{"id":54092,"date":"2021-02-06T12:14:00","date_gmt":"2021-02-06T17:14:00","guid":{"rendered":"https:\/\/www.litmus.com\/?post_type=story&p=54092"},"modified":"2025-12-12T08:35:28","modified_gmt":"2025-12-12T13:35:28","slug":"pretty-little-thing-2","status":"publish","type":"story","link":"https:\/\/www.litmus.com\/customers\/pretty-little-thing-2","title":{"rendered":"PrettyLittleThing: Cross-Channel Consistency"},"content":{"rendered":"\n
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\n \"Pretty\n

PrettyLittleThing uses Litus to increase clicks through User Generated Content<\/strong><\/h1>\n

By leveraging user generated content through Litmus Personalize, PrettyLittleThing was able to ensure only in-stock items were displaying in the customer inbox, helping to eliminate frustration and increase engagement.<\/p>\n <\/div>\n \t\t<\/div>\n

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The Challenge<\/h3>\n

In the world of fast fashion where 100s of new products land daily and stylish customers influence trends, user generated content is a content goldmine for brands. Pulling through original imagery posted by happy, engaged customers who love your products, generates genuine, believable content that converts.<\/p>\n

To harness the power of UGC, PrettyLittleThing adds a stream of customer imagery to their BAU and programme emails to showcase how customers and influencers style their products. The UGC content<\/a> in the email matches the content in the gallery on site which is great for cross-channel consistency.<\/p>\n

As a fast-fashion leader, PrettyLittleThing has a challenge with popular products going out of stock really quickly. When customers see somebody else wearing something, the product sells out fast. Using open-time content in their emails, PrettyLittleThing now automatically shows the latest UGC image but when the product sells out, it\u2019s swapped to another product that is in stock right away.<\/p>\n <\/div>\n <\/div>\n <\/div>\n \n<\/div>\n\n\n\n

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\n \"Olivia\n

How Litmus Personalize, powered by Kickdynamic, Solved the Challenge<\/h3>\u201cA great benefit of using live UGC in email is that we can schedule our email in advance knowing the content will be up-to-date no matter when it\u2019s sent. Swapping sold out products for available ones means we\u2019re maximising the revenue opportunity for each email whilst giving our customers a more satisfying experience (if they see something they love, they can buy it).\u2019\u2019<\/blockquote>\n
\n Olivia Shanu-Wilson,<\/span>Senior CRM Executive<\/span>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n\n
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The Results<\/h3>\n

Despite being at the bottom on the email, the UGC panel drives a very significant portion of the overall email clicks. What started out as and automation & efficiency piece turned out to be just that but with very high engagement too!<\/p>\n

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30.51%<\/strong><\/span> of email clicks were from France<\/p>\n<\/div>\n

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28.08%<\/strong><\/span> of email clicks were from Australia\n<\/div>\n

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15.74<\/strong><\/span> of email clicks were from the United Kingdom<\/p>\n<\/div>\n<\/div>\n<\/div>\n <\/div>\n <\/div>\n <\/div>\n \n<\/div>\n","protected":false},"excerpt":{"rendered":"

PrettyLittleThing adds User Generated Content (UGC) in BAU emails, driving an uplift in clicks of up to 30% across the globe.<\/p>\n","protected":false},"featured_media":54097,"template":"","story_category":[9231],"industry_category":[10354,9226],"story_resource_hub_category":[10346],"class_list":["post-54092","story","type-story","status-publish","has-post-thumbnail","hentry","story_category-salesforce-marketing-cloud","industry_category-fashion","industry_category-retail-ecommerce","story_resource_hub_category-email-personalization"],"yoast_head":"\nPLT's Personalized Emails | See How They Did It<\/title>\n<meta name=\"description\" content=\"PrettyLittleThing adds User Generated Content (UGC) in BAU emails, driving an uplift in clicks of up to 30% across the globe.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/customers\/pretty-little-thing-2\" 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