Nordstrom—Optimized Affinity Email
This project introduces a digital creative optimization system for email marketing, built on master templates that serve as the core structural foundation for all campaign creative. Rather than designing static emails one at a time, the system treats color, copy, and imagery as fully dynamic and variable elements within each template — allowing content to adapt by segment, offer, or recipient without altering the underlying design.
This approach delivers consistency at scale, faster production, and testing efficiency, since new campaigns and variants are assembled by populating variables rather than rebuilding creative from scratch. It also opens the door to deeper personalization, as copy and imagery can flex to individual or segment-level relevance while maintaining brand and design integrity across every send.
Industry
Fashion retail
Services
Design Systems & Product
Affinity Design Guide
Scaled Event Modules
There are 4 modules available to build an Affinity Template. Each email is personalized and sent based on division affinity.
Example Email Product
Example Email Editorial/Link Bank
Affinity Copy Guide
Content Sections & Headlines
1. Category
[Season and/or Occasion] + [Product Category]
Spring Wedding-Guest Dresses
Vacation Sandals
Fall Work Jackets
Winter Hats for the Family
2. Brand
New from [Brand Name] + [Product Category]
[Season] Finds from [Brand Name]
New from Tory Burch
Fall Finds from Vince
3. Value Prop
[Season] + [Product Category] Under $XXX
[Up to XX%] Off + [Division] + [Product Category]
New from Tory Burch
Fall Finds from Vince
4. Trend
[Season] + [Trend]
On Trend: [Trend]
New from Tory Burch
Fall Finds from Vince
Body Copy
Use body copy when:
- The offer or destination isn’t obvious from the headline alone
- Headline is editorialized or concept-driven (a mood, a trend, a brand story) and needs a functional anchor
Drop body copy when:
- Headline states the offer directly (i.e. “up to 20% off dresses”—a clear percentage off, a direct category callout)
- Adding copy creates visual clutter without adding meaning
CTAs
CTAs in this template are intentionally limited to a small set of options. This template is built in a DCO platform designed to be plug-and-play—the headline does the work of communicating the content in each section, so the CTA stays simple, consistent and easy to execute at scale.
Product Template: Each content section contains 1 link (2 links only available if a “See Restrictions” link is legally required).
Editorial/Link Bank Template: Each content section contains 1 link.
Default CTA
The CTA should never repeat content already stated in the content section headlines. Use “Shop Now” or “Shop Sale” as the default across all content sections.
Default Link Options:
Shop Now
Shop Sale
See Restrictions (if legally required)
Dynamic CTA
Use a division, brand, promo or trend-specific CTA only when the CTA needs to reinforce the specific content for clarity or conversion.
Dynamic Link Options:
Shop [Division]
Shop [Category]
Shop [Brand Name]
Shop [Up to %] Off
Shop [Trend]
Do’s & Don’ts
Do:
- Use this template for divisional selling only
- Use dynamic variable fields as provided
- Follow the 4 section formats (Category, Brand, Value Prop, Trends)
- Ladder your section stories back to the email theme
- Mix section types across the 4 slots as needed
Don’t:
- Use for non-selling stories (Loyalty, Services, DEIB, etc.)
- Write static copy into dynamic variable fields
- Create new section formats outside the 4 defined types
- Submit copy that doesn’t connect to the send theme
- Include more than 4 content sections per send
- Use more than 1 link per content section