When Nordstrom Rack experienced a year-over-year decline in email engagement, they turned to my team for a solution. As an extension of their in-house marketing team, we implemented personalized, data-driven modules and optimized the email production process to increase efficiency. By focusing on personalization at scale and a robust test-and-learn strategy, we helped Nordstrom Rack drive an impressive lift in both engagement and conversions.
Nordstrom Rack Creative Strategy
Hitting a Snag: Declining Engagement
With multiple email sends per day, Nordstrom Rack’s email program was fast-paced and high-volume—but engagement metrics were slipping. The challenge wasn’t just about sending more emails; it was about sending the right ones.
Nordstrom Rack needed a partner who could not only manage the demanding production schedule but also refine the content strategy to deliver more value and relevance to subscribers, all while improving internal workflows and efficiencies.
Tailored to Perfection:
Personalization & Process Optimization
We embedded ourselves as an extension of the Nordstrom Rack team, fully invested in their success. Leveraging customer data and business logic, we introduced personalized Brand Affinity modules that dynamically adjusted based on user preferences and behavior.
Our team streamlined the production process, implementing best practices to manage the high volume of daily sends more efficiently while continuously looking for ways to enhance value. After rigorous testing against static modules, the personalized approach proved successful, prompting us to expand this strategy into other categories and campaigns.
The Perfect Fit:
Higher Engagement, Higher Conversions
The results spoke for themselves: personalized email content delivered a 22% lift in engagement and a remarkable 79% increase in conversions. By integrating personalization at scale and refining production efficiencies, we transformed Nordstrom Rack’s email marketing program into a well-oiled machine that not only met customer expectations but exceeded business goals. What started as a challenge became a success story—proving that when personalization and process align, engagement follows.