Outstanding Email Message

Breaking Benchmark

The Challenge: After taking over the #2 spot in the mascara category, and overtaking the competition with two successful back-to-back launches, L’Oreal Paris USA wanted to ride their winning wave with another successful launch: Superstar Mascara.

The Answer: Channel our inner superstar and leverage our heroine to capture our key demographics’ attention and drive them to purchase.

The Work: We couldn’t think of a better way to say superstar than JLO. So we embedded an animated gif of the commercial in the hero and let her do the heavy lifting. It worked. We sustained the mood with black and white imagery throughout the email until the final module takes an unexpected turn in soft color.

We used aspirational content, a before and after lash demo and magnified pack shot to drive to the product page for purchase. We completed the journey and heightened the engagement with a subtle pop of color that draws attention to the Instagram contest and the Grand Prize meet and greet with JLO in LA.

The Results: Super-sized, super-engagement. This email lashed out with an impressive 33.85% higher than benchmark open rate. An incredible 114.68% higher than benchmark click through rate. And, a gratifying 19.13% lower than benchmark unsubscribe rate. And that’s the beauty of it.

Contributors:

Executive Creative Director:	Suzanne Darmory
Global Creative Director:	Christine Cucuzza
Senior Art Director:	Piyush Panchal
Senior Copywriter:	Danielle Robertson

ACXIOM

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.