Yotpo exiting email and SMS business

Yotpo is an e-commerce marketing platform that focuses on helping businesses with customer retention and growth. They offer user-generated content (reviews, photos, etc.), loyalty and referral programs, and subscriptions, integrated email and SMS marketing platform is (well, was) a core component of their platform.

Shutting Down by the end of 2025

On Tuesday, August 5th, Yotpo CEO Tomer Tagrin, announced that the company will be exiting the email and SMS business, noting that they intend to sunset their native email and SMS omnichannel marketing capabilities by the end of 2025.

The company also announced plans to help streamline transition for customers, either to Attentive or Omnisend.

CTECH by Calcalist notes that Yotpo is laying off "about 200" employees, about a third of their global workforce.

Yotpo's initial steps into the space started with their acquisition of SMSBump in January 2020. The company then fully integrated the SMSBump technology into its platform, and the combined "Yotpo SMS & Email" offering was launched in May 2023.

A lot of fine folks work on the email and SMS platforms that Yotpo is winding down; I wish them all the best and I'm sorry to hear of this shutdown.

Affected Clients: Transition Quickly

As a lot of reatilers are right on the verge of starting to prepare for the BFCM (Black Friday/Cyber Monday)/end of year holiday marketing season, this likely leaves a short window for those existing customers to move to a new email marketing platform, get everything implemented, and dare I say, have time to plan strategy, migrate data, and be able to warm up IPs and domains. 

For those utilizing Yotpo to send marketing email today, I recommend moving quickly to make a firm selection for a new marketing platform and start that transition process as quickly as possible, to give you as much lead time as possible, so that you can be in as good a position as can be, come November and December.

August 6 Update: Klaviyo has posted a help article intended to help Yotpo users migrate to Klaviyo. Find more details here.