How JAXXON Delivers a Remarkable 688x Email ROI by Combining their Marketing Channels on Attentive

JAXXON launched their SMS channel with Attentive in 2019. After experiencing significant success with the platform, the brand made the decision to migrate their email program to Attentive Email. They were already familiar with and had confidence in Attentive's enterprise-grade capabilities, including their mobile-first identity, data-driven journeys, and trusted deliverability. They knew that the platform could help them not only effectively launch, grow, and scale, but also achieve equally impactful results for email, just as they had with SMS.

From Day 1 of their email migration, Attentive set the bar for the type of support every customer should receive to ensure a smooth transition. Attentive worked closely with JAXXON, providing them with a three-pronged team of experts: a dedicated client strategy manager, an email implementation team, and deliverability support. This level of personalized support was a stark contrast to JAXXON's experience with their previous ESP, which provided far less dedicated support despite its established presence in the e-commerce space. With Attentive’s 1:1 support, JAXXON was able to successfully expand their marketing strategies as they evolved from a bootstrap operation into a larger and more mature one. 

For JAXXON, the cost efficiency and contribution margin of acquiring a subscriber through Attentive is unparalleled. By combining email and SMS, they can maximize their return on ad spend and reduce the cost per customer. It’s a level of optimization that wouldn't be possible without leveraging the power of the Attentive channel.

“With Attentive, we can scale our media spend more effectively, balancing our growth across the top of the funnel with precision.”
- Ricky Hagen, Retention Marketing Manager, JAXXON

Improving subscriber engagement with coordinated email and SMS messaging on Attentive

With a more comprehensive view of the subscriber lifecycle, JAXXON has been able to optimize their segmentation strategy and deliver hyper-personalized messages. This advanced approach has uncovered valuable insights for the brand, such as the fact that new email and SMS subscribers are most likely to convert within the first 15 days of signing up. 

JAXXON also categorizes subscribers into different segments based on specific characteristics: like ”purchased in the last x amount of days,” “subscribed SMS + email in the last 90 days with no purchase,” or “prefers SMS channel over email channel.” These precisely targeted segments allow JAXXON to maximize engagement and conversions.

“Having a single view of our subscriber has enabled us to get the insights needed to build a highly intelligent and personalized segmentation strategy.”
- Ricky Hagen, Retention Marketing Manager, JAXXON

Additionally, JAXXON has created integrated journeys across email and SMS on the Attentive platform. Their back-in-stock, low inventory, and price drop journeys have proven to be highly effective, showcasing the power of combining SMS and email for a cohesive communication strategy. 

When products customers have previously viewed are running low in stock or drop in price, JAXXON alerts them via text first to create a sense of urgency. An hour later, if that subscriber still hasn’t made a purchase, a follow-up email is sent as the next step in their journey. 

The brand uses the same multi-channel for back-in-stock notifications. When a popular item is available again, JAXXON has a triggered journey set up to alert potential buyers who’ve shown interest in the product before. Using both text and email together increases the chances of the messages being seen and acted upon.

Optimizing conversions with continuous A/B testing and analysis 

JAXXON is strongly committed to A/B testing, recognizing the potential to boost conversion rates. With the help of their dedicated client strategy manager, JAXXON is dedicated to continuously refining their strategies—testing everything from email subject lines and visuals to the actual offers themselves.

This commitment really shines through in their approach to abandonment journeys, which have proven to be a game-changer for the brand. One standout A/B test focused on tweaking discount levels within these journeys. They methodically adjusted the incentives offered through email and SMS touchpoints by exploring different points within a consistent range to see which would resonate more with customers. This precise approach to testing helped determine which specific incentives were most effective.

The biggest learning from this A/B test? Even relatively small changes to discount offers can lead to substantial improvement.

“A/B testing is not just for immediate optimization. It’s also for informing future marketing decisions based on precise audience preferences and behaviors.”
- Ricky Hagen, Retention Marketing Manager, JAXXON

These tests also reflect JAXXON’s broader marketing philosophy: to constantly experiment and fine-tune their tactics. And it's this ongoing iteration that guarantees they stay adaptable and responsive to their audience's preferences and behaviors.

“Experimentation is a major aspect of what we do here: constantly striving for improvement.”
- Ricky Hagen, Retention Marketing Manager, JAXXON

Amplifying the customer experience with Attentive's integrations

JAXXON streamlines interactions throughout the subscriber lifecycle by tapping into Attentive's partner ecosystem. The ability to integrate with essential tools like Okendo Reviews for email and SMS and Loop Returns for SMS is crucial for JAXXON to deliver smooth, personalized experiences.

To gather as much customer feedback as possible, JAXXON created a customized review request journey with the Okendo integration. Subscribers are divided into specific groups for targeted outreach within the journey. For example, the “VIP customers” segment includes those with a strong purchase history or high lifetime value, while the “all customer subscribers” segment includes anyone who's made a purchase at least once over time. There’s also an ”else” segment to capture those who don’t fit into the previous categories but still have valuable insights to offer. 

When subscribers who’re opted in to both SMS and email fall into one of these buckets, the Okendo journey is triggered. JAXXON starts the conversation with a text message, offering them the opportunity to earn up to $25 off their next order by providing a review. If the subscriber doesn’t click through to leave a review, they’ll get a reminder email sent one hour later, reinforcing the call to action. 

The journey also includes a one-day "wait” step before sending additional reminders after the second touchpoint. This slow and staggered approach allows JAXXON to gently incentivize reviews without overwhelming subscribers and, ultimately, collect valuable user-generated content that can drive future sales.

JAXXON also uses Attentive’s integration with Loop Returns to provide excellent customer service through SMS and make sure customers stay happy, even when they need to return something. Returns are often overlooked as an opportunity to build customer loyalty and drive revenue. But JAXXON set up a series of triggered journeys to transform what could be a negative experience into a more positive one. 

Each journey is triggered by a specific return event, such as initiating a return, tracking updates, or issuing a refund, gift card, or exchange order. This proactive communication strategy keeps customers in the loop and gives them a chance to reconnect with the brand, making returns part of a continuous engagement cycle rather than a loss.

Proving the value of combining email and SMS on the Attentive platform

JAXXON has seen significant growth in both SMS and email since combining both channels on Attentive. SMS has achieved an all-time ROI of 71x, while email has achieved a ROI of 688x (including the free trial period). 

The brand’s welcome journey has been a standout performer with an all-time 897x ROI and a 42% CVR. Their multi-channel back-in-stock, price drop, and low inventory journeys also shine, with ROIs of 57x, 96x, and 113x, respectively. Additionally, their Loop Returns “order shipped” journey stands at a 73% CTR.

Email subscriber growth has surged by over 40% YoY. Meanwhile, the deliverability rate stands strong at 99%, supporting a substantial rise in total email visits (more than 84% YoY, according to Northbeam analytics). 

Moreover, JAXXON drove 25% more revenue in 2023 and saw a 20% increase in net transactions after migrating their email program to Attentive, alongside an email channel growth of 35% YoY after migrating their core email operations to Attentive.

“As marketing evolves, adding value in every message will become increasingly crucial. We're ready to adapt to these changes and maintain the effectiveness of our email and SMS outreach.”
- Ricky Hagen, Retention Marketing Manager, JAXXON

Looking ahead, JAXXON is interested in the potential Attentive AI™ offers for optimizing send times based on individual subscriber behaviors.