How Marleylilly Wove Success by Combining SMS, Email, and AI with Attentive

Monogramming a ‘marketing makeover’

Marleylilly has built its reputation on delivering unique, monogrammed products that customers love. However, as their business grew, the complexity of managing SMS and email campaigns on separate platforms created inefficiencies and missed opportunities. Operating on a custom-built platform made it challenging to re-engage dormant customers, deliver cohesive experiences, and unlock untapped revenue.

To overcome these challenges, Marleylilly turned to Attentive for a unified solution. By integrating SMS and email on a single platform, Attentive equipped them with tools like advanced segmentation, AI-powered optimization with Attentive AI, and real-time targeting. These features simplified workflows, eliminated operational silos, and empowered Marleylilly to create a fully integrated marketing strategy.

With seamless email migration support, Marleylilly gained access to powerful insights through tools like heatmaps, which refined designs and boosted campaign performance. By unifying their efforts, they crafted universal content for SMS and email, reducing complexity and allowing the team to focus on driving creativity and strategy. The result? Streamlined operations, stronger engagement, and a boost in revenue.

Personalization tailored by the power of Attentive AI

Attentive’s AI Pro tools played a key role in driving smarter engagement and delivering exceptional results.

Send Time AI optimized Marleylilly’s SMS strategy by identifying the best times to engage customers. By analyzing when subscribers were most likely to interact, the tool ensured that messages landed at the right moment. A/B testing showed campaigns using Send Time AI consistently outperformed general scheduling.

The results:

• A 97% revenue lift in their top-performing Send Time AI campaign.
• A 23% increase in conversion rates.
• A 120% boost in revenue per message compared to messages sent without optimization.

The tool delivered consistent results, outperforming general scheduling in 9 out of 10 campaigns.

“Send Time AI consistently outperforms general send times, making it a game-changer for our engagement and conversion rates.”
- Morgan Wagner, Senior Marketer, Marleylilly

Audiences AI revolutionized how Marleylilly connected with their customers by dynamically refining audience segments in real time. With precise targeting, the team focused on high-value customers while minimizing wasted sends, ensuring every message landed with the right audience at the right time.

The results:

• A 28% increase in immediate revenue from same-day clicks.
• A 26% boost in message volume, reaching more of their audience.
• A 32% overall revenue lift from combined clicks and views.

One standout feature, Propensity-to-Buy, allowed Marleylilly to optimize audience sizes while maintaining strong engagement with their most likely-to-convert customers. This not only drove cost savings but also improved overall efficiency.

“With Audiences AI dynamically adjusting our audience segments, we’ve been able to focus on high-value customers while cutting down on wasted sends, leading to a surge in revenue.”
- Morgan Wagner, Senior Marketer, Marleylilly

Identity AI solved one of Marleylilly’s biggest challenges: re-engaging dormant or previously unrecognized customers. By leveraging advanced data-matching technology, this tool identified opportunities that were previously inaccessible, extending the reach of their triggered messages with no extra manual effort.

The results:

• A 14% increase in immediate revenue from same-day clicks.
• A 15% total revenue lift, driven by smarter re-engagement.

Identity AI helped Marleylilly unlock hidden potential within their audience while delivering a more personalized and impactful customer experience.

“Identity AI helped us tap into hidden potential, increasing revenue and improving personalization effortlessly.”
- Morgan Wagner, Senior Marketer, Marleylilly

Stitching together a winning Cyber Week

Marleylilly’s Cyber Week 2024 strategy focused on thoughtful segmentation and interactive on-site tactics to engage loyal subscribers. SMS and email campaigns offered exclusive discounts and daily flash deals, reaching the right audiences through careful targeting and exclusions. Subscribers who had recently purchased or opted out of holiday messaging were strategically excluded, keeping campaigns highly relevant and effective.

On-site engagement tools further elevated their strategy:

• A spin-to-win unit enticed visitors with exciting incentives, boosting sign-ups and holiday traffic.
• An exit-intent pop-up re-engaged shoppers about to leave, converting them into subscribers and driving additional sales.

These efforts led to massive growth compared to the previous period:

• SMS subscriptions increased by 91%.
• Email subscriptions grew by 115%.

Marleylilly’s innovative use of customized journeys during Cyber Week also demonstrated their ability to deliver hyper-targeted messaging, guiding customers seamlessly through the sales funnel. For example, their holiday cart abandonment journey. When shoppers abandoned their carts, Marleylilly didn’t let the opportunity slip away. 

• Branching Strategy: Messages were tailored based on device type (mobile or desktop) and then further branched based on product categories, such as clothing, shoes, or jewelry, ensuring relevance with every interaction.
• The results:
  
  • A 49% CVR, showcasing the power of personalized nudges.

Marleylilly’s Cyber Week approach showcases the effectiveness of personalized communication and interactive features in expanding their reach and deepening customer connections.

SMS

Marleylilly’s SMS program became a cornerstone of their marketing success, delivering an impressive 27x ROI across the entire channel. Automated SMS journeys took center stage, achieving a remarkable 145x ROI, with a 29% CVR and a 10% CTR. These journeys allowed Marleylilly to engage customers with precision and personalization, driving both immediate action and long-term loyalty.

Price Drop journey

One of Marleylilly’s most impactful SMS journeys targeted deal-savvy customers tracking specific products. By notifying shoppers of price reductions through a mix of SMS and email, the journey ensured Marleylilly’s messages reached customers at the peak of their interest.

• Branching Strategy:
  Shoppers who had recently received a message were excluded to prevent oversaturation, while those who engaged were funneled into follow-up sequences designed to drive urgency. This allowed Marleylilly to balance frequency with impact.
• The results:
  
  • 9% CTR, demonstrating strong engagement.
  • 6% CVR, highlighting the effectiveness of addressing price sensitivity.

90-Day winback journey

Dormant subscribers represented untapped revenue potential, and Marleylilly’s 90-day winback journey tackled this challenge head-on. This journey focused on reconnecting with lapsed subscribers through carefully crafted messages tailored to their activity (or lack thereof).

• Branching Strategy:
  Recipients who had browsed products recently were reminded of specific items, while those who hadn’t engaged in the past 90 days received reintroduction offers to reignite interest.
• The results:
  
  • 24% CVR, proving the power of re-engagement.
  • 5%, capturing attention and driving clicks.

Welcome journey

Key journeys like the Welcome Journey played a pivotal role in Marleylilly’s SMS strategy. This journey greeted new subscribers with timely, personalized messages, introducing them to the brand and encouraging first-time purchases.

• The results:
  
  • 220x ROI, highlighting exceptional efficiency.
  • A whopping 42% CVR, showcasing the journey’s ability to turn subscribers into loyal customers.

SMS campaigns

SMS campaigns further strengthened Marleylilly’s strategy, delivering a 14x ROI across the channel. These targeted campaigns reached impressive metrics, including:

• Click-Through rates: Up to 82%.
• Conversion rates: Up to 46%.

Marleylilly’s ability to combine automation with impactful campaigns turned subscribers into loyal, repeat customers. Whether through automated journeys or carefully crafted campaigns, SMS emerged as a critical driver of revenue and engagement for the brand.

Email

Marleylilly’s email program became a powerhouse of revenue generation after integrating with Attentive. Automated email journeys contributed 61% of overall attributable email revenue, with campaigns accounting for the remaining 38%.

Automated journeys delivered strong results through personalized messaging. Across all journeys, Marleylilly achieves a 17% CVR. Specific journeys achieved outstanding performance:

• Browse abandonment email journey: Conversion rates of up to 38%, contributing 4% of total journey-triggered revenue per email send.
• Post-Purchase email journey: Conversion rates of up to 23%, accounting for about 9% of total journey revenue.
• Cart abandonment email journey: Conversion rates of up to 35%, generating 12% of total journey-triggered revenue.

Together, automated journeys and campaigns solidified Marleylilly’s email strategy, turning customer connections into meaningful revenue.

The future is custom-fit for success

Marleylilly’s partnership with Attentive has reshaped their marketing strategy, establishing them as a leader in personalized eCommerce. By unifying SMS, email, and AI-driven tools on a single platform, they’ve streamlined operations, enhanced customer engagement, and unlocked significant new revenue opportunities.

Looking ahead, Marleylilly plans to continue scaling their strategy with Attentive’s advanced capabilities. With precision personalization and innovative tools at their fingertips, Marleylilly is poised to elevate their success even further.