each step of
the customer journey

• Created an automated communication system to move leads through the sales

funnel for a target buyer that values personalization and high-quality design

• Emails are auto-triggered sends based on interaction with both online and
in person touchpoints and are generated by buyer activity tracked by web

Customer Journey Email Program
behavior, what content they are reviewing, and CRM inputs from sales team
Roswell, GA
• Content is dynamically generated and highly personalized for each individual
By: Ashton Woods Homes
buyer based on their behavior
Marketing Director: Carrie Schonberg (VP)/Chris
Thornton (DIR)
Results:

Ad Agency: Definition 6
• List size: 10,190 prospective buyers have entered the customer Journey

PLAY VIDEO
campaign since launching in May 2016.

• Open Rate: 84% Unique Open Rate on initial drip welcome email (181%

Increase YoY)
• Click Rate: 22.7% Unique Click Rate on Initial drip welcome email (108%

Increase YoY)

Why does it deserve to win?

This project demonstrated a high level of technology integration while driving

genuine value to the consumer by focusing on delivering highly relevant
communications in a timely manner and in a very personalized way.

The Pacific
6 Mint
San Francisco, CA
San Francisco, CA

By: Trumark Urban
By: Veritas Investments, Carlyle Group

Marketing Director: Mark Higgins and Tabatha Petersen Marketing Director: Lindsay Lessman
Ad Agency: Allis Branding
Ad Agency: Polaris Pacific, Studio Fabric

Kissing Tree
One Franklin

San Marcos, TX
San Francisco, CA
By: Brookfield Residential By: JS Sullivan

Marketing Director: Tammy Schneider Marketing Director: Ashley Camps

Ad Agency: Neon Ambition
Ad Agency: Allis Inc

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