Countdown claims gold for innovative direct marketing at international ECHO Awards
18 October 2016: Countdown has taken home gold for Data & Analytics for its personalised myCountdown emails at last night’s DMA International ECHO® Awards, held in Los Angeles, USA. Countdown also swooped the silver Email Marketing award.
For nearly a century, the DMA International ECHO® Awards have set the benchmark for extraordinary digital, data-driven and direct response marketing that that connects with customers as individuals and generates outstanding results.
Countdown’s General Manager Marketing Bridget Lamont says Countdown has a long history of innovation in delivering highly targeted and tailored 1:1 digital communications in New Zealand.
“I'm so proud to see the work of our team and agency partner, Affinity ID, recognised on the international stage,” she says.
“The ECHO® Awards are the pinnacle of direct marketing awards internationally, so to see Countdown acknowledged in two categories against such tough global competition is humbling and testament to the extraordinary effort that goes into producing truly personalised communication for our customers every single week.”
The myCountdown emails were launched in 2014, and are a significant step up from Countdown’s award winning mySpecials email programme, which had previously been recognised as an example of best practice email communications both in New Zealand and in the US. myCountdown uses shopper data to deliver personalised communication to customers, offering relevant messages at the right time including products, specials, handpicked recipes, how-to videos and the latest news from their local store.
“These ECHO® Awards acknowledge the work done over the past year or so to further improve customer engagement, but we're not stopping there. We have lots of ideas to further enhance Onecard data to make myCountdown even better and continue improving the customer experience into the future,” adds Ms Lamont.