How The Frye Company US Unified SMS and Email with Attentive to Drive 560%+ Revenue Growth

Frye US already trusted Attentive for SMS. Expanding into email was the next step in creating a unified customer engagement strategy that could drive both acquisition and retention.

The timing was critical. Their previous email provider offered robust features but came with steep costs and a roadmap that didn’t always prioritize revenue. Renewal deadlines were approaching, leaving little time to make a change. Frye US needed a provider that could execute a seamless migration ahead of peak season, ensure deliverability from day one, and provide long-term ROI.

“It really wasn’t a question. We knew Attentive was the leader in SMS.”
- Cailyn Nikolis, Director of E-Commerce

Migrating to Attentive Email ahead of peak season with seamless execution

Migrating email in Q3 meant taking on risk during the busiest season of the year. Frye US made it clear that the transition had to happen quickly and without disruption. Attentive’s implementation and deliverability teams leaned in, building custom reporting, closely monitoring inbox placement, and pacing the migration to ensure the brand could ramp up to full sending capacity before boot season began.

The migration was completed seamlessly and on time, removing the risk of entering peak season with an unstable program. Since migrating, Frye US has dramatically scaled its program:

• Journey deliveries grew by 1,198%
  
• Campaign deliveries grew by 353%

“I went in with a lot of anxiety because fall is our most important season. The Attentive team took it very seriously and made the migration seamless.”
- Cailyn Nikolis, Director of E-Commerce

Attentive safeguarded deliverability while fueling revenue growth

For Frye US, success meant more than sending campaigns; it meant reliably reaching the inbox and driving sales. Attentive’s deliverability approach went beyond warm-up guidance. The team created a tailored plan based on subscriber engagement, staged sending volumes to protect reputation, and established custom deliverability reporting so results could be tracked daily.

This transparency gave Frye US confidence that the migration didn’t just avoid problems. Rather, it actively built a stronger foundation for revenue. Since moving to Attentive:

• Journey attributable revenue grew by 562%
  
• Campaign attributable revenue grew by 576%
  
• Journey conversion rate improved by 124%
  
• Campaign conversion rate improved by 59%
  

“What I think sets Attentive apart is that new products never get in the way of overall goals. They are focused on building and retaining customers.”
- Cailyn Nikolis, Director of E-Commerce

Unifying SMS and email on Attentive has also allowed Frye US to orchestrate customer journeys across channels. Campaigns are now sequenced based on subscriber behavior: sending more email to highly engaged subscribers, shifting to SMS when email engagement drops, and balancing outreach when subscribers engage across both channels. This orchestration helps Frye US maximize revenue without over-messaging.

Lifecycle strategy built on acquisition, journeys, and campaigns

Frye US has built its digital program around a simple principle: every interaction should capture value and move the customer closer to purchase. Attentive makes this possible by connecting acquisition, automation, campaigns, and segmentation into a single, orchestrated strategy.

The relationship begins at sign-up, where Frye US collects both SMS and email consent through a mobile unit offering $30 off a first purchase. By capturing not only contact information but also shopper preferences, the team ensures that future campaigns and journeys are tailored from the very first touchpoint.

From there, automated journeys are built to mirror shopper intent across both SMS and email. With Attentive, these journeys go far beyond the welcome flow. High-intent triggers like browse abandonment, price-drop alerts, and cart reminders re-engage shoppers at pivotal decision points. Category affinity journeys tailor content by men’s, women’s, or both, ensuring every message feels relevant to what the customer actually browsed.

By adjusting incentive levels, creative treatments, and channel mix, Frye US continually learns what resonates. Attentive consolidates those insights across SMS and email, making it simple to orchestrate the right channel at the right moment: without over-messaging.

Campaigns then layer on top of these automations to create urgency around product launches and seasonal sales. Attentive makes it possible to coordinate campaigns and journeys in one place, so they reinforce each other rather than compete. Dynamic segmentation rules built into the platform prevent over-messaging and fatigue, ensuring Frye US can maximize reach without sacrificing customer experience

Segmentation within Attentive is highly dynamic, giving Frye US the ability to build audiences around loyalty buyers, early-access launches, markdown shoppers, or dormant browsers. Each audience fuels more relevant campaigns and automations. By extending Attentive’s data into Shopify, AfterShip, Facebook Ads, and Gorgias, these segments go beyond SMS and email: powering paid media, customer support, and post-purchase updates.

This connected approach reflects Frye US’s broader strategy: leveraging Attentive to orchestrate the right channel, the right message, and the right moment (with revenue growth and customer retention at the center of it all!)

AI Pro unlocked measurable lifts

Frye US has always been open to experimentation. Nine months ago, the brand began using Attentive’s AI Pro Suite. Performance ramped significantly. In the past two months, Audiences AI has delivered between 8–9x ROI, proving its ability to identify high-value audiences and lift revenue.

“We’re seeing 8–9x ROI with Audiences AI. That’s when you realize the real potential of AI.”
- Cailyn Nikolis, Director of E-Commerce

This success is rooted in Attentive’s Identity capabilities. By recognizing more opted-in subscribers on-site and connecting them to email and SMS profiles, Attentive has helped Frye US grow its subscriber base to over 1.29 million active opt-ins.

Frye US has embraced the broader AI Pro suite to unlock incremental revenue:

• 13% overall revenue lift from AI Pro
  
• 24% revenue lift from SMS Audiences AI
  
• 21% revenue lift from Email Audiences AI
  
• 17% revenue lift from Identity AI in SMS abandonment flows
  
• 16% revenue lift from Identity AI in email abandonment flows
  
• 8–9% more revenue from enhanced tagging in welcome journeys
  
• 6–9% more subscriber acquisition from enhanced tagging
  
• Audiences AI adopted in ~34% of SMS campaigns
  
• Up to 100% adoption of Audiences AI in eligible SMS sends during some months
  
• 914% week-over-week revenue lift from an SMS Audiences AI test in June 2025
  
• 30%+ incremental revenue lift in multiple months from Email Audiences AI, especially in abandonment journeys

Attentive’s white-glove partnership set the brand up for success

Beyond the technology, Frye US credits Attentive’s partnership as a critical part of its success. The team consistently receives quick responses, proactive solutions, and white-glove service. Attentive team members don’t just provide recommendations—they jump in alongside Frye US to build journeys, optimize campaigns, and ensure the work gets done.

“Attentive’s service and customer support sets them apart. The customer success team is accessible and always willing to jump right in, not just tell us what to do.”
- Cailyn Nikolis, Director of E-Commerce

This level of support makes Attentive feel like an extension of the Frye US marketing team, offering not just strategy but executional help when it matters most.

Frye US is positioned to keep growing with unified SMS, email, and AI

Frye US continues to honor its heritage while embracing innovation. With SMS, email, and AI tools consolidated under Attentive, the brand is positioned to engage customers across every season while staying true to the authenticity that defines its legacy.

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