Intimate apparel is no longer just fabric and lace—it’s a statement. In fashion capitals like New York, Paris, and Tokyo, lingerie is as much about identity and self-expression as it is about comfort. What people see on the runway, they want in their wardrobe, especially in the social media era, where trends spread faster than ever.
In the US, the intimate apparel market stands at a staggering $22 billion, fueled by a growing demand for customization, comfort, and individuality. Today’s shoppers—especially Gen Z—are rewriting the rules. Gone are the days of settling for mass-produced, one-size-fits-all styles. Now, they crave pieces tailored to their unique body types, style preferences, and shopping behaviors. And this demand for personalization doesn’t stop at the product—it extends to the entire shopping experience.
Brands that embrace hyper-personalization, from AI-driven product recommendations to frictionless checkout experiences, are the ones capturing attention. That’s precisely what a leading North American intimate apparel brand set out to achieve. Their secret weapon? Shoppable Emails, transforming browsing into instant buying, right from the inbox.
But Before You Start, We Have Assembled Benchmarks, Predictions, and Best Practices for the Modern Retailer in North America
The Power of Shoppable Emails
Email marketing has come a long way from basic newsletters and discount-driven campaigns. Shoppable Emails have transformed inboxes into fully functional shopping experiences.
What Can Shoppable Emails Do?
Shoppable emails transform passive inbox browsing into an active shopping experience. Customers can search for products across a brand’s catalog without ever leaving their email, making discovery effortless. With dynamic carousels, they can swipe through curated collections, just like they would on an ecommerce site. The best part? They can add items to their cart instantly—no extra clicks, no redirects. Need to tweak an order? Shoppable emails let users adjust sizes, and colors, or remove items on the spot. And when they’re ready to buy, they can check out seamlessly, all within the email, minimizing drop-offs and maximizing conversions. It’s fast, frictionless, and a serious revenue booster!
Check out this sneak peek of what Shoppable Emails look like in action –
Why This Matters
In 2025, 30% of North American ecommerce sales for most brands will come from email, making it one of the most critical revenue-driving channels. The less friction there is in the buying journey, the more likely shoppers are to convert.
Get the Best Set of Benchmarks, Predictions, and Best Practices for the Modern Retailer in North America
The Challenge: Making Emails More Engaging
While the intimate apparel brand consistently sent emails and newsletters, it faced a major challenge—engagement. While its emails had valuable content, they lacked interactivity, making it harder to captivate and retain shoppers’ interest.
With an increasingly competitive inbox environment, a static email was simply not enough. The brand needed to turn passive recipients into active shoppers—right from their inbox.
The Solution: Use Cases Built on AMP-Powered Shoppable Emails
Rather than just implementing AMP for Email as a technology, Netcore crafted interactive experiences tailored specifically to the brand’s audience. These use cases turned emails into miniature shopping apps, keeping engagement levels high and reducing friction in the buying process.
1. Gamifying the Shopping Experience
To make emails more engaging, Netcore introduced a “fill-in-the-blank” puzzle game within the email. Shoppers could participate in a playful challenge, and upon completing it, they unlocked exclusive discounts and rewards. This turned email browsing into an interactive experience, boosting engagement and repeat interactions.
2. Tinder-Like Swipe-Based Personalization
Finding the perfect lingerie set is highly personal. To make discovery easier, the emails featured a Tinder-like swipe UI, where shoppers could swipe left or right on different styles. Based on their selections, they were served highly curated product recommendations—eliminating guesswork and making shopping more intuitive.
3. Seamless Shopping Without Leaving the Inbox
With AMP-powered Shoppable Emails, shoppers could browse real-time inventory, and select —all without ever leaving the email. By eliminating multiple steps in the shopping journey, the brand increased conversions while making the experience effortless for customers.
The Results: A 10X Surge in Sales
By leveraging Netcore’s Shoppable Emails, the brand saw remarkable success:
- 10X increase in sales from email-driven campaigns.
- Higher engagement rates due to interactive, gamified experiences.
- Increased conversions by eliminating extra steps in the shopping journey.
- Lower drop-offs as customers could complete purchases without friction.
This wasn’t just a marketing win—it was a complete transformation of how customers interacted with the brand via email.
Other Brands Winning with Netcore’s Innovations
This brand isn’t alone—several global brands have leveraged Netcore’s innovations to achieve exceptional results:
Pepe Jeans
Netcore helped Pepe Jeans collect customer feedback right inside the shoppable email, eliminating drop-os due to website redirects. The in-email survey collection proved quick and easy, increasing customer participation to new highs. They garnered in 19X more customer responses using this method.
Myntra (Walmart-Owned)
Myntra transformed its marketing strategy with shoppable emails, making it easier than ever for customers to browse, engage, and purchase—all within their inbox. This innovation led to 4X higher user engagement and 2.3X revenue growth, earning them a coveted EIS Award for excellence in email interactivity and personalization.
By enabling real-time inventory updates, dynamic pricing, and seamless checkout, Myntra’s email campaigns set a new standard for ecommerce engagement. Read their success story here.
That’s not it….
Netcore Cloud: Pioneering the Future of Email as a Transaction Hub
In The Forrester Wave™: Email Marketing Service Providers, Q3 2024, Netcore Cloud stands out as the only vendor that has redefined email’s role—transforming it from a traditional communication channel into a transaction hub. Learn more.
The Future of Email Marketing is Shoppable
The inbox is no longer just a place to read emails—it’s a full-fledged shopping destination. With Shoppable Emails, brands can engage, convert, and retain customers more effectively than ever.
If you’re still sending static, traditional emails, you’re leaving serious revenue on the table.
Book a demo today and see the magic of Shoppable Emails in action!
