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 High-value promotions competed with editorial content, templates varied across campaigns, and outdated typography, weak image crops, and inconsistent layouts reduced retail impact.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.
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.
Templates for Segmentation
Extended the modular library into audience-specific emails, using dynamic content blocks- building distinct identities for loyalty, rewards, and cardholder programs. The design system sped up campaign turnaround for promo messaging, sale events, and program rewards, each tailored to the customer's experience.
Friends & Family Emails
