How goodr Turns SMS Into an Always-On Demand Engine With Attentive

The challenge‍

As goodr’s customer base grew, the team needed a lifecycle foundation that could scale with them — without losing the clarity and personality that defines the brand. Their priorities were:

• Moving one-time purchasers into repeat and loyal customers
• Improving how they sign people up for SMS and email
• Scaling personalization while keeping messaging unmistakably goodr

The solution

goodr built their SMS program in Attentive around two operating motions:

1. Promotional velocity: timely campaigns for launches and key retail moments
2. Lifecycle consistency: automated journeys that keep customers engaged and converting between sends

Why SMS is a core growth channel for goodr

In promo moments, goodr relies on SMS because it’s immediate and high-intent. It’s the channel that creates momentum fast, and it gives the team a live read on how shoppers are responding in the moment. That signal matters most during peak periods like BFCM, when timing, inventory, and customer attention all move quickly — and the team needs a way to stay responsive in real time.

“We can literally watch site traffic spike the second an SMS goes out. On Black Friday, I said it in our Slack channel: SMS hit us like a fire truck. It went from steady to a huge spike.”
- Phil Herbert, Email and SMS Lead

That immediacy is why SMS is more than a revenue channel for goodr. It’s a real-time feedback loop the team can use to adjust quickly during the most competitive moments of the year.

Brand voice, scaled

goodr’s brand voice is a core ingredient behind their loyalty — and it’s not limited to campaigns. The team uses SMS to make even automated moments feel personal, which helps them stand out in crowded seasons and keep customers engaged across the lifecycle.

“We even have an ‘observometer’ where we decide, in any moment, how much to lean into the absurdity versus dial it down.”
- Ron Sinha, Head of Ecommerce, goodr

List growth that sounds like goodr

goodr’s on-site sign-up units are designed to feel effortless for shoppers and true to goodr’s voice. They pair a clear incentive with playful, personality-forward copy — and they keep the opt-in flow frictionless with Attentive’s two-tap technology, which helps customers subscribe quickly on mobile without a clunky, multi-step process.

The result is an acquisition experience that’s both high-converting and true to goodr’s voice: simple, funny, and easy to say yes to:

Always-on journeys that keep customers moving

Journeys are a core pillar of goodr’s performance. For SMS, the team relies on journeys as always-on drip campaigns that consistently bring in revenue — and in many months, journeys can outperform campaigns.

Performance highlights

• Total journeys ROI: 137x
• Total journeys CVR: 59%
• Welcome journey: 91% CVR and 441x ROI

As goodr expanded retention messaging, they introduced loyalty triggers that bring rewards moments into SMS.

Loyalty journeys powered by Yotpo

goodr’s loyalty messaging is fueled by Yotpo loyalty signals inside Attentive, turning rewards activity into timely, on-brand SMS that keeps customers engaged between purchases. With the Attentive + Yotpo integration, brands can trigger journeys and personalize messages using loyalty events and attributes — so goodr can automatically show up at high-intent moments like:

• Points reminders
• Birthday bonus points
• VIP tier status changes
• Loyalty account created welcomes

More confidence tightening segments with Audiences AI

For goodr, tighter targeting is an operational advantage — especially during limited drops where inventory can move fast and the team needs to be intentional about who they message. Instead of defaulting to broad sends, Audiences AI gives goodr a way to stay disciplined and still protect demand: they can keep their core segmentation strategy in place, then use AI to capture additional high-intent shoppers who are most likely to convert, even when behavior doesn’t map perfectly to a manual segment.

“Audiences AI has made us a lot more comfortable tightening our segmentation. For limited drops, sometimes we only have around 300 pairs, so we don’t want to message the whole list. Audiences AI helps pull in high-propensity buyers even when our manual segmentation doesn’t capture everyone perfectly.”
- Phil Herbert, Email and SMS Lead

That confidence shows up in both adoption and impact:

• High usage in recent campaign strategy: In December, goodr applied Audiences AI inclusions across 78% of segmented campaigns and used Audiences AI exclusions in 91%, making AI a consistent part of how they refine sends.
  
• Incremental reach without broad blasting: Across the measured period, Audiences AI inclusions drove a +27% send lift, expanding reach beyond the baseline audience.
  
• Stronger same-day efficiency: Audiences AI inclusions delivered a +33% lift in 0-day click + view revenue versus baseline, with weekly lifts up to +73%.

Audiences AI helps goodr stay intentional with who they message — especially when inventory is tight — while still capturing the customers most likely to convert.

BFCM 2025: a structured playbook built for consistency and control

During BFCM, goodr ran a clear day-by-day campaign framework that balanced consistency with flexibility. Instead of treating the week like a series of one-off blasts, they built a campaign cadence that made it easy to stay organized, protect the customer experience, and optimize performance in real time.

What the structure allowed for:

• A consistent cadence across the full event window. Messages were planned and deployed in a steady rhythm across multiple days, giving the team a reliable framework to build on.
  
• Smart suppression to protect experience. Most sends excluded BFCM purchasers, helping prevent over-messaging recent buyers while keeping the focus on shoppers who still needed a nudge.
  
• Optimization layered in where it mattered most. The team mixed in Send Time AI on key days to reach subscribers at their optimal time, and used Audiences AI across multiple sends to help expand reach to high-propensity buyers without broad blasting.
  
• Segmenting late in the week for efficiency. As the event progressed, goodr shifted targeting to a 30-day engaged audience on one of the later days — a practical way to concentrate spend and attention on customers most likely to convert.
  
• A built-in retargeting moment. They also added a late-day retarget send to keep urgency high and capture remaining demand without disrupting the main cadence.
  

BFCM messaging that stayed unmistakably goodr‍

Even in the most competitive week of the year, goodr’s messaging stayed on-brand — using calm, humorous copy as a differentiator in a crowded inbox. That tone helped them stand out while still delivering clear sale and urgency cues.

A partnership built on strategy and support

goodr highlighted their partnership with Attentive as a major value driver — especially through their CSM who supports both platform execution and strategic guidance (industry insights, POV, and walking through key decisions).

Today, goodr’s SMS program is built to perform in every mode, turning first-time shoppers into repeat customers (and keeping their community coming back for more!)