Cannes Lions

INVITATION EMAIL FOR MAIL PLUS USERS

OGILVYONE WORLDWIDE SAN FRANCISCO, San Francisco / YAHOO / 2006

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Overview

Description

Brief:Invite existing Yahoo! Mail Plus users to be the first to try the all-new Yahoo! Mail BETA.Solution:Make these subscription users feel valued by highlighting their special treatment and what a fantastic gift the product was. The label on the gift tag was dynamically personalized with the user’s name. The user was able to interact and help unwrap the present - therefore making the experience feel more real.

Results:An all time high 42.7% open rate, and a 318% lift on click-to-deliver rates. It performed better on open rate click-to-deliver than any previous Yahoo! email.

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