Unlocking 15x ROI through Personalization and Exclusive Experiences with Puresport

Puresport’s journey to bespoke SMS marketing with Attentive

Before partnering with Attentive, Puresport had already embraced SMS marketing using a "batch-and-blast" approach but struggled with personalization and automation. Recognizing the importance of delivering tailored, high-value customer experiences, especially in the health and wellness industry, Puresport needed a more advanced platform and sophisticated strategy to achieve their goals.

Fast-forward to June 2024. Puresport partnered with AI-powered SMS and email marketing platform Attentive, identifying it as the best solution for providing hands-on support, SMS campaigns that drive engagement, and strategic insights. Attentive’s team provided exceptional guidance, setting up key flows from day one, including welcome messages and cart abandonment reminders. Their proactive approach allowed Puresport to use SMS immediately and effectively without having to navigate the complexities of setup on their own.

“Attentive has been incredible in setting us up for success right from the start. They’ve helped us move away from a batch-and-blast approach and, instead, create highly personalized and effective messaging that drives real results.”
- Hilly Husnain, Head Of Marketing, Puresport

Immediate results and impact

After adopting Attentive's patented two-tap mobile technology, Puresport quickly saw an uplift in their SMS and email opt-in rates. Adding a question during pre-engagement tests increased the SMS opt-in rate from 1.6% to 2.8%, and email opt-ins rose from 3.8% to 6.2%. Furthermore, the brand saw an incredible 11% CTR and 91x ROI for their welcome series, which offers an incentive to make an initial purchase and follows up twice: first after 24 hours and then again after two days if the offer is not redeemed.

Implementing advanced SMS journeys to drive ROI

To further boost conversions, Puresport created more advanced, highly personalized journeys, such as cart and browse abandonment reminders.

 These flows yielded impressive results. Checkout abandonment messages drove an 8% CTR and a 77x ROI, while cart abandonment messages saw a 9% CTR with a 68x ROI. Browse abandonment also performed strongly, achieving a 5% CTR and a 26x ROI. Meanwhile, low-inventory alerts for apparel stood out with a 12% CTR. Attentive’s integration with Shopify allowed Puresport to automate these journeys seamlessly.

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Using purchase history to create tailored SMS experiences and boost retention

As their subscriber list grew and first orders were placed, Puresport furthered their personalization strategy by sending SMS messages based on customer behavior, preferences, and purchase history. For example, customers who bought magnesium supplements received targeted text messages about related products, such as a sleep supplement, and notifications about a supplement sale. This approach drove a 44% conversion rate on a 3-for-2 supplement offer, which targeted magnesium buyers in the past 120 days.

“Trust is everything in the supplement industry. Customers are putting their health in our hands and that’s why personalization is so important. By segmenting products and sending timely, relevant messages, like reminding someone their vitamin D supply is running low or suggesting a sleep supplement after two months of using magnesium, we create a journey that feels tailored. It’s about showing customers that we understand their needs and support them every step of the way.”
- Hilly Husnain, Head Of Marketing, Puresport

Adopting the same strategy, they also saw success with a targeted performance wear SMS launch sent to subscribers who had purchased apparel in the past 150 days. This resulted in a 25% CTR and a 15% conversion rate.

Encouraging SMS customers to subscribe to products

Securing repeat purchases through subscriptions is key to retention in the supplement industry. Understanding this, Puresport automatically adds SMS subscribers to relevant segments, such as roll-on, unwind capsules, or muscle and joint balm, after they place an order, thanks to integrations with Shopify and Klaviyo.

These subscribers then receive a personalized text message highlighting the benefits of subscribing to the product they bought. This approach educates customers on the long-term value of their purchase and encourages engagement, higher subscription rates, and increased customer retention.

“Attentive has become an extension of our brand, providing trusted guidance. I knew I could rely on them to tell me what needed to be done, allowing me to focus on other key business areas.”
- Hilly Husnain, Head Of Marketing, Puresport

Driving engagement and revenue with VIP segmentation

Customers placing multiple orders is one way Puresport defines their VIPs. Other ways include high engagement and significant spending. The brand offers exclusive perks like early access to new collections and restock notifications, ensuring subscribers receive time-sensitive, “insider” news to reward their loyalty. 

An example of this strategy delivering results was the launch of the “For the Long Run” collection, where top-spending customers received early access to the latest apparel. This achieved a 16% CTR and a 16% conversion rate, nearly double the conversions of other segments. Showcasing the power of a behavior-based campaign that speaks to subscriber interests.

During the “Real Runners High” launch, VIP subscribers enjoyed one-hour early access to products, resulting in an impressive 21% CTR and an 8% conversion rate, outpacing the general release SMS. Their limited hoodie drop created a sense of urgency, driving an 11% CTR and a 19% conversion rate. The time-sensitive tone combined with exclusive content ensured the VIP experience was rewarding and impactful.

Identifying and targeting future VIPs with AI Pro™

Puresport is taking this strategy further with AI Pro. The brand uses it to refine and expand VIP segmentation by identifying existing and future VIPs. By sending targeted messages to known VIPs and allowing AI Pro to analyze engagement patterns, Puresport can uncover new high-value customers within broader segments. This data-driven approach delivers valuable insights into what defines a high-intent customer, ensuring that VIP perks and experiences reach those most likely to engage and convert.

“In a recent campaign, we leveraged Audience AI to gain deeper insight into high-intent buyers we might not have identified otherwise. We doubled our segmentation size and, more importantly, increased revenue by an incredible 101%. The results speak for themselves.”
- Hilly Husnain, Head Of Marketing, Puresport

Using SMS for brand-led messaging

In addition to transactional SMS messaging, Puresport creates brand-led journeys aligned with their health, fitness, and community ethos. An example of this is their marathon training plan two-way journey. Subscribers could opt into different training goals, such as a 10K or full marathon, and receive helpful nutrition, hydration, and recovery tips.

Puresport’s use of SMS also extends to building community through in-person events. The brand leveraged location data to invite nearby customers to their Run Club’s third birthday party, strengthening their connection with local runners. 

These strategies reinforced Puresport’s commitment to creating a supportive environment for athletes and wellness enthusiasts, boosting customer engagement, and fostering a deeper connection to the brand and its mission.

To ensure all messages resonate with subscribers, Puresport runs A/B tests to refine SMS copy and brand voice. By testing different tones, such as elaborate vs. concise, for example, it identified the most effective approaches for increasing engagement. These tests are key in optimizing performance, as a difference in CTR of 8% was revealed in a product launch copy test.

“Testing has been crucial for us. We assumed our brand-aligned messaging would perform best, but a simpler, more direct SMS outperformed our expectations. This process is helping us refine our brand voice for mobile engagement, ensuring it resonates with how people consume content on their phones versus other channels.”
- Hilly Husnain, Head Of Marketing, Puresport

The Results

Partnering with Attentive has been a game-changer for Puresport. By leveraging AI-driven, personalized SMS marketing, they’ve grown their subscriber base by 60% in eight months and achieved a 15x total program ROI. Campaigns delivered 5x ROI, and journeys reached 15x, including an impressive 91x ROI from welcome journeys.