Case Study: PrettyLittleThing increases email clicks with Litmus Personalize

PrettyLittleThing adds User Generated Content (UGC) in BAU emails, driving an uplift in clicks of up to 30% across the globe

PrettyLittleThing, a fast-fashion retailer, needed a way to use user-generated content in email while avoiding frustration from customers clicking on products that had already sold out. The brand worked with Litmus Personalize to keep its email imagery consistent with its on-site gallery and ensure in-stock items were always shown in the inbox.

Litmus Personalize, powered by Kickdynamic, solved this by dynamically swapping sold-out products for available ones at open time, allowing PrettyLittleThing to schedule emails in advance while keeping content current. The result was higher engagement and clicks from the UGC panel, with notable email click shares from France (30.51%), Australia (28.08%), and the United Kingdom (15.74%).

PrettyLittleThing

Olivia Shanu-Wilson

Senior CRM Executive