Case Study: JD Williams achieves 92% increase in email conversions with Oracle Marketing Cloud

JD Williams Increases Customer Email Conversion 92% with Personalisation

JD Williams, a leading UK home-shopping retailer, faced falling engagement as customers moved across devices and expected more relevant messaging. With limited personalization (often just names) and declining click-through and responder-to-open rates, the business needed better audience segmentation and smarter targeting to re-engage shoppers.

Partnering with Oracle Marketing Cloud, JD Williams reviewed customer data, implemented group segmentation, and ran rigorous testing to personalize emails using signals like search/browse history, wishlists, purchase behavior, propensity models, lifecycle stage and household habits. The changes drove a 268% increase in email click-through rates and a 92% rise in email conversions, delivering more relevant customer experiences and higher-quality traffic to the site.

JD Williams

Andrew Smith

Email Marketing Manager