If you are reading this, chances are you might be one of the thousands of e-commerce brands that woke up to some seriously frustrating news this week. Yotpo is shutting down its email and SMS products, not scaling back, not pivoting, that’s right, shutting completely down.
It’s a huge shift, especially for the many brands that relied on them for flows, promos, retention journeys, and more.
While this is frustrating for users, our first thoughts go out to the teams and real people clearing out their desks, updating their LinkedIn profiles and wondering what comes next. The company just laid off 200 employees, that’s 34% of their global workforce. And while CEO Tomer Tagrin called it “a painful but necessary process”, it’s never easy to see something you’ve built and been a part of being phased out, especially in a space as fast-moving as e-commerce!
What’s next for Yotpo users?
As part of this restructuring, Yotpo is shutting down its Email and SMS marketing operations, selling the customer base to the U.S. marketing platform Attentive.
If you don’t want to be part of Attentive or Omnisend, you’ve got until December 2025 to make a move. That might sound like plenty of time, but Q4 is coming, and the last thing you want is to be migrating platforms during your busiest season.
The brands that get ahead of this now will have their pick of platforms, better migration support, and time to optimise before the holidays.
If you decide to wait, you’ll be competing for migration resources with thousands of other brands all trying to move at once.
Immediate actions to protect your email & SMS strategy
1. Assess the Damage: Brands need to audit everything tied to Yotpo’s Email & SMS — welcome flows, winback campaigns, promos, cart abandonment, and retention journeys. Anything automated or performance-driving must be accounted for.
Helpful Resource: How to do a CRM/ESP Audit
2. Choose a New Platform (Fast): Whether it’s Klaviyo, Bloomreach, DotDigital, or another player, brands need to lock in their next provider quickly to avoid disruptions, especially with Q4 looming.
Helpful Resource: How to Choose The Best CRM/ESP Platform
3. Migrate Smart: This isn’t just about copying templates. It’s about transferring data, segment logic, triggers, performance tracking, and deliverability best practices. You’ll need experts (like us) to do it cleanly and quickly.
Helpful Resource: CRM Migration Checklist to Success
Looking for an alternative solution?
The past few months have been our busiest for inbound inquiries. And it’s not just because of the Yotpo news, it’s because brands are realising they need platforms built specifically for retention marketing, not as an afterthought to reviews and loyalty.
If you’re one of the many brands now looking for a new solution, we’re here to help.
We’ve helped clients of all sizes, such as GoHenry, migrate platforms with minimal downtime and no data loss, including email, SMS, automation flows, customer journeys, and segmentation. Whether you’re looking for a like-for-like setup or a complete upgrade, get in touch. We look forward to hearing from you!
