BARRY EPSTEIN

Our shopper rarely clicked on industrial style, and for a while, we (merchandisers, creatives, analysts) assumed she just wasn't into powder-coated metal, dark wood, and cool concrete (like in that Sex & the City episode, He's Just Not That Into You, except here, he is a she).

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We were wrong. Putting our heads together, we rebranded the look as "Brooklyn Loft." Compared to the average AllModern send, this email saw a 9.91% lift in click rate, a 2.53% lift in open rate, launched our "Home Base" style franchise, and got our customer clicking on industrial product. Cue the snaps.