How Thinx grew channel revenue by 22% with smarter segmentation

Thinx Inc. is an innovative women’s underwear brand, committed to changing the narrative around menstrual health and bladder leaks, and smashing any taboos that stand in the way. Founded in 2013, Thinx has millions of customers and subscribers that rely on Thinx for the best washable and reusable period underwear.

Thinx has three distinct brands: Thinx, Speax by Thinx, and Thinx Teens. Their customers regularly buy from all three brands and can subscribe to receive communications from all three brands. This creates a bit of complexity: when they send out emails, who should get what brand? Should some communications contain tribrand? If so, who gets the tribrand communications?

Scalero has helped Thinx with this challenge, using SQL to score each user’s affinity for each brand based on purchase behavior, email engagement, and web engagement. Not only has this made segmentation much easier, but users are now also getting brands that are the most relevant to them. Furthermore, Scalero helps with design and coding, helping Thinx more efficiently create campaigns for each brand.

The result? An increase of 22% of channel revenue.