How Cozy Earth Boosted Growth with Attentive's SMS, Email, and AI Solutions

Cozy Earth is a luxury home goods brand famous for its ultra-soft bedding and a coveted spot on Oprah’s Favorite Things list.

When the pandemic hit in 2020, Cozy Earth saw a chance to boost its digital marketing efforts. Traditional channels were getting crowded, and they needed a direct, personalized way to connect with their customers. Enter…. Attentive’s SMS and Email solutions.

The results were clear and impressive. SMS provided a direct line to customers, allowing Cozy Earth to send timely and relevant messages.

By 2023, they saw such great results with SMS that they decided to give Attentive Email a try. The switch allowed the brand to send more abandoned cart emails and improve their deliverability compared to their prior provider—and streamlined communications into one far more efficient platform: Attentive.

The brand’s SMS program sees a 69x all-time ROI. For SMS, their journey messages have achieved a strong 17% all-time CVR and a 13% all-time CTR, while maintaining an impressive 515x all time ROI. Both the welcome journey and cart abandonment journey have individually surpassed a 900x ROI. The welcome journey alone boasts a 27% CVR, and the abandoned cart journey achieves a 32% CVR.

Cozy Earth’s SMS campaigns also demonstrate remarkable performance, with an all time ROI of 23x. Some campaign messages have achieved up to a 41% CVR and a 55% CTR, effectively driving customer action.

Adapting to crowded inboxes with messages that truly matter

Initially, Cozy Earth's SMS marketing strategy focused on rapid subscriber growth, sending frequent text messages to capture customer attention without overwhelming them. 

“Early on, we were so focused on how fast we could grow and what we were going to spend to get there.”
- Weston Clark, Director of Customer Retention, Cozy Earth

A crucial part of this growth was Attentive's compliant two-tap sign-up units, which streamlined the subscriber acquisition process. Cozy Earth employed creative methods, such as their current Spin-to-Win unit, adding an engaging and interactive element to the sign-up experience. This innovative approach quickly attracted a large number of subscribers, significantly contributing to their list growth. These sign-up units achieved impressive results, with up to a 15% SMS CVR and a 30% email CVR, highlighting the effectiveness of their strategy in converting visitors into subscribers.

However, as the SMS landscape became more crowded, Cozy Earth needed to adapt to stand out, especially during busy sale months or holidays. As a result, they shifted their strategy to find a balance between driving revenue and maintaining a positive customer relationship.

“We shifted from heavy revenue targets to a good balance between revenue and ROI."
- Weston Clark, Director of Customer Retention, Cozy Earth

Weston shared that their focus evolved to prioritize not just revenue but also profitability and customer satisfaction. This meant sending more targeted, relevant messages that resonated with their audience, rather than bombarding them with frequent texts.

Attentive’s advanced segmentation and targeting tools helped the brand in this strategic shift. By understanding customer behavior and preferences, Cozy Earth could tailor their messages to ensure they were relevant and engaging. This approach improved the brand’s ROI but also helped in building stronger, more positive relationships. The result? Long term retention.

Today, Cozy Earth’s SMS program boasts over 630K+ subscribers and a 69x all-time ROI. Their journey messages have achieved a strong 17% all-time CVR and a 13% all-time CTR, while maintaining an impressive 515x all-time ROI. Both the welcome journey and cart abandonment journey have individually surpassed a 900x ROI, with the welcome journey boasting a 27% CVR and the abandoned cart journey achieving a 32% CVR.

Cozy Earth’s SMS campaigns also demonstrate remarkable performance, with an all-time ROI of 23x. Some campaign messages have achieved up to a 41% CVR and a 55% CTR, effectively driving customer action.

With Attentive’s advanced tools and strategic insights, Cozy Earth navigates the crowded SMS landscape easily, ensuring their messages resonate and drive results.

Cozy Earth’s switch to Attentive Email led to immediate, impressive gains

Due to the success Cozy Earth experienced with SMS, the brand was curious to give Attentive Email a try. This transition would mark a significant step in their marketing evolution, as they had been with their previous email provider for four years already.

“We conducted thorough A/B tests as we slowly migrated a couple of our abandoned flows over to Attentive—we compared the performance of our previous provider and Attentive for around two consecutive months. And the results were striking. It was insane how many more abandoned emails and how many more customers Attentive was identifying.”
- Weston Clark, Director of Customer Retention, Cozy Earth

Seeing the clear benefits, Cozy Earth decided to migrate all their email flows to Attentive. They completed the migration by the end of the year and began sending their campaigns exclusively through Attentive at the start of 2024.

The impact was immediate. Anytime you move products or switch tools, there’s a learning curve. However, Cozy Earth’s familiarity with Attentive’s intuitive UI made the transition seamless. Managing both emails and texts in one comprehensive platform ensured they maintained their marketing momentum.

With more efficient tools and better integration, Cozy Earth could focus on delivering high-quality, personalized communications to their subscribers. Cart abandonment and browse abandonment email journeys saw a 214% increase in sessions and a 192% increase in revenue, significantly recovering lost sales and driving additional revenue.

Email campaigns now drive 214% more sessions than their previous provider, highlighting Attentive’s effectiveness in increasing traffic and engagement. Deliverability and engagement metrics also saw substantial improvements, with a 99% delivery rate, a 59% unique open rate, and a 6.5% unique click rate.

Supercharging campaigns with a dash of AI brilliance

Initially, the idea of integrating Attentive AI™ was a bit daunting for Cozy Earth. However, with the comprehensive support from Attentive, they were able to navigate the implementation smoothly and effectively. Now, they’re harnessing the power of tools like Send Time AI and Audience AI to supercharge their marketing efforts.

“We've run probably six or seven different A/B tests just to verify the results. Every time we use Send Time AI and/or Audience AI, it outperforms our traditional methods.”
- Weston Clark, Director of Customer Retention, Cozy Earth

This impressive success led them to incorporate these AI features into nearly every campaign, ensuring their messages reach the right customers at the optimal times.

Attentive’s hands-on support was crucial in building Cozy Earth's confidence with these AI tools. By providing guidance and reassurance, Attentive helped Cozy Earth feel comfortable and confident in their targeting strategies. The more they utilized these features, the more assured they became in their capabilities—allowing them to send the right message to the right person, every time.

Tailoring every message to make customers feel ‘right at home’

With both email and SMS under the Attentive platform, Cozy Earth has honed its approach to personalization and promotions, leveraging data-driven segmentation to tailor messages to individual customer interests. 

As Cozy Earth expanded its product line from just bedding to a wide range of home goods, the importance of targeted messaging grew. Initially, their offerings were simple, but as they added more categories and color options, they needed to be more strategic in their communication. By closely monitoring customer behavior and preferences, Cozy Earth can ensure that each message is pertinent and engaging.

For instance, if a customer frequently visits the bedding and women’s sections on the Cozy Earth website, the marketing team focuses on promoting bedding and women’s products to that customer, such as pajamas and sheet sets. Over time, they might introduce other categories, like bath products or Father's Day gifts, to gauge interest.

Or, campaigns might focus on buyers who have opened or clicked on previous messages within different timeframes, ensuring they reach users who are already engaged. They also exclude users who are currently in email welcome flows or have recently made a purchase, preventing message fatigue and maintaining a positive customer experience.

By leveraging Attentive’s multi-product suite, Cozy Earth has expanded their reach and deepened customer connections—driving impressive ROI and long-term loyalty. Looking ahead, one exciting initiative on the horizon is the piloting of an annual membership program for their VIP customers.