BrightWave Finalist for OMMA Award for Dynamic Equifax Email >

EFX dynamic content

We just love it when a great plan comes together…

BrightWave is a finalist for a prestigious New York City-based OMMA online media award for the first time ever. The nod for Best Email Campaign went to our team for an Equifax email that represents some of our best teamwork and most creative thinking on dynamic, personalized content to date.

Equifax called on BrightWave to increase engagement and max out subscription product conversions—and the “State of Fraud” email was our solution. The creative in this campaign, features an identity theft infographic along with an animated map teasing an interactive fraud index developed by Equifax. With personalization in the subject line and a custom, interactive landing page to support the email, Equifax saw a 45% lift in open rates and a 73% lift in click-through rates. You can check out the email in all of its glory right here.

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BrightWave Creative Director Jessica Higgins sings this email’s praises as an awesome example of using dynamic and engaging content to make the email a relevant experience for each subscriber. “In the email, the state of the subscriber was dynamically pulled in and the animated gif created visual interest, increasing engagement and enticing the click,” she points out.

The OMMA Awards celebrate “the year’s most innovative and brilliant online advertising creative, campaigns and websites across 66 categories within three disciplines.” The final award winner will be announced on Oct. 1—so we’ll be standing by until then.

Many BrightWave team members had a hand in the effort. Designer Dara Porter, Data Architect Zach Norman, Creative Director Jessica Higgins, Content Director Laura Sullivan, Senior Strategist Kirsten Schlau, Account Director Laura Giles and Campaign Manager Laura Sutton all pitched in to make the email happen. Massive high fives all around.

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