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Email Excellence

Sailthru Client

Personalization is the hallmark of the JustFab customer experience as well as its sister brands at TechStyle Fashion Group. JustFab stays true to its commitment to personalization this year by jumping from #18 to #8 on the 2021 Index.


JustFab takes a “Why wait?” approach to personalization for its vibrant community of shoppers. Starting with its signature onboarding style quiz, the brand learns everything it can about a shopper’s preferences, behaviors, and browsing history by building an extensive buyer profile using this data + building on top of it as the shopper engages over time.

And—armed with this insight—JustFab produces some of the most powerful personalized recommendations of any retailer we evaluated in 2021. During COVID-19, for example, the JustFab brand has used personalized web, email, and mobile promotions to move away from workplace and street styles dwindling in interest so that it could advertise quarantine-appropriate athletic wear instead. And small changes like this are the ones that keep this brand relevant year after year.


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Why we love JustFab

Customized web experience

JustFab’s VIP program gives shoppers access to not only great deals and exclusive offers, but also product style recommendations curated to their unique interests. From a shopper’s first interaction with the brand, its site offers personalized product recommendations based on the first items they browsed and any purchases they’ve already made. The brand’s collaboratively filtered recommendations for similar or related products when viewing items on-site also stays true to the high standard of personalization that JustFab sets for itself by automatically showcasing the shopper’s size and fit.

onsite recommendations example

Eye-catching, personal emails

The JustFab website is not the only place where shoppers can feel personally cared for by the brand. JustFab reminds its shoppers that it cares about their unique style interests through highly personalized email communications, too. Email subject lines frequently contain the shopper’s name or a product category of interest to attract them to open the email. The actual text and images within the email also reflect customer interests because the brand applies a white glove approach to every interaction.

email personalization examples

Interest-based recommendations for every shopper

JustFab takes 1:1 personalization with customers to the next level by using sophisticated product recommendations. In addition to sharing complementary items to complete a customer’s look, JustFab serves interest-based recommendations at the individual level to its shoppers. The website also has a ‘What’s Trending’ tab to keep shoppers in the loop and looking their best in the newest styles.

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Total Score 79
  • Email 21
  • Web 20
  • Mobile 17
  • Offline 9
  • Web 12
07 Food52
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  • Most Improved

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