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How Apparel Brands Use Triple Whale & Yotpo to Scale

How Apparel Brands Use Triple Whale & Yotpo to Scale


It can be difficult for any ecommerce store to grab a customer’s attention in this fast-paced, blink-and-you-miss-it kind of world. Apparel stores face an even higher level of competition, with staggering growth in the industry potentially reaching $1.79 trillion in revenue in 2024

In 2023, 18.3% of all ecommerce retail sales in the USA were in the Apparel & Accessories category, and it is only expected to grow. While some of the largest apparel brands, like Nike, didn’t reach a $31 billion brand value overnight, many apparel brands that started direct to consumer (DTC) have managed to make a name for themselves by utilizing the most current tools and tactics to reach a high level of success.

As an apparel brand in 2024, it’s essential to be proactive to obtain your slice of the pie, and one way to do that is to add SMS/Email Marketing tactics to your arsenal. 

In this article, we’ll discuss why SMS/Email campaigns are essential for scaling Apparel brands, examples of the types of messages/campaigns that drive sales, and how a Yotpo x Triple Whale integration can empower you with a bird’s eye view of your data, to make better decisions.

$1M+ Apparel Brands Spent a TON on nCAC in 2023

While a lot of ecommerce sales in 2023 were from apparel brands, this also means brands spent a lot of money on advertising. In our retrospective analysis of how Triple Whale brands advertised in 2023 (see: The Dive 2023), we took a look at blended ad spend across Meta, Google, and TikTok and broke it down by industry and by metric. It’s clear that apparel and fashion brands pulling over $1M in sales are spending a lot of money to acquire new customers. 

In fact, new customer orders accounted for 53.53% of orders in the Clothing category and 62.33% of all orders in Fashion Accessories. 

With CPM on the rise ($7.55), CTR coming through around 1.29%, and CPA coming in hot ($15.82 for Clothing, $24.63 for Fashion Accessories), it seems like it’s more expensive than ever to try to land a customer. 

But, we’re not going to be negative about those numbers. What we see is opportunity

Because all of the new customers apparel brands spend tons of dollars to acquire are the perfect candidates for SMS/Email marketing campaigns that are personalized, meaningful, and send the right message to the right customer.

Why SMS/Email Campaigns are Non-Negotiable for Apparel Brands

In case you haven’t noticed, nearly everyone has a smartphone, and the chances are very high your target audience is looking at their device every 10 minutes. In the United States alone, there were over 307 million smartphone users in 2022, with 85% of American adults carrying them around like a lifeline. With 47% of web traffic in the USA originating from mobile devices, it’s very clear that people are comfortable browsing online versus on a desktop or laptop computer.

For several years now, DTC brands have made considerable effort to optimize their websites for mobile browsing. With the volume of sales on mobile devices expected to hit $620.97 billion by 2024, this is with good reason. A poor site design could mean the difference between a sale and an abandoned cart. As the amount of customers checking out on mobile devices continues to climb, the marketing efforts should target those customers in effective ways to meet them where they already are: staring at their phones. 

SMS/Email Messages That Help Apparel Businesses Scale 

One of the best ways to set yourself apart from the (huge amount) of competition for apparel brands is by communicating well with potential and existing customers. Yotpo is a leader in the SMS & Email marketing space, helping brands craft unbeatable SMS and email experiences for the ever-growing number of mobile shoppers. 

By creating personalized SMS campaigns and flows, Yotpo uses meaningful mobile messaging to keep customers coming back. With the ability to track every SMS and email engagement, the real-time analytics can help DTC brand owners optimize their marketing efforts for maximum results. 

Some of the ways brands can utilize Yotpo messaging flows to communicate with customers are:

  1. Exclusive offers: Using SMS messages, brands can promote offers they wouldn’t receive online or in-store, creating that feeling of exclusivity. Promoting sales with a limited duration is a great way to get buy-in for a sale. Additionally, brands can let SMS audiences know about upcoming sales or send alerts when items they were browsing are back in stock. 
  2. Abandoned cart flows: Often, customers will add items to a cart then get distracted (we’re talking about shopping on the most distracting device on the planet, here). By following up with shoppers who leave items in their cart with SMS messages featuring personalized offers for that specific item, it incentivizes the customer to complete the purchase in the moment. 
  3. Welcome flows: A new customer can choose to opt in to SMS messages, and once they do, brands can have a flow ready to receive a welcome series of messages to boost engagement and drive ROI with personalization and discount offers.  
  4. Review request messages: Some time after the order is received by the customer, brands can ask the customer how much they loved their purchase by requesting a review. It’s easier for a customer to respond to a request like this via SMS, as the barrier to respond feels less daunting than an email.  
  5. 1:1 conversations: Creating the opportunity for customers to have direct conversations with the brand will not only foster loyalty, but help the brand better understand the customer’s preferences and interests. Conversational commerce is the future of ecommerce, and two-way communication helps a brand tailor product recommendations by leveraging keyword responses. It also enables brands to stay true to their voice and connect with customers in an authentic way.   
  6. Loyalty integration: When a customer joins a brand’s loyalty program, they’re expecting communication and interaction. Brands can make loyalty program members feel involved by providing regular updates about loyalty program status and available awards.  
  7. Smart segmentation: Not every customer will respond to a message in the same way. A loyal customer requires a different approach to a marketing message than someone a brand is trying to recruit as a first-time buyer. A brand should use the sales data available to them to create segments that are useful to market to with different campaigns. 

Yotpo 🤝 Triple Whale

While Yotpo can help apparel brands craft the right message, Triple Whale can help brands segment customers to ensure messages are hitting the right target. The Triple Whale Smart Customer Data Platform is fantastic for categorizing segments of customers into Big Spenders, Engaged Customers, or Newbies that brands can target appropriately in SMS messages. As Yotpo knows, you can “wipe away that customer frown with the right message” (ie: don’t send dog promotions to cat people).  

By integrating SMS & Email metrics directly into Triple Whale, brand owners can have a comprehensive view of how their SMS and Email campaigns fit into their marketing strategy as a whole. Besides streamlining SMS & Email metrics, Triple Whale has a number of features that can help apparel brands follow in Gymshark’s footsteps: 

Affluencer Hub

The Affluencer Hub is designed to track ROI for every Influencer and Affiliate (all together now: Affluencers). The Triple Whale way to track an influencer’s impact combines exclusive discount codes, dedicated UTM tracking, and post-purchase surveys. Within the Hub, a brand can better understand the ROI of deals with said influencers, to have real data that shows their true impact. 

Customer Journeys

There’s a journey to every purchase, and understanding how customers flow through the customer journey is essential for apparel brands to drive revenue. Triple Whale’s Customer Journeys tool allows brands to see up to 10 touchpoints that lead to purchase, so brands can identify the most effective marketing channels and campaigns. 

Product Analytics

Triple Whale has a robust array of real-time KPIs for every product, right down to the variant level. This is especially helpful for apparel brands, since some products might perform exceptionally well at certain size or color variants, but not others. The Product Analytics tool helps apparel brands identify the most profitable (hero) products, so the brand can promote the most profitable products to new and existing customers. 

Summary Page

Apparel brands have a lot of moving parts, and there are very likely multiple integrations at play. Luckily, Triple Whale allows a brand to integrate seamlessly to all marketing channels like Facebook, Google Ads, TikTok, Snapchat, Pinterest, and more, so all of the important data is available in one dashboard. The Summary Page aggregates all of the important data in one place, with blended metrics across all advertising that provide a better picture for how the business is performing. 


Third-party data can’t be trusted any longer - first-party data is essential for apparel brands to have a clear picture of how customers are interacting with the website. The Pixel builds a unique, anonymous identity for each visitor and tracks their events during each session on the site, in addition to the ad the customer clicked on to bring them to the online store. This data is loaded into our proprietary attribution modeling software, where a choice of seven attribution models make it easy to understand the total impact of a brand’s marketing efforts.  

Convinced, yet? 

At a glance, the Yotpo x Triple Whale integration empowers apparel brands to: 

  • Track performance of SMS and email campaigns, including: amount of messages sent, received, and unsubscribes 
  • View important metrics like click through rate (CTR), average order rate (AOV), spend, revenue, flow revenue, and ROI
  • Filter metrics by SMS, email, campaign, or flows
  • Track metrics in Triple Pixel by utilizing Triple Whale’s first-party data, including new customer purchases, conversion value, AOV, profit, unique visitors, and more
  • Centralize all of your SMS/Email marketing metrics with other marketing efforts (like Facebook Ads, Google Ads, and TikTok ads) in the Triple Whale Dashboard


If an apparel brand wants to be the next Gymshark, Lululemon, or Fashion Nova - it must utilize SMS & Email campaigns in a smart and efficient way. With the excessive number of hours humans spend on their smartphones, it’s more common (and easier) than ever to shop directly from a smartphone. SMS & Email campaigns have the power to drive sales for apparel brands, and Yotpo SMS & Email makes it easy to reach customers on their devices with personalized, thoughtful, and conversational messaging that lands. By integrating Yotpo with Triple Whale, an apparel brand will be armed with all of the knowledge necessary to scale their revenue to the next level. 

© Triple Whale Inc.
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