Yotpo recently announced that it’s stepping away from its Email and SMS marketing services. As part of this change, the company is transferring much of its SMS and email customer base to Attentive: a move reportedly valued in the tens of millions. While exact terms haven’t been fully disclosed, industry reports suggest this is one of the most significant realignments in the retention marketing space in recent years.
For brands currently using Yotpo for SMS or email, this shift raises important questions. What does this mean for your existing campaigns? Will your data be migrated automatically? Will you need to re-strategize your retention plan? While not every detail is public, Yotpo has stated that its email and SMS services will sunset over the coming months. Attentive’s tools will be integrated into Yotpo’s platform, and many customers are expected to transition as part of the deal.
What It Means for Your Brand
- If you’re using Yotpo for Email or SMS, expect communication soon from both Yotpo and Attentive outlining migration plans and next steps.
- If your brand uses Yotpo Reviews, Loyalty, or AI tools, you’re not directly impacted. These remain core to Yotpo’s future roadmap.
Why This Change Matters
Yotpo recognized that competing in SMS and email requires deep, ongoing investment and scale: areas where Attentive is a market leader. Rather than continuing to divide resources, Yotpo chose to partner with the category leader to ensure its customers continue to have access to high-performance, enterprise-grade messaging tools.
Attentive secured this partnership through a competitive pitch process. Factors such as Attentive’s robust AI-powered marketing platform, proven migration capabilities, significant customer overlap with Yotpo, and status as a Shopify Premier Partner helped distinguish it from other contenders.
This collaboration validates Attentive’s leadership in the SMS and email space. By combining Yotpo’s strengths in loyalty and reviews with Attentive’s best-in-class messaging tools, ecommerce brands gain a more integrated, future-ready retention marketing stack.
Under this strategic partnership, merchants will be able to migrate smoothly from Yotpo SMS and Email to Attentive, while continuing to use Yotpo’s Reviews, Loyalty & Referrals, and Visual UGC tools through native integration. This alignment ensures minimal disruption while enabling enhanced performance through connected platforms.
This transition reflects a broader trend toward specialization. Yotpo is sharpening its focus on AI-driven Reviews and Loyalty, areas where it already has significant traction. Meanwhile, Attentive is doubling down on its leadership in SMS and email by expanding its customer base and deepening its market presence.
For marketers, this could be a positive development. Brands now have the opportunity to work with best-in-class tools on both sides—Yotpo for loyalty and reviews, and Attentive for owned channel messaging.
Logical Position’s Role
As one of Attentive’s top agency partners, Logical Position is uniquely positioned to help brands make the most of this transition. Whether you’re moving over from Yotpo or just rethinking your SMS/email strategy, our team is ready to guide the way.
How We Can Help
- Migration guidance: From onboarding and account setup to list migration and compliance checks
- Retention strategy alignment: Connecting the dots between SMS/email and Yotpo Reviews/Loyalty for a full-funnel approach
- Campaign support: Auditing and optimizing flows like welcome emails, cart recovery, post-purchase journeys, and VIP segmentation
Quick Snapshot
| Area | Detail |
|---|---|
| What’s Happening | Yotpo is winding down SMS and Email; customers are being moved to Attentive |
| Yotpo’s New Focus | Reviews and Loyalty remain core |
| Attentive’s Opportunity | Growing platform reach and product adoption |
| Logical Position’s Support | Migration, strategy, and optimization |
This shift is more than a vendor change: it’s an opportunity to refine your retention marketing stack for better performance, stronger integration, and long-term growth.
If your brand is impacted, or you’re just exploring what’s next in email and SMS, we’re here to help.
