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Tangible Impact AOL Email ETab Success May, 2007
Tangible Impact AOL Email ETab Success
May, 2007
ETab Objectives Not Your Daughter’s Jeans wanted to efficiently and effectively reach a large audience of adult females to promote its Tummy Tuck Jeans product line.
The AOL email “ETab” was selected for a single-placement, one-day promotion, because it offered a powerful combination of reach and relevancy, in a highly-frequented environment.
Campaign objectives included Jean Club database registrations, sales from Nordstrom.com as well as sales at Nordstrom’s stores.
This was the first-ever rich media ETab to run on AOL Email.
The Tummy Tuck Jeans video-enabled ETab ran on April 26, 2007.
ETab Creative
eTab Creative
CTA #1 links to personal testimonial video
CTA #2 links to store locator
CTA #3 links to Not Your Daughter’s Jeans website
Video Play
ETab Success Metrics
ETab CTR was 210% higher than the average ETab CTR. (This is the number of prospects that clicked on the “Tummy Tuck Jeans” ETab.)
CTA Clicks-to-ETab Clicks was 37% higher than the average. (This is the % of prospects that opened the Tummy Tuck Jeans page and clicked on at least 1 of 3 CTAs.)
CTA CTR-to-Impressions was 322% higher than the average. (This is the % of prospects who saw the ETab and clicked on at least 1 of 3 CTAs.)
ETab Creative Contribution Strong creative execution played a major role in this ETab success:
Video testimonial was instrumental in driving performance of the ETab. Equally prominent retailer locator offered an alternative opportunity to engage the consumer.
Clean design allowed the ETab content and CTAs to “pop.”
Strong background color helped the ETab stand out from the blue page behind it - & the yellow ad beneath.
