October 31, 2016

The Diamond Store

The simple mission of The Diamond Store: “Luxury with Confidence” has seen them win the prestigious UK Jewellery Awards two years running in 2013 and 2014, and they have been nominated again for the 2015 award. With their user-friendly website and exceptional customer service, they guide their customers to find the most suitable jewellery for their budget, avoiding the common jargon that can sometimes be associated with luxury jewellery brands, and helping to make special occasions memorable.

The Challenge

With Black Friday approaching, their goal was to make their email campaign stand out in their customers’ inbox, create urgency around their 24 hour sale and increase email-driven conversions. The Diamond Store knew that competition in the inbox on Black Friday would be intense. They wanted to make sure their campaign stood out and made a bold statement.

The Solution

To help heighten this sense of anticipation for their consumers, The Diamond Store chose to use a live countdown clock to create urgency and excitement around their 24 hour Black Friday sale.

This was achieved by working with Adestra Partner RealTime Email. The campaign had a bold simple design allowing the live countdown clock, which updates at the time of opening, to have maximum impact. On top of this, The Diamond Store launched another reminder email 4 hours before the end of the sale to create further urgency.

The Result

The performance of the campaign showed it to be a huge success, both in terms of engagement (the click to open rate was 24 per cent) and conversions.

When compared to previous ‘big sale’ campaigns featuring a similar single-minded design, but without the countdown timer, the performance uplift was impressive, showing a 171 per cent higher click-to-open rate, and a 400 per cent higher conversion rate

The Diamond Store plan to continue to use this dynamic content technology to enhance their January sale campaigns, and to continue to monitor the impact of using this technology on campaign performance.