How Blenders Eyewear Achieved Breakthrough Results by Combining Email and SMS on Attentive

Combining email and SMS onto one capable platform

Blenders Eyewear previously managed their email and SMS channels independently. But using two separate platforms made it difficult for them to create and implement a unified, cross-channel strategy. They found that some of their messages were out of sync, causing customers to occasionally get duplicate content. Not having their data all in one place also made it challenging for Blenders to accurately track customer engagement.

Given their positive experience using Attentive for SMS, Blenders felt confident in the decision to switch from their current email service provider (ESP), and bring both channels together on the Attentive platform. Driven by Attentive's proven customer service and robust capabilities, it was a strategic move aimed at boosting operational efficiency and unifying the consumer experience.

Making the switch to Attentive Email, seamlessly

Attentive stepped in to manage the entire migration process for Blenders. Their goal: to actually help increase customer engagement rather than simply maintain it during the transition period. 

First, the Attentive team took care of exporting email subscriber lists from Blenders’ previous ESP, since Blenders wanted the opportunity to re-engage as much of their email subscriber base as possible. 

Next, Attentive’s deliverability team began the 'inbox warming' process, a crucial step in building email credibility. It involves emailing subscribers in waves, starting with the most active ones, and gradually extending communication to include a broader audience over a 20-30-day period. This process not only helps preserve your sender reputation with ESPs, but it also ensures higher deliverability rates in the long run.

"Attentive expertly managed the warm-up period from beginning to end, consistently reporting back to us with progress updates and providing invaluable insights into areas of improvement.”
- Kyra Stickford, Marketing Retention Coordinator, Blenders Eyewear

Blenders’ communication flow with their customers remained uninterrupted during the migration process and, impressively, engagement rates even began to rise. This upward trend was particularly notable among subscribers who previously showed less engagement. 

"Watching the Attentive team take charge of the migration was a breath of fresh air. They lifted so much weight off our shoulders. And through it all, there was absolutely zero downtime for our email program."
- Kyra Stickford, Marketing Retention Coordinator, Blenders Eyewear

Crafting a cohesive cross-channel messaging strategy

Combining their email and SMS programs on Attentive transformed Blenders’ messaging strategy. Data from both channels now feeds into one unified platform, giving them a comprehensive view of the subscriber lifecycle. Their Campaigns and Journeys also work in tandem across both SMS and email. 

“With everything housed under one roof now, we can clearly see how our message copy, CTAs, sign-up units, and designs have become so much more cohesive and uniform."
- Kyra Stickford, Marketing Retention Coordinator, Blenders Eyewear

Attentive’s advanced retargeting capabilities play a crucial role in fine-tuning Blenders' messaging approach. During peak sales periods, Blenders leverages strategies like 'Last Call' evening sends for both their email and SMS subscribers. This tactic targets subscribers who showed initial interest in the morning but didn't complete a purchase, increasing the chances of conversion by re-engaging them at a time when they’re more likely to buy. 

Blenders also creates ‘buckets’ of email subscribers based on engagement levels in the past 30, 60, and 90 days. It's a smart strategy since mailbox providers prioritize email placement based on recipient engagement (i.e., the primary inbox vs. the spam folder). By adjusting their campaign cadence based on these segments, Blenders can effectively maintain healthy deliverability rates.

Using strategic personalization to increase email and SMS engagement

Blenders takes their email and SMS engagement to the next level with Attentive’s Shopify integration, which allows them to personalize messages based on details like a subscriber’s name and recent product interactions. The integration also enables Blenders to use Shopify's detailed purchase history to create more sophisticated segments based on specific purchasing behaviors. Blenders can then tailor their messaging to match the unique interests of each group. 

Take their 'Outdoor Collection' campaign, for example, which they sent to a segment of subscribers who bought from their 'Active Sunglasses' category previously. By doing so, Blenders made sure the message reached an audience with a proven interest in similar products, and was both relevant and personally appealing to them. They also included a CTA that catered to the ‘wild’ and ‘adventurous spirit' of the 'Active Sunglasses' enthusiasts.

Product launches are another big part of Blenders’ promotional strategy. With the Shopify integration, they can design product-specific journeys that ensure subscribers are the first to know about new drops or releases that align with their interests. Blenders can also use Shopify's real-time data to create Transactional Journeys that keep customers updated on the status of their orders. When customers are kept in the loop, they feel more secure in their purchases, solidifying trust for the brand.

“Our messaging adapts to precisely fit the customer's place in their purchase journey, allowing us to tailor our CTA for maximum relevance.”
- Kyra Stickford, Marketing Retention Coordinator, Blenders Eyewear

Revolutionizing their customer support with Attentive Concierge™

Blenders’ partnership with Attentive also grants them access to advanced tools like Attentive Concierge. Concierge connects the brand’s subscribers with live agents, who are trained to understand and adapt to their individual preferences. These agents are equipped with Blenders' customer service resources (e.g., FAQs, product information), so they can accurately respond to inquiries and provide personalized service, like tailored product recommendations. 

These agents generate approximately $3.33 for every outbound reply and engage in 1.9 replies per conversation on average, effectively meeting customer needs while preserving Blenders' distinct brand voice. Impressively, Concierge resolves about 95% of inquiries internally, exceeding Attentive's benchmark of 90%. This high resolution rate allows Blenders' team to concentrate on other strategic initiatives. Even without proactive outreach, the service has achieved a significant 4.75x ROI for the overall Concierge program.

Managed by Attentive, this 1:1 support has transformed customer service into an engine that helps Blenders understand and engage with their audience on a deeper level.

“Before, managing thousands of customer inquiries in real time felt impossible. Now, with Attentive Concierge™, we're able to respond to every single question. That’s a game-changer.”
- Kyra Stickford, Marketing Retention Coordinator, Blenders Eyewear

Driving ongoing innovation and quantifiable success 

Combining their SMS and email marketing on the Attentive platform has streamlined communications and delivered remarkable results for Blenders. The evidence is in higher open rates, increased revenue, and a more unified brand voice across both channels. Blenders achieved an all-time 45x ROI—setting a new standard for successful cross-channel orchestration and amplifying the impact of every message sent. 

Since migrating to Attentive Email, Blenders has seen a significant surge in their email performance, including an impressive 136% increase in Open Rates, a 60% rise in revenue from their Browse Abandonment Journeys, a 56% increase in Total Sessions, and a 70% leap in Unique Open Rates. Throughout this period of growth, Blenders also maintained a 99% Email Deliverability Rate, indicating a consistent inbox presence—and demonstrating the success of Attentive’s inbox-warming strategy.

The ability to orchestrate a multi-channel messaging strategy on one platform also gave Blenders’ already high-performing SMS program a substantial boost, including a 52% increase in Total Revenue (65% more from Journeys and 43% more from Campaigns). 

Additionally, Blenders’ now boasts an average 9.2% CVR for all SMS Campaign messages, far surpassing Attentive’s sub-vertical benchmark of 2.1% CVR in E-commerce/Accessories. Their SMS Welcome Journey stands at a staggering 51.84% CVR, with a 625x ROI, significantly outperforming Attentive’s sub-vertical benchmark of 18.6% CVR in E-commerce/Accessories.

“The results speak for themselves. Attentive's combined reporting empowered our team to swiftly identify the right channel and lever to pull, enabling us to make a meaningful impact with remarkable speed."
- Kyra Stickford, Marketing Retention Coordinator, Blenders Eyewear