# Mailchimp Email and SMS: 142x ROI on SMS | OVERTOP [Home](/)›[Success stories](/success-stories/)›[Mailchimp](/success-stories/mailchimp/)›Gymwrap Mailchimp success story · Fitness accessories e-commerce brand # How a fitness accessories brand earned 142x ROI on its first SMS campaign by putting email and text in one place. Gymwrap ran email on Mailchimp and SMS somewhere else, so it could not see which customers preferred which channel. Moving text messages onto Mailchimp, tested head to head with the old provider, settled the question. BusinessGymwrap MarketCalifornia, United States GoalProve SMS adds revenue on top of email ## The results. Revenue per recipient was $0.587 on Mailchimp SMS against $0.119 with the previous provider, using identical creative. - **142x**ROI on its first full SMS campaign - **5x**higher revenue per message than its previous SMS provider - **30%**of total attributed revenue from Mailchimp Head-to-head test from Black Friday through Cyber Monday; both lists were people who had shown interest in the brand. Figures as reported in the story; Mailchimp does not publish how they were measured. ## The challenge. Gymwrap makes headbands that stay put during workouts. Its year is decided in January, February and March, when New Year’s resolutions drive the biggest sales, and a lean team manages more than 139,000 subscribers. Email lived on Mailchimp and SMS lived with another provider. With the data split, the team could not tell whether a customer who ignored email would answer a text, or whether SMS was adding revenue or just splitting it with email. - **Run a fair test**Same creative, two SMS providers, Black Friday to Cyber Monday. - **Consolidate**Email and SMS on one platform with Shopify data. - **Rebuild the flows**Cart, welcome and re-engagement on live store data. - **Reach the right channel**Email for some customers, text for others. ## What they did. SMS marketing · Email · Shopify integration · Automation flows A fair test firstFrom Black Friday through Cyber Monday, identical creative ran through Mailchimp SMS and the existing provider, to see which one actually earned more.Email and SMS togetherAfter the test, SMS moved to [Mailchimp](https://mailchimp.com/solutions/sms-marketing-tools/), connected with email and the [Shopify integration](https://mailchimp.com/integrations/shopify-mailchimp/) for one view of every customer.Flows on live store dataAbandoned cart, welcome and re-engagement [flows](https://mailchimp.com/features/automations/marketing-automation-flows/) were rebuilt to run on real-time Shopify data.Customers reached where they respondInstead of archiving people who stopped opening emails, the team could see who preferred text and reach them there. ## Why it worked. Our read on the decisions behind the numbers, and what any business can take from them. Test before you switchRunning the same creative through both providers at the same time proved the difference came from the platform, not the offer.One view of the customerWith email, SMS and store data together, an inactive email subscriber became an active SMS buyer instead of a lost customer.Automation runs at peak seasonFlows kept selling during the busiest three months without adding campaign work for a small team.Fewer tools, less wasteConsolidating removed $100 a month in duplicate fees, and more importantly gave the team one source of truth. ## How we would run this play for your business. You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our [mailchimp email marketing](/mailchimp/). Prove incrementalityWe test SMS against email-only before scaling it, so you know text is adding revenue, not moving it around.Plan your peak seasonWhether your rush is January or December, the flows, offers and send calendar are ready weeks ahead.Respect the channelText is personal. We keep SMS for moments that matter, with clear consent and easy opt-out.Fill the top of the funnel[Meta ads](/meta-ads/) and [Google Shopping ads](/google-ads/) bring new shoppers in; email and SMS turn them into repeat buyers. ## Who this play fits. You do not have to be a fitness accessories e-commerce brand to use the same approach. It is a strong fit for: - Online stores on Shopify - Fitness and apparel brands - Brands with a strong peak season - Businesses using a separate SMS tool - Celebrity and creator-led brands - Any store with repeat purchases ## Want results like these? Tell us about your business and your goals. We will show you where Mailchimp can bring you customers, and what it would take. [Start growing with Mailchimp](#audit) [Or call (704) 237-0707 ›](tel:7042370707) [See how we run Mailchimp for our clients ›](/mailchimp/) ## More Mailchimp success stories. - [ Fashion and apparel **4.4X** higher revenue ### Steve Madden Read the story › ](/success-stories/meta-ads/steve-madden/) - [ Fashion and apparel **99%** lift in organic search traffic ### Underneat Read the story › ](/success-stories/meta-ads/underneat/) - [ Fashion and apparel **25%** lift in return on ad spend ### Clarks Read the story › ](/success-stories/microsoft-ads/clarks/) [See all Mailchimp success stories ›](/success-stories/mailchimp/) Results as published by Intuit Mailchimp in its Gymwrap customer story (March 2026). Results for other businesses will differ. Analysis by Victor Bubuioc, MBA, Digital Performance and Growth Expert, published October 10, 2026.