LOFT OUTLET: STRATEGIC EMAIL SYSTEM & PERFORMANCE
⚡ Challenge:
Old email templates lacked a consistent merchandising hierarchy. High-value promotions competed with editorial content, templates varied across campaigns, and outdated typography, weak image crops, and inconsistent layouts reduced retail impact.
🎯 STRATEGY:
Built a scalable merchandising system that prioritized Select Full Price (SFP) promotions, paired them with multiple price-point offers, introduced urgency-driven messaging (Starts Today, Ends Tomorrow), and established a consistent hierarchy: Promotions → Editorial → Clearance.
👩🏻💻 my role:
Led the redesign of LOFT Outlet's email system by creating modular templates, typography systems, promotional lockups, animation, and production-ready assets while partnering with marketing to optimize retail performance across seasonal campaigns.
📈 RESULTS:
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146% increase in median attributed in-store revenue.
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Introduced a scalable email design system for faster campaign production.
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Improved merchandising hierarchy, visual consistency, and store-driving performance.
Editorial Emails
Design That Drove Revenue
As lead designer, I redesigned LOFT Outlet's subscriber-exclusive email system, driving a 146% increase in median attributed in-store revenue through scalable templates, stronger visual hierarchy, and strategic campaign design.
