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What does it take to keep DSW’s emails a step ahead? 👠
We caught up with Natalia Moncanut, Manager of Lifecycle CRM at DSW, to talk all things email, what’s keeping her team busy, the marketing tactics she keeps coming back to, and a little about life outside of CRM.
How do you describe Movable Ink and its value to your business to another marketer?
I think of Movable Ink as a way to bring personalization, automation, and a little bit of creativity together in email. Some of our top-performing campaigns at DSW are powered by Movable Ink because they help us deliver experiences that feel more relevant and engaging for each customer.
One of the things I love most is that it helps us break up the inbox with something different. Whether it's gamified content, dynamic messaging, or content that updates based on real-time data, it gives us more opportunities to meet customers where they are and create experiences that feel less like a marketing email and more like something designed specifically for them.
What’s one thing we can’t guess from your LinkedIn profile?
I was actually born and raised in Medellin, Colombia! I moved to the U.S. when I was younger, but still have a lot of family there and go back pretty much every year. Colombian food and music are staples in my life, so the culture is still a big part of who I am!
What campaign are you most excited to work on this year?
I'm really excited about the work we're doing for Holiday and BF/CM. It's always a busy and exciting time, and we're exploring some new ways to bring more dynamic content into the customer experience.
We're looking at opportunities to incorporate things like social proofing and product badging to help customers discover popular products and make more informed shopping decisions. We're still finalizing the details, but I'm excited about the potential to test new ideas and continue evolving how we use personalization within our email program.
What are the main goals your team aims to achieve with your email program?
At the core, our goal is to make our emails feel as relevant and helpful as possible for each customer. We know our customers' inboxes are crowded, so we're constantly looking for ways to personalize the experience and deliver content that's timely, engaging, and valuable.
Whether that's connecting customers to products they'll love, highlighting loyalty benefits, or delivering more tailored offers and messaging, we're focused on creating experiences that build long-term engagement and keep customers connected to DSW.
What’s your favorite marketing strategy to use that always drives a quick win for your team?
I'm a big fan of countdown timers. They're one of those simple tactics that can make a big impact because they create a sense of urgency without overcomplicating the customer experience.
I love that the content updates in real time and gives customers a clear visual reminder that an offer or event is ending soon. It's a small detail, but we've seen how effective it can be at driving engagement and helping customers take action.
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