How Noted Aromas Turned Customer Demand Into a 30%+ CRM Revenue Engine With Attentive

From ad hoc CRM to a 30%+ site revenue driver

Noted Aromas did not have a demand problem.

Customers were discovering the brand, engaging with its social content, and coming back to buy again. The opportunity was turning that demand into a connected lifecycle strategy that could scale.

Before Attentive, email, SMS, and segmentation were not being used to their full potential. CRM was more ad hoc than strategic, with limited automation and little differentiation between customer types. Shoppers at very different stages of the journey were often treated the same.

That created a clear opportunity. Noted Aromas did not need to send more for the sake of sending more. The team needed a smarter system that could recognize intent, respond to behavior, and help turn first-time interest into repeat purchase.

As the brand scaled, that need became even more important. Customers were moving across paid, organic social, search, email, SMS, and the website before making a purchase. Noted Aromas needed those touchpoints to work together, so every interaction made the next one more relevant.

“As we’ve scaled, the biggest shift has been the level of complexity in performance. There are more channels, more touchpoints, and it’s much harder to cut through, so it’s no longer just about driving traffic. It’s about reaching the right customer, at the right time, in the right way.”
- Jake Heath, eCommerce Director, eComplete Group

With Attentive, CRM became a performance channel in its own right. Today, it contributes more than 30% of total site revenue, supported by automated journeys, smarter segmentation, and connected email and SMS programs.

Building journeys around what shoppers actually do

Noted Aromas rebuilt CRM around customer behavior.

Instead of using email as a broad broadcast channel, the team created lifecycle journeys across browse abandonment, cart recovery, post-purchase, and win-back. Segmentation helped the brand treat VIPs, repeat buyers, one-time buyers, and high-intent shoppers differently.

That shift mattered. A shopper discovering Noted Aromas for the first time should not receive the same experience as a returning customer ready to replenish. Someone browsing fragrance bundles may need a different message than someone who just abandoned checkout. A repeat buyer may be ready for a cross-sell, while a new subscriber may still need education, confidence, and a reason to purchase.

Attentive helped Noted Aromas turn those differences into action.

“Since moving across to Attentive, we’ve been able to build out a proper lifecycle strategy. We’ve got behavioural triggers running across browse abandonment, cart recovery, post-purchase, and win-back. We’ve layered in segmentation so VIPs get treated differently to one-time buyers. And critically, we’ve got SMS and email working together as one channel rather than operating in silos.”
- Jake Heath, eCommerce Director, eComplete Group

The result was a CRM program built to support the full customer relationship. Welcome journeys helped convert new subscribers. Abandonment journeys helped recover shoppers showing intent. Post-purchase and win-back strategies helped keep customers engaged after the first order.

CRM became less of a send calendar and more of a connected system for growing, converting, and retaining Noted Aromas’ audience.

Turning social demand into owned-channel revenue

Noted Aromas’ growth is closely tied to its brand world.

Organic social helps the team build familiarity, personality, and cultural relevance, while paid remains a core acquisition engine. But customers rarely move from first impression to purchase in one step. They move across social, search, the website, email, and SMS before converting.

That made email and SMS essential to the broader growth strategy. CRM gave Noted Aromas a way to turn attention from paid and social into more personalized moments that could convert, re-engage, and retain shoppers.

“Paid is still our primary acquisition engine, but email and SMS are critical in helping us convert, re-engage and retain customers once they’re in that journey.”
- Jake Heath, eCommerce Director, eComplete Group

With Attentive, those touchpoints became more connected. A new subscriber could enter a tailored welcome flow. A shopper browsing fragrance bundles could receive a timely nudge. A repeat buyer could be treated differently than someone discovering the brand for the first time.

That distinction matters in fragrance, where purchase intent can look different from shopper to shopper. The stronger the signal, the more useful the next message can become.

Making the welcome moment Noted Aromas’ strongest SMS engine

SMS quickly became one of the clearest proof points in Noted Aromas’ lifecycle transformation.

Across the full performance window, triggered SMS revenue was 2.4x higher than SMS campaign revenue, despite using only 24% of total sends. SMS journeys delivered 70% of total SMS-attributed revenue, showing that Noted Aromas’ strongest SMS performance came from behavior-based automation rather than broad campaign volume.

The SMS Welcome Journey became the standout.

It delivered a 77.9x ROI, the highest ROI of any SMS journey trigger, with a 39% CVR, more than 3x the journey average. It also achieved a 23% CTR, more than 4x the journey average.

For Noted Aromas, the welcome moment is especially valuable. New subscribers are actively raising their hand, often after coming from paid or social. They are curious about the brand, considering their first scent, and open to guidance.

Attentive helped the team make that moment more effective by turning new sign-ups into a structured path toward purchase. Instead of relying on one generic first message, Noted Aromas could use SMS to introduce the brand, support scent discovery, and move high-intent shoppers toward conversion while interest was still fresh.

Using triggered email to convert shoppers with higher intent

Email became a major part of the lifecycle story as well.

Noted Aromas’ email journeys converted at 20%, compared to 8% for campaigns, making journey CVR 153% higher than campaign CVR. Journey unique click rate also outperformed campaign click rate by 247%.

That performance reinforces the value of triggered, behavior-based messaging. Campaigns still played an important role in broad promotional moments, but journeys were more efficient because they responded to actual customer behavior.

The strongest email journey proof point came from the AIG Welcome flow. The main AIG Welcome Email 1 drove a 48% click rate and 32% CVR, making it Noted Aromas’ single biggest email journey revenue line.

The takeaway was clear: Noted Aromas was not simply automating more messages. The team was building automations around the right moments.

A shopper joining the list, browsing a product, abandoning a cart, or returning after purchase should not receive the same experience as everyone else. Attentive gave Noted Aromas the foundation to make those moments more targeted, more timely, and more effective.

Scaling smarter decisions with Attentive AI

Noted Aromas’ approach to AI was practical from the start.

The team did not view AI as a replacement for strategy, creative direction, or human decision-making. They focused on two clear use cases: reducing manual effort and unlocking commercial lift that would be difficult to achieve manually.

“When people ask me how we’re using AI in marketing, I split it into two buckets. Either it takes manual load off the team, or it unlocks a commercial lift we can’t get manually. If it doesn’t do one of those, we don’t bother.”
- Jake Heath, eCommerce Director, eComplete Group

That mindset made AI Grow a natural fit for list growth.

Instead of showing every visitor the same static sign-up experience, AI Grow dynamically served the best-converting creative, offer, and form flow for each shopper. Since launch, the team saw a 30% lift in SMS subscribers, a 19% lift in email subscribers, and a 38% revenue uplift through the sign-up journey.

That lift matters because list growth compounds. Every additional high-quality subscriber creates more opportunity downstream across welcome, browse abandonment, cart recovery, win-back, and repeat purchase journeys.

“The reason I care about this one is that list growth compounds. A 30% uplift at the top of funnel feeds welcome, browse abandon, winback, every flow downstream, for months. It’s not a one-off lift. It’s a permanent step-change in how fast we’re building the list.”
- Jake Heath, eCommerce Director, eComplete Group

AI Pro gave Noted Aromas another layer of optimization, especially for campaign sends. The team used AI to optimize send time and audience selection at the subscriber level, supporting fewer, smarter sends instead of defaulting to full-list blasts.

That approach showed up in campaign performance. SMS Audiences AI drove a 40% revenue lift on Inclusions across the full trial window, with a 78% lift in January 2026 and a 262% lift on the Blue Monday 25% Off campaign, the best individual campaign in the dataset. It also expanded campaign reach by 42% through AI-targeted sends.

Send Time AI also showed early promise. In the one SMS A/B test provided, Send Time AI delivered an 8% CVR lift and a 13% revenue lift.

For Noted Aromas, AI was most powerful when it made the existing strategy sharper. It helped the team grow their audience faster, optimize campaign timing, identify stronger audience opportunities, and drive more value without adding more manual work.

Recognizing more shoppers while intent is still fresh

Identity AI added another important layer to the Noted Aromas lifecycle strategy.

Attentive’s Identity layer helps recognize who is visiting a brand’s site and connect that behavior to a real customer profile. That recognition is what makes it possible to send more relevant messages when a shopper is actively browsing, adding to cart, or showing purchase intent.

For Noted Aromas, that mattered most across abandonment and welcome journeys.

SMS Identity AI drove a 14% revenue lift across the Abandon Journey trial, with a 47% lift during the week of April 27, 2026 and a 34% lift during the week of April 20, 2026. Product View journeys were the strongest trigger type, with a 15% lift.

Email Identity AI also drove meaningful impact across abandonment. It delivered a 13% revenue lift across the trial, with Product View performing as the strongest trigger type at 13% lift and AI identifying 16% incremental sends.

The welcome journey saw additional gains from Enhanced Tag as well. SMS Identity AI supported a 4% SMS list growth lift, while Email Identity AI delivered a 7% revenue lift on the email welcome series.

For Noted Aromas, Identity AI helped close the gap between customer interest and customer action. More recognized shoppers meant more opportunities to trigger relevant journeys while intent was still active.

The result: a lifecycle engine that keeps compounding

Noted Aromas did more than improve a few campaigns. The team built a lifecycle engine that compounds over time.

AI Grow helps capture more subscribers at the top of the funnel. Identity AI helps recognize more shoppers when they return. Email and SMS journeys respond to behavior in real time. AI Pro helps optimize audience selection and timing, so campaigns can become more targeted without adding more manual work.

For Noted Aromas, CRM is no longer a supporting channel. It is a connected growth engine that captures demand, recognizes intent, and turns more customer moments into measurable performance.

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