The athletic fashion retailer Hibbett has successfully navigated the crowded marketplace of promotional emails, a challenge familiar to many marketers. By leveraging a combination of modules from the Movable Ink solution, Hibbett has tailored email content using AI to determine personalized “stories” for each customer. This strategic approach has led to a remarkable 46% increase in email revenue per send.
In addition to this revenue boost, Hibbett reported a 30% improvement in click-through rates and a 40% increase in overall conversions. Notably, the conversion rate among its lowest-spending consumer segment doubled, achieving a 100% increase. Kayla Brown, Director of Customer Lifecycle at Hibbett, expressed surprise at these outcomes, stating, “We expected an increase [with the new solution], but we didn’t expect this much. It’s been a pleasant surprise.”
To stand out in a competitive inbox landscape, Hibbett recognized the need for enhanced segmentation. Brown emphasized that the company transitioned from a broad batch approach to a more personalized one, allowing them to deliver “the right message to the right customer at the right time.”
AI-Driven Story Selection
Hibbett has utilized Movable Ink’s Studio for eight years, while its recent adoption of the Da Vinci AI model began in 2025. Da Vinci enables Hibbett to make data-driven creative decisions, choosing the optimal story for each email recipient. Simultaneously, the Studio module populates product grids with apparel and sneakers that align with the selected narratives.
“These AI models are taking a lot of things into account,” Brown explained, detailing that they analyze the shopper’s website behavior, email engagement, type of creative responses, past purchases, and audience characteristics. This level of personalization has enabled the marketing team to expand the range of email options from 50 to over 100 unique versions. This dynamic setup allows Hibbett to send more than 5,000 unique email versions daily, surpassing the capabilities of traditional manual workflows.
Brown highlighted the operational efficiencies gained: “The Studio module saves on email creation time; it’s a feed from our website, and it auto-crops the images. Some sections, like new arrivals, are ‘set it and forget it.’”
Reclaiming Time for Strategic Growth
The implementation of Movable Ink’s AI solutions has proven effective, allowing Hibbett’s marketing team to reclaim seven hours per week. This time relief enables team members to focus on testing, strategy, and growth rather than being bogged down with email creation tasks. Brown noted that this operational shift facilitated a reorganization of her team, merging digital marketing and email responsibilities into a cohesive retention marketing team.
“I was able to completely reorganize my team,” she explained, indicating that this transformation has enhanced the overall marketing strategy. Such changes reflect a broader trend in the retail industry, where AI-driven personalization and operational efficiency are becoming increasingly critical for maintaining competitiveness.
As Hibbett continues to innovate and adapt through AI technologies, its success story serves as a compelling example within the retail sector, highlighting the significant impact of personalized marketing strategies powered by advanced AI solutions.
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