The AA partnered with esbconnect to turn email engagement into privacy first, omnichannel performance across email and paid social.
The AA partnered with esbconnect to turn email engagement into privacy first, omnichannel performance across email and paid social.
“The partnership proved the value in using email engagement data to supplement our current paid media activities.”
With cookies fading and more consumers opting out of tracking, reaching new, high intent audiences via traditional digital channels was getting harder. The AA wanted to make better use of first party data and test how email engagement signals could inform broader, compliant targeting.
esbconnect launched a data driven email programme to identify users interested in motoring and breakdown services, then expanded into paid social. The team ran omnichannel A/B tests, aligned creative across channels, built lookalikes from converters, and retargeted users who engaged with recent sends, reaching segments the social platforms alone could not address.
– 37.2% lower CPA than target
– Sustained month on month gains in CTR and CVR
– Scalable prospecting and retargeting, plus reach into otherwise unaddressable segments