Case Study: TOMS boosts email engagement with LiveClicker

TOMS Brings Halloween to Life in the Inbox

TOMS partnered with LiveClicker to make its Halloween email campaign stand out in the inbox and present a product message that felt relevant rather than forced. Working with LiveClicker’s RealTime Email capabilities, including LiveScrape and kinetic design support, TOMS aimed to showcase its glow-in-the-dark shoes for women and children in a more engaging, interactive way.

LiveClicker implemented an email experience where subscribers could click or mouseover a light switch to turn the shoes’ glow effect on and off, creating a more immersive “real-life” product demo inside the inbox. The campaign delivered strong results: recipients were 5x more likely to engage with the interactive version than the static one, some regions saw up to 70% higher thorough readership, unsubscribe rates were lower, and subscribers preferred clicking the switch over mousing over it, informing future creative decisions.

TOMS

Gertie Kremers

EMEA CRM / Email Specialist