Case Study

Dynamic email content leads to 400% increase in conversions for Black Friday email

They wanted to make sure their campaign stood out and made a bold statement.


The Diamond Store has won the prestigious UK Jewellery Awards multiple times. Their mission is simply “Luxury with Confidence”. With their user-friendly website, avoidance of jargon and exceptional customer service they guide their customers to find the most suitable jewellery for their budget and help them make special occasions memorable.


  • Make their Black Friday campaign stand out in the inbox
  • Create urgency around their 24 hour sale and increase email-driven conversions

The Challenge

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

They decided 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 open, to have maximum impact. The Diamond Store launched a reminder email 4 hours before the end of the sale to create further urgency.

The Result

The Diamond Store was really pleased with the performance of the campaign, both in terms of engagement (the click to open rate was 24%) and conversions.

We compared the performance to previous ‘big sale’ campaigns featuring a similar single-minded design, but without the countdown timer. The uplift was impressive showing:

  • 171% higher click-to-open rate
  • 400% higher conversion rate

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