Case Study: Nespresso scales premium SMS growth with Attentive

Nespresso grows net SMS subscribers 191% with Attentive

Nespresso, a global coffee brand, partnered with Attentive to scale its premium SMS program. The challenge was to grow its subscriber base while keeping engagement strong across frequent promotions and product launches. Nespresso needed to maintain a consistent, elevated brand voice, use smarter targeting to align with a consumable product's purchase cycle, and ensure messages remained relevant to avoid subscriber fatigue.

Attentive implemented a strategy featuring always-on acquisition across varied sign-up experiences, AI-powered purchaser suppression to respect buying timing, and cultural moment marketing. This approach allowed Nespresso to drive repeat capsule demand with a premium voice. The results for Attentive and Nespresso were significant, including a 32% YoY growth in net SMS subscribers and a 191% growth in subscribers since 2024. The program also achieved a 34% same-day click conversion rate, demonstrating high engagement and effective targeting.

Nespresso