58x peak ROI achieved in October 2025 | 159% increase in monthly advocacy rate | 251% improvement in click rate over two years
American Eagle Outfitters is a leading global specialty retailer offering high-quality, on-trend clothing, accessories and personal care products at affordable prices. With over 1,000 stores across the US, Canada, Mexico, and Asia, AEO has built a loyal following through its commitment to inclusivity, self-expression, and authentic American style.
The Challenge
In early 2024, American Eagle’s advocacy program was underperforming with only 8.73% advocacy rate and minimal new customer acquisition. Despite having an engaged customer base and strong brand loyalty, the referral program wasn’t effectively converting brand advocates into revenue. The mobile experience needed optimization, email campaigns lacked personalization, and the sharing mechanisms were creating friction in the customer journey.
The Solution
American Eagle partnered with Talkable to implement a comprehensive optimization strategy that transformed their advocacy program. Through 59 strategic A/B tests, they focused on mobile-first design with link+email sharing options, personalized email subject lines featuring advocate names, streamlined visual design removing unnecessary elements, and a strategic shift from high-volume to high-quality targeting. The systematic testing approach created compound improvements across all metrics.
The Results
The transformation delivered exceptional results: ROI improved from 2,755% to 5,833% (112% increase), advocacy rates surged 159% from 8.73% to a sustained 22.58%, click rates increased 251% over two years, and new customer acquisition exploded from zero to 1,733 customers per month. The program achieved these results while reducing volume, demonstrating that quality-focused optimization outperforms quantity-based approaches.
“The customer success team provides unparalleled service to our team at American Eagle. They will customize their platform to meet the needs of American Eagle. They are flexible, hardworking, nimble, and professional.”
Kristi Siemsen, CRM Manager at American Eagle Outfitters
American Eagle Outfitters uses Talkable’s referral marketing platform to grow their business. Learn how Talkable can help you scale further and faster.
