E-mail Campaign of the Year: Susan G. Komen Race for the Cure

Susan G. Komen Race for the Cure

2010 Global Race for the Cure

Submitted by Event 360

✔ The Numbers

Recipients: More than 1 million impressions

Response rate: 33 percent open rate

Total cost: N/A

Income generated: $3.5 million

Average gift: $61.57

Measuring analytics for e-mail campaigns can be tricky (and something we plan to address more carefully on entry forms going forward). For example, it's not likely that this winning campaign cost nothing, zero, zip, nada to execute. But our judges felt that the results and superior execution of the campaign by Event 360 on behalf of Komen were award-worthy nonetheless.