Case Study: Lights4Fun achieves five-figure campaign sales and 25% email open rates with dotdigital

Using email to add sparkle all year round

Lights4Fun is the U.K.’s largest specialist novelty lighting retailer that grew quickly after moving to direct manufacturing and selling online (including via Amazon). Faced with a highly seasonal business and the need to build its own brand identity, the company also needed to turn a 200,000‑strong customer database into repeat, year‑round sales without alienating subscribers.

Working with dotmailer since 2008, Lights4Fun used segmentation, analytics and automation (including a “Seven Days of Christmas” Advent campaign that only continued mailings to recipients who opened prior emails) to target customers more precisely. The approach lifted average open rates to 25%, drove campaign opens to nearly 60% of the target group, cut unsubscribes to under 1%, produced response rates over three times normal and delivered sales regularly into five figures; the team is now integrating email with a Magento site to further boost direct sales.

Lights4Fun

Matt Naughton

Head of Web