The Magic Behind At Home's Marketing

How At Home Uses Always-On Personalization to Keep Pace with the Customer

Stats

of weekly clicks driven by behavior-based personalization

Hours

of design and development work reduced to minutes of setup and QA

+6%

lift in total clicks from UGC-powered reactivation campaigns

The Challenge

Relevance moves fast, especially in retail.

At Home needed their email program to reflect what customers were browsing, considering, and buying at the moment. Static creative could not keep up, and constantly rebuilding campaigns or refreshing assets created unnecessary lift for the team.

The Solution

At Home partnered with Movable Ink and Salesforce to turn their emails into dynamic experiences that adapt at the moment of open.

By connecting behavioral signals, live site content, and social data, they built a system of modular content that updates automatically. No rebuilding or chasing updates across campaigns.

This resulted in a more responsive email program that keeps up with what customers care about right now, not what was true at send.

A Product Module That Adapts to Behavior

At Home rethought the role of product recommendations by introducing a dynamic “waterfall” module.

This module prioritizes content based on customer behavior. If someone browsed or abandoned a product, that exact item appears. If not, the experience shifts to trending products aligned to their style preferences.

This extends beyond product selection. Header copy adjusts based on behavior, creating a more cohesive moment from top to bottom.

To keep the experience intentional, the module is shown only to highly engaged customers.

"Movable Ink gives me the confidence to say "yes" to almost any creative or business challenge brought to me by our channel and design teams. When they have an idea to try something new, I inevitably give them an enthusiastic, "Yes! We can do that with Movable Ink."

Ben Gilbert

Director of Marketing Technology, At Home

Content That Stays Fresh Without the Extra Work

Seasonality is constant for At Home, but manual updates do not scale.

Using Movable Ink’s web crop functionality, the team pulls live content directly from their website into email. Campaign developers simply pass a URL, and the system generates product tiles, sorts them by engagement, and formats them for email.

Every send reflects the most current assortment. No additional design work required.

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Bringing Real Customer Experiences into the Inbox

At Home extends personalization beyond products by tapping into user-generated content.

Their social team tags posts with metadata such as featured SKUs and category labels. That data flows into Movable Ink, making it possible to dynamically surface the most relevant content in each email.

This approach adds variety and authenticity, especially in reactivation journeys where keeping content fresh matters most.

Let’s talk about what Movable Ink can do for you.

Activate your data into personalized content in any customer engagement. Get a demo to see why the world’s most innovative brands rely on Movable Ink to drive customer engagement and accelerate their marketing performance.

Activate your data into personalised content in any customer engagement. Get a demo to see why the world’s most innovative brands rely on Movable Ink to drive customer engagement and accelerate their marketing performance.

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