How My Beauty Exchange Unified Email and SMS to Drive 300%+ Omnichannel Growth with Attentive

At My Beauty Exchange, marketing has always been personal. Whether it’s chatting with customers in-store or sending them the latest deals online, every message starts with connection.

That people-first approach now powers the brand’s digital growth. With Attentive, My Beauty Exchange bridges its in-store community with a unified SMS and email program that feels just as real and personal as a conversation at the counter.

“We’ve been family owned since the 90’s, and we still do things our way — by connecting directly with our customers.”
- Kimberly Williams, E-commerce & Marketing Manager, My Beauty Exchange

Goals

The marketing team aimed to:

• Strengthen brand awareness and consistency across all touchpoints
• Build localized engagement tailored to each store’s audience
• Grow SMS and email subscriber lists while increasing conversions
• Create a seamless experience between in-store and online channels
• Simplify workflows by managing both programs within one platform

By meeting customers where they are, My Beauty Exchange builds lasting loyalty

My Beauty Exchange’s growth strategy combines in-store activations, digital incentives, and community events to attract high-intent subscribers.

• Online: Shoppers who sign up through the website receive 10% off their first purchase.

• In-store: Stores features QR codes at checkout and product displays, allowing shoppers to easily subscribe to location-specific texts.
  

• Segmented messaging: Subscribers select their preferred store or region, ensuring they only receive updates relevant to their area.

“Our sign-up units are detailed by region. We have 24 stores, and customers can pick their favorite one and get messages tailored just to that location. They’re not getting irrelevant info — it’s personalized to them.”
- Kimberly Williams, E-commerce & Marketing Manager, My Beauty Exchange

• In-store engagement: Each store also runs a “spin-to-win” prize wheel where customers can win free Beauty Exchange brand products when they sign up in-store.
  
• Social media: The team regularly creates Instagram Reels and short videos that promote SMS sign-ups through engaging, educational content.

To strengthen local engagement, My Beauty Exchange hosted a block party at its original Florida location. The event featured product vendors, sampling tents, and giveaways — but there was a clever marketing twist.

“To enter the tent where all the activities took place, customers had to scan our QR code and sign up for text messages. It was part of our community appreciation day — and it worked beautifully.”
- Kimberly Williams, E-commerce & Marketing Manager, My Beauty Exchange

This activation helped the team collect hundreds of new SMS subscribers in a single day, proving that in-person moments can translate directly into digital growth.

All of these list growth efforts paid off immediately: the brand’s SMS list grew to about 203K total subscribers in just 4 months, while keeping opt-outs below 3% per month.

Email becomes a powerhouse channel when it finally joined SMS under one roof

For My Beauty Exchange, consolidating email within Attentive unlocked the ability to create a consistent, on-brand experience across every touchpoint.

Before the switch, My Beauty Exchange managed two completely separate platforms — one for texts and one for email. That meant SMS messages went to in-store shoppers, while emails were reserved for online customers. There was no way to overlap audiences or measure what worked best.

When the brand migrated email to Attentive, it immediately changed how the marketing team worked. They could now manage campaigns, automations, and reporting from one place — allowing them to unify their message, maintain consistent branding, and easily compare what resonated across both channels.

“We’re now collecting emails for our in-store customers too, and that’s something we never tried before. It’s exciting to finally see how both audiences respond.”
- Kimberly Williams, E-commerce & Marketing Manager, My Beauty Exchange

As both the E-commerce Manager and a key member of the marketing team, Kim builds many of the campaigns herself — from promotional sends to automated welcome flows. She described the experience as simple, visual, and empowering, highlighting how Attentive’s drag-and-drop editor lets her quickly design polished messages without outside help.

“Formulating the email and making it look how I want it to look is so easy. The drag-and-drop is really straightforward.”
- Kimberly Williams, E-commerce & Marketing Manager, My Beauty Exchange

Unified email and SMS messaging drove triple-digit growth across channels

Even though the brand is still ramping up its send volume, early results have exceeded expectations.

Between July and November 2025, My Beauty Exchange saw a 318% increase in attributable email revenue over that period.

Deliverability has been excellent, with a hard-bounce rate under 4% — and open rates far above beauty-industry averages. They’re also seeing revenue per send in journeys at 203% higher than promotional campaigns.

“We’ve only sent a handful of emails so far, but they’re performing really well. Customers are opening them, clicking through, and actually buying — it’s so motivating to see.”
- Kimberly Williams, E-commerce & Marketing Manager, My Beauty Exchange

Since launching, the brand has seen 80% of subscribers engaging within the last 90 days and 60% within the past 60 days — proof that their message cadence is resonating without overwhelming the audience.

What started as creative, hands-on marketing has become a measurable growth engine. My Beauty Exchange’s community events, localized messages, and personal touch have all scaled (without losing the warmth that made the brand special in the first place!)

And with each campaign, event, and conversation, My Beauty Exchange proves that when marketing feels personal, results follow.