Jane.com Drove Over 4 Million Actions in Two Years

4 Million Actions From Weekly Giveaways

Jane.com is a marketplace that sells daily deals from boutique retailers, so it needs a steady supply of new shoppers. It runs a giveaway every week, usually with a partner brand that supplies the prize. Over the two years to 2018, those campaigns drove more than 4 million Actions.

Figures in this story are from Jane.com campaigns run up to 2018.

Who Jane.com Is

Carissa Flinders, Jane.com’s Social Media Community Manager, describes the marketplace:

Jane.com is a boutique E-commerce marketplace for daily, 72-hour deals from online and brick-and-mortar retailers. We provide sellers with a platform to help grow their businesses and market affordable women’s fashion, home decor and children’s clothing to consumers at an affordable price.

Carissa Flinders from Jane.com

Jane.com launched in 2011. Online sellers and brick-and-mortar retailers list their boutique stores there and sell through daily discounts.

Creating an opportunity for sellers has been huge. On our site they can make sales like they’re a big merchant.

Mike McEwan, Jane.com’s Founder

Sellers on Jane.com only do well if Jane.com keeps bringing in new shoppers. Weekly giveaways are one of the ways it does that.

One Giveaway a Week, 5,000 Entrants Each

Each weekly giveaway gives Entrants a chance to win Jane.com store credit and, in many cases, a prize from a partner brand. Entrants earn entries by following Jane.com on social media, downloading the app and sharing the campaign. A typical campaign gets about 5,000 Entrants and 30-40K Actions.

We run weekly, co-branded giveaways and use Gleam as our host.

Carissa Flinders from Jane.com

This giveaway with swimwear retailer Kortni Jeane offered 3 winners $100 in Kortni Jeane credit plus $100 in Jane credit:

Jane.com also times giveaways to holidays and sales: Christmas, Valentine’s Day, the 4th of July and its own storewide sales.

What an Entry Page Looks Like

Every Jane.com giveaway uses the same layout. It has a Download our app Action worth +5 entries, a share Action worth +5, and +1 entry for each social follow. Most campaigns have several winners.

Entrants follow Jane.com on Facebook, Instagram, Pinterest and Twitter, retweet, and share the campaign with Viral Shares. Email signups come from the refer-a-friend campaigns described below.

Jane.com adds an App Download Action, worth +5 entries, to many of its giveaways. The Action sends Entrants to the Jane.com app, which Jane.com treats as a second sales channel.

We use giveaways as an acquisition play, so why not include app downloads as an option in addition to social follows? We see nothing but gain from it.

Carissa Flinders from Jane.com

Jane.com uses Gleam’s Copy feature to carry the Actions and settings over from the previous campaign each week, so it only changes the partner’s Actions.

Partner Brands Pay in Prizes

A partner brand supplies the prize and promotes the giveaway to its own followers. In return, the partner gets its own Actions in the campaign (a follow, a mailing list signup). Jane.com saves the cost of buying prizes. The Kortni Jeane giveaway above is one example.

As far as choosing a partner goes, we now have enough data to get a feel for what types of prizing, partners, and products will work for our customers. In choosing a partner, I always try to find brands who align well and have a similar audience. I have found that in vetting prospective partners, it is helpful to hop on a call and get a feel for their target demo and what they respond well to. If our audiences align, we’ve got a good match.

Carissa Flinders from Jane.com

Most weeks Jane.com works with one partner. The Ultimate Holiday Shopping Spree used four (Cents of Style, A Dip of Darling, Jacey Lane and Bella Ella) and drove over 100,000 Actions.

Jane.com also runs two other formats, an annual Easter Egg Hunt and refer-a-friend campaigns.

30,000 Entrants, 500,000 Actions

Each year Jane.com hides eggs on its site.

Entrants find the answer to a numbered question on a Jane.com page and enter it in the widget.

The most recent hunt drove over 500,000 Actions from more than 30,000 Entrants, about 17 Actions per Entrant. It ran March 19 to 25 and offered over $5,000 in prizes.

Refer a Friend, $100 Split Two Ways

Jane.com also runs refer-a-friend giveaways. Entrants subscribe with their email and share their link. The Besties giveaway paid 5 winners $100 each, $50 for the winner and $50 for a friend. Referrals earn +5 entries, and a friend only counts once they complete at least one Action.

Four Channels Promote Every Giveaway

Jane.com promotes every giveaway by email to its list, on Facebook and Twitter, on its homepage and on its blog. The homepage banner and a Very Jane blog post for the greetabl giveaway are shown below.

We promote all of our giveaways through dedicated email, social, on-site, and blog promotion. We are always sure to create a promotional plan with our partner so they are doing the same on their side of things.

Carissa Flinders from Jane.com

A Welcome Series for Every Entrant

After a giveaway, Jane.com runs sales, posts deals on social media and starts the next giveaway. Giveaway Entrants who joined the email list go into a welcome series that introduces the marketplace (quote below).

These customers are uploaded to our ESP and added to a “giveaway welcome series” where they are introduced to Jane.

Carissa Flinders from Jane.com

4 Million Actions, 5,000 Entrants a Week

In the two years to 2018, Jane.com’s giveaways drove more than 4 million Actions. The average campaign gets 5,000 Entrants and 30-40K Actions, or 6 to 8 Actions per Entrant. Across Gleam campaigns of 2,500 to 10,000 Entrants, the typical figure is about 4.7 Actions per Entrant (Gleam campaign data, 2026).

We receive a very high number of site traffic, new to file emails and extra revenue from these campaigns. It is a great way to drive traffic to the site.

Carissa Flinders from Jane.com

Key Growth Takeaways

Run One Every Week, or Keep Each One Open Longer

Jane.com runs a giveaway every week. If you run them less often, keep each one open for longer so there is always a campaign live.

Pick a Partner With the Same Audience

Give a partner brand Actions in your giveaway in exchange for a prize and a promotion to its own followers. Pick a brand whose audience matches yours and who does not compete with you. If you sell women’s fashion, try a beauty brand. If you sell homeware, try a furniture brand.

We have found that this is what works best for us, as well as our audience. Always trying to keep things new and provide prizing that will be enticing to our customers.

Carissa Flinders from Jane.com

Time Giveaways to Holidays and Sales

Jane.com times giveaways to Easter, Christmas, Valentine’s Day and its own sales. Its yearly Kick Off to Summer giveaway runs alongside the summer launch on its site.

We typically try to align our giveaways with other marketing campaigns running on the site during that time. For example, we do a yearly “Kick Off to Summer” giveaway which is timed with our summer launch on site.

Carissa Flinders from Jane.com

Link Straight to the Answers

Jane.com’s Easter Egg Hunt had few entries until it linked each question straight to its answer page (quote below). Keep each Action to one step.

One thing that doesn’t work well with our audience is asking them to do too much effort. After all, they’re trying to get something for free!

Carissa Flinders from Jane.com

We also found that this was the case with our annual Easter Egg Hunt giveaway. We hide eggs throughout our site with answers corresponding to a numbered question on the Gleam widget. When you enter the answer, you receive the points. Originally, we did not provide direct links to the answers. We left it up to our users to find them on their own, and we were not seeing very many entries. Then we essentially just linked directly to the answers and we saw a LOT more successful entries. It is actually one of our best performing giveaways. I think due to the fact that it is timely, fun, and not too difficult for participants to enter, we see a great response from our audience.

Carissa Flinders from Jane.com

Follow Up After the Giveaway Ends

Put new subscribers into a welcome email series, post deals to the new followers and run a discount campaign. Jane.com does the first two (see above).

Use Viral Share for +5 Entries

Viral Share awards entries when an Entrant’s friends enter through their link. Jane.com gives +5 entries for it in every weekly giveaway and builds whole campaigns around it (quote below).

We have also found “refer a friend” competitions to be really successful… We tend to see a really high number of new to file email rates whenever we do one of these competitions.

Carissa Flinders from Jane.com

Start a Weekly Giveaway

Start from the Competitions app and copy last week’s campaign each time.