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The Cozy Earth<\/strong> brand aims to exude what its name implies \u2014 coziness. According to Chief Marketing Officer George Davis, the brand\u2019s positioning \u201cis rooted in premium quality, comfort and sustainability, elevating everyday moments from 5 p.m. to 9 a.m., when people unwind, recharge and find peace at home.\u201d<\/p>\n Whether it be bedding, bath towels or a new jogger set, Cozy Earth\u2019s products aim to create \u201ca sense of sanctuary \u2014 luxurious, ultra-soft products that enhance the best part of your day,\u201d Davis explained in an interview with Retail TouchPoints<\/em>. Because it\u2019s relatively easy to communicate this brand ethos through rich product page descriptions, photography and video, the brand leans heavily on strong visual creative to reinforce storytelling through its ecommerce site and social channels. However, doing so via more competitive and space-constrained touch points, like email or SMS, is a bit more challenging.<\/p>\n That is why Cozy Earth has adopted more direct touch points with founder Tyler Howells and more data-driven marketing: to help consumers \u201cfeel personally connected to the person behind the brand,\u201d according to Davis. This personalized approach, powered and amplified by Attentive technology, \u201cis now woven into both email and SMS communications.\u201d<\/p>\n During the pandemic\u2019s peak in 2020, Cozy Earth saw an opportunity to ramp up its digital marketing efforts and drive both acquisition and growth. However, like many brands, it also <\/em>found that traditional channels were getting more crowded \u2014 and expensive. The Cozy Earth marketing team sought a direct, personalized way to reach and serve customers across channels<\/strong> that aligned with the various buying journeys shoppers could embark on with its different product lines.<\/p>\n While most Cozy Earth buying journeys are highly considered, impulse purchases also occur. That is why the brand has had to develop a well-rounded marketing strategy that includes:<\/p>\n Attentive \u201chas been instrumental in helping us scale without losing the personal touch,\u201d Davis said. \u201cTheir advanced segmentation, AI-driven insights and automation have allowed us to grow revenue while strengthening customer relationships \u2014 a balance that\u2019s critical to Cozy Earth\u2019s long-term success.\u201d<\/p>\n Both SMS and email are integral to Cozy Earth\u2019s marketing strategy. Taking a \u201ccohesive approach,\u201d where these channels complement, rather than compete, has helped the brand balance acquisition, engagement and retention while delivering the right message, at the right time, through the right channel.<\/p>\n Historically, the brand used Klaviyo for email and Attentive for SMS. However, this led to reporting gaps that prevented the team from fully seeing (and capitalizing on) what was working. Bringing both channels into Attentive has helped streamline measurement, reduce errors<\/strong> and improve flow performance<\/strong>. \u201cThis integration allows SMS and email to complement each other more effectively, ensuring customers receive the right message at the right time through the right channel,\u201d Davis explained.<\/p>\n With every campaign, even every message, Cozy Earth has been able to understand and leverage the distinct nuances and storytelling benefits of both SMS and email. For example, SMS is a \u201chigh-intent, immediate-action channel,\u201d Davis said, \u201cso our messages are concise and direct, with a conversational tone to drive engagement.\u201d<\/p>\n SMS messages \u2014 which are typically tailored for new and returning customers, as well as for VIPs and dormant subscribers \u2014 are optimal for highlighting unique product selling points, re-engaging with past customers <\/strong>and sending proactive messaging <\/strong>to re-engage customers who have not purchased in a while, Davis explained.<\/p>\n However, emails offer a richer canvas for deeper storytelling, education and brand-building. This is why Cozy Earth taps longer-form content, visuals and dynamic product recommendations to support welcome and nurture email sequences, cart and browse abandonment flows, post-purchase engagement emails and win-back\/loyalty campaigns. Regardless of where customers are in their browsing and buying journeys, Cozy Earth uses data to paint a detailed picture that educates, inspires and converts. \u00a0<\/p>\n As Cozy Earth has adopted more personalized SMS and email strategies, data has been central to refining and optimizing messaging, creative, send times and more.<\/p>\n Before each month begins, Cozy Earth establishes an A\/B testing plan that supports its \u201ccontinuous optimization strategy,\u201d Davis explained. The brand establishes \u201cclear objectives and key learnings we aim to uncover, then we regularly test multiple flows, welcome offers and campaign elements to refine our approach and drive better engagement.\u201d<\/p>\n Davis noted that Attentive has streamlined this testing process, \u201cmaking it easy to execute, measure and iterate on tests, allowing us to make data-driven improvements with confidence,\u201d he said. \u201cAttentive\u2019s data insights have helped us refine everything from SMS timing to abandoned cart strategies, leading to higher conversion rates and better customer retention.\u201d<\/p>\n Cozy Earth is further optimizing its marketing efforts using tools like Send Time AI and Audience AI. In particular, Audience AI has been a game-changer for the brand, helping identify and retarget<\/strong> high-intent shoppers; personalize recommendations<\/strong> based on browsing behaviors; and optimize frequency <\/strong>based on engagement scores.<\/p>\n As Cozy Earth has evolved and expanded into new product categories and collections, Attentive\u2019s personalization capabilities have helped the brand boost basket size and encouraged customers to venture into new areas of the portfolio. While smart recommendations are delivered based on past purchases, driving cross-sells and upsells, Cozy Earth also sends replenishment reminders that \u201cnudge\u201d customers when they might need new bedding or loungewear.<\/p>\n These tactics, combined with ongoing category education, introduce customers to new collections in relevant yet engaging ways. \u201cLooking ahead, we\u2019ll continue to leverage these capabilities to create a more intuitive, service-driven experience,\u201d Davis explained, one that ties in with Cozy Earth\u2019s \u201cwhite-glove approach\u201d and \u201censures our customers feel valued from their first interaction through post-purchase support.\u201d<\/p>\n<\/p><\/div>\nEnriching and Accelerating the Cozy Earth Buying Journey<\/strong><\/h3>\n
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Orchestrating SMS and Email for Maximum Impact<\/strong><\/h3>\n
Taking a Data-Driven Approach to Growth<\/strong><\/h3>\n
Driving Cross-Sells Across the Cozy Earth Portfolio<\/strong><\/h3>\n