Case Study: Thread boosts SMS and email performance with Attentive

How Thread Unlocks Smarter Segmentation and Stronger Results for SMS & Email with Attentive

Thread, the accessories brand known for expressive, minimalist carry goods, was already using Attentive for SMS and later email, but needed a smarter way to scale performance. Working with Attentive and its agency partner Nomadd Marketing, Thread wanted to improve segmentation, timing, and targeting across the lifecycle while better reaching Gen Z shoppers who value travel, self-expression, and intentional design.

Attentive helped Thread use AI Pro tools like Audiences AI, Identity AI, and Send Time AI, along with integrations such as Malomo and Okendo, to drive more relevant campaigns and post-purchase experiences. The results were strong: 1511x SMS ROI, a 326% YoY increase in SMS revenue, a 107% YoY increase in email revenue, and a 40% lift in CVR on Audiences AI campaigns, plus meaningful gains in subscribers, revenue, CTR, and abandonment performance.

Thread