Case Study: PrettyLittleThing achieves a 69% uplift in total clicks with Litmus Personalize

Fast fashion retailer PrettyLittleThing uses weather detection at email open to display relevant content to each and every customer

PrettyLittleThing, a fast fashion retailer, needed a way to make its email campaigns more relevant across the US, where weather varies widely by location. Using Litmus Personalize, the company wanted to dynamically tailor product and hero image content to each customer based on the weather where they opened the email.

Litmus implemented weather rules in Litmus Personalize so PrettyLittleThing could generate multiple weather-specific versions from one HTML email and show the right version at open based on the recipient’s temperature. This saved time versus state-based segmentation and delivered a measurable 69% uplift in total clicks, with weather-targeted emails driving a 68% increase in clicks.

PrettyLittleThing

Olivia Shanu-Wilson

Senior CRM Executive