Iconic collegiate apparel brand charges up email performance with smarter segmentation and dynamic content generation.

Unlocking Email Marketing’s Full Potential

Homefield, a beloved brand known for its collegiate-inspired clothing, was achieving solid results with email marketing. Yet, Steve Jones, Director of Performance Marketing, knew they could do even better. He saw untapped potential in refining their audience segmentation and addressing the increasing creative burden that deeper personalization would require. These challenges made it clear that AI could be the key to unlocking even more success.

Backstroke’s Generative AI Takes the Field

Partnering with Backstroke transformed Homefield’s email strategy. Backstroke provided precise data-driven insights, allowing Homefield to segment their audience into micro-groups, based on demographic attributes, buyer behavior, and email engagement. 

With these newly crafted audience clusters, Backstroke also streamlined content creation. The platform generated compelling, on-brand subject lines and email content that resonated with each segment, eliminating the strain on Homefield’s creative team. With its "Predicted to Perform" functionality, every email was optimized to engage customers and drive revenue.

A Winning Strategy

With help from Backstroke, Steve and his team at Homefield pushed email results even further.  Placed order rate rose by 17%, while revenue per email increased by 19%. Open rates improved by 11%, and click rates saw an impressive 18% boost. The investment in Backstroke was offset and then some, with a near 13:1 ROI. 

“Backstroke has changed the way we approach email marketing,” said Steve Jones. “Not only did we see a 19% boost in revenue per email, but the platform’s content generation features saved us significant time, allowing our team to focus on strategic initiatives that drive growth.”

Conclusion: The Future of Email Marketing with AI

Homefield’s success with Backstroke illustrates the power of AI to take email marketing from good to great. By improving segmentation and content creation, Homefield didn’t just improve metrics—they built stronger relationships with their customers. For Steve and his team, AI is now an essential part of delivering the school pride their audience loves, faster and more personally than ever before.

Want to knock your email programs out of the park? See what Backstroke has cookin’.