How Thread Unlocks Smarter Segmentation and Stronger Results with Attentive

Thread had already laid the groundwork for success in mobile messaging, launching SMS with Attentive in 2020 and expanding into email in 2022. But as they looked to scale, the team—alongside their agency partner, Nomadd Marketing—saw an opportunity to go deeper. They wanted to get smarter about how they segmented audiences and when they sent messages, and they knew a data-driven approach would get them there.

At the same time, Thread was evolving its broader strategy. Internally, the team refined their understanding of who they were speaking to: zeroing in on Gen Z shoppers who prioritize travel, self-expression, and intentional design. That clarity led to updates in tone, creative, and audience targeting.

To bring it all together, Thread leaned into AI Pro and tested performance-driven integrations like Malomo and Okendo. Together with Nomadd Marketing, they aligned tools, strategy, and creative around key customer moments, unlocking stronger results across the entire lifecycle.

How they leveled up performance

With AI Pro, Thread was able to make smarter decisions, faster. Here’s how each tool played a role:

Audiences AI: Thread used behavioral data and subscriber history to let the platform recommend the best audience for every message. That lift paid off:

• 30.7% YoY increase in SMS revenue from Audiences AI-driven campaigns
• 23% revenue lift in SMS campaigns compared to baseline
• 40% increase in CVR on those campaigns

Identity AI: By identifying more site visitors and linking them to known profiles, Thread expanded its reach without extra effort.

• A 4.6% lift in new subscribers 
• 11% lift in additional revenue YoY attributed to Identity AI
• In SMS abandonment journeys, Identity AI delivered a 29% revenue lift, with peak weekly gains reaching up to 42%
• In email abandonment journeys, Identity AI drove a 20% revenue lift, with weekly spikes as high as 18%

Send Time AI: This tool ensured messages reached people when they were most likely to engage. Instead of guessing the right time to send, Thread let the data lead.

SMS A/B tests showed it lifted:

• CTR by 15%
• CVR by 18%
• Revenue by 44%

Email A/B tests showed a 23% lift in CTR

Boosting opt-ins with fresh offers

Thread also reimagined their approach to sign-ups. They shifted from offering a percentage discount to promoting a free item instead. Messaging like “Want a free wallet?” helped capture attention and convert browsers into subscribers. This test-first mindset helped unlock new ways to grow their list more effectively.

Driving urgency with timely promotions

To capitalize on key shopping moments, Thread introduced “Happy Hour” promotions—a limited-time discount window promoted via SMS. These short-term offers (e.g., 20% off for 3 hours with code “HAPPYHOUR”) helped capture attention and drive immediate action, especially during peak moments like summer. They’ve also added recurring “New to Sale” and “Final Few” campaigns to their monthly calendar, using both email and SMS to highlight recently discounted products—often marked down as much as 50%. These sends not only create urgency, but also help clear inventory and keep their audience engaged.

Matching product to audience behavior

Thread aligns the promotion of their products with what their audience actually wants. One standout: their Utility Tote. To maximize its performance, they targeted people who had viewed the tote but hadn’t purchased, as well as broader segments interested in bags. This product-level targeting helped drive more personalized and relevant campaigns.

Working smarter with integrations

Thread team took a measured approach to evaluating integrations like Malomo and Okendo, identifying how each platform could enhance the customer journey and support their broader goals: drive retention, increase customer satisfaction, and extend brand equity beyond the point of sale.

With Malomo, Thread mapped their entire post-purchase journey, from order creation through delivery, and used key shipping events to trigger branded, real-time messages in Attentive. These touchpoints help reduce WISMO (“Where is my order?”) inquiries and create more opportunities to engage customers while they wait. Instead of relying on generic carrier updates, Thread’s tracking messages feel personal, aligned with their aesthetic, and tailored to their Gen Z and millennial customer base. Using these high-attention moments between purchase and delivery helps reinforce brand loyalty, increase repeat visits, and even tease what’s next (like product education or review requests). One of their top-performing Malomo-triggered journeys sees a 6% CTR and a 19% CVR, proving the value of this channel as both a service and retention driver.

On the review side, Thread integrated Okendo to power a three-touch review journey designed to feel helpful, not pushy. Once an order is marked as delivered, subscribers automatically enter a journey. The first email asks for a review with friendly, on-brand copy. If the subscriber doesn’t engage, they receive up to two follow-ups spaced several days apart. Each reminder is conditioned to avoid over-sending and only reaches those who are still eligible to leave a review. This setup gives Thread a scalable way to collect high-quality reviews while maintaining a polished post-purchase experience. It also unlocks more customer feedback, which feeds into future messaging, product development, and social proof. Their highest-performing Okendo journey drives a 14% CTR and a 29% CVR, helping unlock valuable UGC while maintaining a polished brand experience.

By investing in these integrations and aligning them to key moments in the customer lifecycle, Thread has turned operational touchpoints into brand-building opportunities, without adding complexity to their internal workflows.

The results

• 1511x SMS ROI (+326% YoY)
  
  
• +120% YoY increase in SMS revenue
  
  
• +107% YoY increase in email revenue

What’s next

Thread is focused on optimizing their email strategy even further: looking closely at journeys, AI Pro usage, segmentation, sign-up flows, and design. With support from Attentive and Nomadd Marketing, they’re continuing to evolve their programs based on real-time insights and subscriber behavior.

“While the service/ESP itself has been more than smooth and easy to use, the Attentive team themselves have been great to collaborate with. With their quick responses and useful resources, they have been able to help with many concerns or projects.”
- Jose Hingada, Digital Marketing Manager, Nomadd Marketing