Case Study: AllSaints achieves targeted, on‑brand email marketing and a 93% drop in unsubscribes with NationBuilder

AllSaints strengthens customer relationships, one email at a time

AllSaints, a leading fashion brand, faced the common high‑end retailer challenge of running mass email campaigns that were as precisely targeted as they were visually on‑brand. To manage their email program and customer database in one place without losing creative control, AllSaints harnessed NationBuilder’s email and database tools.

NationBuilder helped by converting AllSaints’ designs into reusable, region‑ and gender‑aware templates and enabling advanced filtering and targeting so the team could move from one bulk newsletter to tailored campaigns and synced purchase data. Using NationBuilder’s approach (led by Implementation Manager Jeff Dunne), AllSaints sent 4.6 million emails and achieved a 93% drop in unsubscribes while improving open and clickthrough performance through more personalized outreach.

AllSaints