Case study: Lulu Guinness see 63% increase in list growth

Lulu Guinness use PurePromotions to gain a 63% increase in list growth

Iconic handbag and accessories retailer Lulu Guinness was founded in 1989 with the concept of a briefcase for women which morphed into an idea for vintage-style rose basket bags; Lulu’s intention was always to be slightly outré and push boundaries.

The Challenge

This year Lulu Guinness celebrated 25 years of business and wanted to run a competition which would engage and excite their customer base to increase brand awareness and grow their subscriber list.

The Solution

Using Pure360’s PurePromotions functionality the clever marketers at Lulu Guinness created a competition to win an exclusive silver clutch bag, a year’s supply of LG Polaroid film and an instalab, it was then embedded onto the Lulu Guinness website. To be in with a chance of winning all that site visitors had to do was submit their name and email address.

Following the submission the confirmation email below was generated and sent to the entrant encouraging them to share the competition via email and on their social networks in order to generate points. The more shares and points generated the better chance there was of winning.

The Results

The campaign worked perfectly and achieved fantastic results. In just two weeks the competition generated a massive 16,000 entries; historically Lulu Guinness had received an average of 5,000 entries for their competitions. Most impressively 10,000 of these entrants were new subscribers, representing a 63% increase in list growth due to the use of PurePromotions.

Ellie Rivers, Head of Ecommerce, comments: “We are delighted with the results we received from our very first PurePromotions campaign. Due to the success of it we will be implementing our next campaign very soon.”

The Future

Off the back of this success Lulu Guinness intend to use PurePromotions again for a number of future campaigns, the next involving YouTube clips. So why not sign up for their emails now and watch this space?

Lulu Guiness email
Lulu Guinness Campaign


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Paul Edge
Paul Edge
At Pure360 I have gained a strong knowledge of email marketing best practices, including segmentation, deliverability, data cleansing and optimising performance including subject line testing, message content, setting up email nurturing programmes and sending targeted offers.
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