Case Study: Lion (Tooheys & XXXX GOLD) achieves 34% higher email engagement and subscriber growth with TractionNext

Lion Increase Engagement by 34% with Personalised NRL Club Promotion

XXXX, part of Lion’s beer portfolio (Tooheys and XXXX GOLD), needed to grow and better qualify its email audience, capture fans’ NRL team loyalties, meet a target open rate above 25%, and modernize emails for mobile. TractionNext stepped in using the Traction Platform and provided competition setup, testing, campaign management and responsive email template redesign to drive subscriber acquisition and engagement.

TractionNext ran 14 competition communications and responsive EDMs that encouraged sign-ups and team selection, collecting club preference, age and location data for future segmentation. The campaign delivered a 34% open rate and drove new subscribers (Tooheys +4%, XXXX GOLD +3%), strengthened brand–club associations and produced richer customer data for targeted follow-ups.

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