How the Attentive x AfterShip Integration Drove $4 Million in Revenue for Brighton

Unlocking new features with the press of a (few) buttons

Brighton was looking for a way to customize post-purchase SMS and email content to align with different levels of shopper loyalty. They found success in the new functionality unlocked by the Attentive x AfterShip integration. 

At its core, the Attentive x AfterShip integration bridges shipment tracking and messaging, keeping customers informed from the moment they make a purchase until their order is delivered. By syncing AfterShip’s shipment data with Attentive’s advanced segmentation capabilities, brands can refine their customer segments, enabling more targeted and effective communication throughout the customer journey.

Using segmentation to better connect with customers is what initially drew Brighton to the Attentive x AfterShip integration. And as an existing customer of both Attentive and AfterShip, Brighton was the perfect candidate to start using the integration right away. Like all Attentive integrations, the benefits of the partnership come at no additional cost and are designed to help brands link platforms and boost their earnings.

Today, Brighton uses the integration to create personalized SMS and email campaigns that improve both visibility and relevance in marketing messages. Messages are tailored based on the customer’s loyalty status, improving communication while boosting satisfaction and retention.

I was particularly drawn to this integration because it allows us to tailor our campaigns to the specific needs and behaviors of different customer segments. For example, 'out-for-delivery' and 'delivered' messages hold different meanings for a loyal customer who interacts with both SMS and email, compared to a one-time gift buyer.
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This integration, by considering the unique context of each customer, empowers us to craft highly relevant and personalized campaign content. This contextual approach has proven to be extremely valuable for our business.
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-Daniel Drasdo, Email Marketing Manager

Brighton credits the integration for a boost in clicks and revenue

Brighton took full advantage of the Attentive x AfterShip integration to refine their post-purchase communications. They focused on three critical use cases that highlight why the integration is so effective.

First, Brighton used SMS and email Journeys to keep customers informed about their orders in transit. Real-time updates ensured that customers knew exactly where their purchases were at every stage of the shipping process. This reduced the volume of customer inquiries about shipping times while also reinforcing Brighton’s commitment to transparency and reliability. Second, the integration allowed Brighton to use loyalty and engagement data to tailor messages for different customer profiles. By segmenting their audience, Brighton created highly relevant campaigns for each stage of the customer journey.  And third, setting up Journeys to address delivery exceptions and missed windows, informing customers about delays and resetting expectations with updated timelines helped maintain transparency and trust.

Brighton primarily takes advantage of in-transit, out-for-delivery, and delivered messages via the integration. They’re also planning to continue developing campaigns for hiccups such as shipment stalls or other delays.

A testament to the power of these tools when used together, the integration was even more successful than Brighton expected: 

• Journeys drove 44% of SMS revenue in the first half of 2024
• One of the in-transit messages drove a 45% click-through rate 
• Journeys have driven over $4 million in revenue since launching 

Of all of our vendors, we really feel that Attentive and AfterShip are true partners both to us and to each other. The support we’ve gotten has been unbelievable and the service, superior. It’s rare to have that feeling of support from vendors, and it’s even more rare to have two that work together so seamlessly. The Attentive and AfterShip teams have gone above and beyond to ensure we’re successful using their tools both separately and when layered together.
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-Daniel Drasdo, Email Marketing Manager

Seamless adoption and ease of use

The Brighton team found the Attentive x AfterShip integration adoption quick and easy, as adoption only takes a few minutes and a few clicks.

Existing customers of Attentive and Aftership ‌can start using the integration right away in just a few easy steps. Simply connect the two platforms within the Attentive interface to authorize a seamless data exchange. Once that's done, the customer  will  have access to new, pre-built audience segments that automatically update based on shipping status like in-transit, out-for-delivery, and delivered. Attentive and AfterShip both offer a comprehensive 'get started' guide to lead you through the process, with customer support from both teams readily available.

Ease of adoption is paramount in this integration as it helps brands focus on creating standout customer experiences right away, to see value immediately.

When things don’t go right, the integration allows us to see delays in shipment and communicate that quickly to the customer. Normally when we’re building messaging flows, we’re thinking about the 95% of the time when things run smoothly. We’re rarely thinking about what happens when there's a problem. To be able to set up Journeys and inform people when there are hiccups and send data to our Customer Care Department to proactively reach out to people is a huge benefit. It’s nice to have enhanced visibility into these situations and be able to act on them quickly. The response from our customers has also been hugely positive. 
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-Daniel Drasdo, Email Marketing Manager

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