Building a marketing program that fuels subscriber growth, delivers hyper-personalized experiences, and generates record-breaking ROI.

Reaching target audiences with multi-channel experiences

When Jaded London partnered with Attentive in July 2023, the team had clear objectives: scale their subscriber base from scratch, leverage segmentation to deliver relevance at scale, and drive incremental revenue. They also needed a way to engage Gen Z where they are most active, on their phones. 

The team found the platform intuitive and especially helpful during busy periods, with clear reporting that showed key figures, trends over time, and valuable win-back insights all in one place.

As a brand that has never been afraid to do things differently, they worked with Attentive to make SMS a key part of their cohesive, multi-channel customer experience. This drove subscriber growth, enhanced loyalty, and delivered exceptional revenue results across the UK, US, and Australia.

“SMS is such a personal channel. We wanted our subscribers to feel like insiders—to be the first to know about new collections, exclusive launches, and special offers. That level of connection isn’t possible through email alone.”
- Aliya Dautova, CRM and Ecommerce Manager, Jaded London

3.6x list growth using value-driven sign-up strategies

To set the foundation, Jaded London launched site pop-ups offering exclusive discounts to customers who subscribed to both email and SMS. The team found these sign-up units easy to set up and customized them for key moments, such as product launches and seasonal events. For example, ahead of their London pop-up, a themed sign-up unit with the event information drove a 4% email sign-up rate and a 2% SMS sign-up rate.

Attentive's patented two-tap mobile technology further reduced friction by eliminating the need for customers to manually enter their phone numbers, cutting drop-off rates and driving higher engagement.

The strategy resonated immediately. In just one year, Jaded London grew its SMS list by 3.6x, expanding from 24,000 to 85,000 engaged subscribers in the UK alone.

Personalization powered by data, integrations, and AI

Personalization has been at the heart of Jaded London’s growth. Their segmentation strategy is built around key categories like womenswear, menswear, customer, and prospect. They also prioritize their most engaged and active customers to optimize marketing spend. 

By integrating Attentive with Shopify, Swym, and LoyaltyLion, they enhance segmentation using data such as purchase behavior, product views, basket value, and loyalty status. This enables them to deliver highly targeted campaigns, including full-price Black Friday Cyber Monday (BFCM) strategies tailored for non-discount shoppers. 

These sophisticated approaches paid off. Their back-in-stock journey achieved a 13% CTR, while checkout and cart abandonment messages for BFCM drove 8% click-through rates.

To further refine their segmentation, Jaded London used Attentive’s AI Pro suite. With Audiences AI identifying high-value subscribers, adding them to pre-built segments, and excluding low-intent audiences, SMS campaign revenue increased by 59% while reducing wasted spend. Identity AI helped the brand match more users and scale automated messages, resulting in a 21% increase in revenue. Overall, AI Pro delivered an impressive 22% incremental revenue uplift across the UK and US, achieving a 138x ROI in the US market and significant cost savings across all regions.

“AI Pro has been a game changer for us; it’s like having an extra team member analyzing our data and making sure every message goes to the right customer. ”
- Aliya Dautova, CRM and Ecommerce Manager, Jaded London

Driving loyalty and retention

As Jaded London's partnership with Attentive matured, it quickly became a cornerstone of their loyalty strategy. Messages announcing early access to new collections, collaborations, and product drops consistently generated the highest click-through rates and boosted retention, underscoring SMS as a true VIP channel. Unlike email, which excels at storytelling and broader updates, SMS proved especially effective for time-sensitive communications, ensuring that their most engaged customers were always the first to know and shop. An example of this would be when the brand prioritized early access for SMS subscribers during BFCM. These VIP experiences not only fueled engagement but also helped Jaded London overachieve revenue targets over the past two holiday seasons.

Beyond these campaigns, stock-related notifications, seasonal messages, and sale announcements also drove strong engagement by making subscribers feel like insiders.

Jaded London also utilizes LoyaltyLion to operate a tiered loyalty program that encourages repeat purchases by allowing customers to earn and redeem points. Their loyalty tiers, ranging from 1 to 4, are based on customer spend, with tier 4 members receiving more frequent communications due to their high level of engagement.

Journeys powered by LoyaltyLion reminded VIP subscribers when they were close to unlocking rewards, had points to redeem, or were approaching a tier upgrade. These personalized messages achieved a 15% CTR and an ROI of 71x.

Setting up the LoyaltyLion integration with Attentive was seamless, and because it’s event-based, the team was able to trigger timely, relevant messages. For example, retargeting subscribers who hadn’t purchased in 90 days with a personalized message and 10% discount led to a 160x ROI in the US and a 43x ROI in the UK.

“SMS is one of our best-performing channels for ROI. It gives us a direct line to our most loyal customers.”
- Aliya Dautova, CRM and Ecommerce Manager, Jaded London

Transforming performance across channels

Since partnering with Attentive, Jaded London has seen exceptional results across every market. Journeys alone generated $3.6 million in revenue and delivered an extraordinary 188x ROI. These journeys also achieved an average CVR of 85%, proving the power of timely, personalized communications.

“Automations are incredibly powerful for us. They work in the background to drive growth while freeing up our team to focus on strategy.”
- Aliya Dautova, CRM and Ecommerce Manager, Jaded London

Their campaigns have been equally impactful, driving a 6x ROI across all regions. All together, Jaded London’s SMS program has delivered a remarkable 25x ROI since its launch, firmly establishing Attentive as one of their most profitable marketing platforms.

The brand also strengthened customer relationships and loyalty. Over 28% of SMS subscribers have made two or more purchases since joining their program. By adopting a 360° approach that combines email, SMS, and push notifications, Jaded London increased their retention rate from 35% to 41%, highlighting the long-term value of a cohesive, multi-channel strategy.