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How Draper James Analyzes the Impact of SMS on the Customer Journey
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Elizabeth Ray
VP, Client Strategy
Attentive
Helen Nightingale
VP, E-Commerce
Draper James
Explore More Text Messaging Resources:
Key Takeaways From Attentive:
1. When shopping online, the majority of consumers primarily use mobile devices.*
2. Over 90% of consumers want to sign up for text messaging from businesses.*
3. Consumers signed up to receive texts from more brands over the past year.*
We asked, "When shopping online, which device do you use?"
We asked, "Would you sign up to receive text messages from businesses?"
We asked, "Have you signed up to receive text messages from more brands over the past year?"
4. Consumers want 1:1 personalized texts across the entire lifecycle.*
Text messages that consumers are the most interested in receiving from brands.
The bottom line:
With 99% open rates, 30%+ click-through rates, and 25x+ ROI, text messaging has quickly become a top-three marketing channel for many retail & e-commerce brands. As both consumers and brands increasingly adopt SMS as a marketing channel, the percent of digital revenue attributed to it will continue to increase year-over-year, and it will remain a top revenue channel for the brands using it.
Use the ROI calculator below to learn how much revenue your brand could drive with SMS this year.
Use the ROI calculator below to learn how much revenue your brand could drive with SMS this year.
How Draper James Analyzes the Impact of SMS on the Customer Journey
Key Takeaways From Draper James:
1. Segmenting within SMS:
Draper James has created various segments within their SMS channel based on data, including purchased during a specified sale, highly engaged, viewed a specified product page, store location, and VIP loyalty members. This strategy allows them to send the most relevant content via SMS.
2. Experimenting with conversational SMS campaigns:
During the holidays, Draper James launched a gift concierge, DJElf, through SMS. It allowed subscribers to text store associates for guidance on finding the perfect gift. It went beyond segmentation to truly focus on personalization.
3. SMS subscribers are incredibly engaged:
Draper James' SMS list is about 15% the size of email, but it drives 4-5x more revenue. These engaged subscribers want more than "one-way" messages, which helped inform Draper James' DJElf campaign.
4. Segmentation-based attribution:
Draper James continues to experiment with segmentation, but they have found that they're better able to measure the attribution per segment and maximize the value of their SMS program for their subscribers.
The bottom line:
Having the ability to implement a mature segmentation strategy via text messaging has played a huge role in managing a rapidly growing subscriber list. Not only is Draper James able to create a more personalized experience on the channel even as their list size grows—helping maximize the value of the channel for subscribers—but they've also increased their overall ROI by being smart about what they're sending and how it impacts conversions.
*Based on a survey of 2,000 US consumers, ages 16-75, conducted in December 2020
Examples of SMS Campaigns Sent by Draper James:
1. Sending limited-time or SMS-exclusive offers to "highly engaged" subscribers
One of Draper James' effective segments is their "Highly Engaged" list: text messaging subscribers who have engaged with the channel (e.g. clicked a text message) AND made a purchase within the last 3 to 6 months.
2. Making their most loyal subscribers feel like VIPs
Draper James uses their integration between Attentive and Shopify to create a list of VIP subscribers. This audience receives special offers, previews, and exclusive access before anyone else.
3. Sending highly relevant location-specific content
Draper James uses geo-targeting to send relevant offers to subscribers who are located near a physical Draper James store, providing a more personalized in-person shopping experience.
CommerceNext Marketing Summit - Session Notes
Key Takeaways From Attentive:
The bottom line:
With 99% open rates, 30%+ click-through rates, and 25x+ ROI, text messaging has quickly become a top-three marketing channel for many retail & e-commerce brands. As both consumers and brands increasingly adopt SMS as a marketing channel, the percent of digital revenue attributed to it will continue to increase year-over-year, and it will remain a top revenue channel for the brands using it.
*Based on a survey of 2,000 US consumers, ages 16-75, conducted in December 2020
Text messages that consumers are the most interested in receiving from brands.
4. Consumers want 1:1 personalized texts across the entire lifecycle.*
We asked, "Have you signed up to receive text messages from more brands over the past year?"
We asked, "Would you sign up to receive text messages from businesses?"
We asked, "When shopping online, which device do you use?"
2. Over 90% of consumers want to sign up for text messaging from businesses.*
1. When shopping online, the majority of consumers primarily use mobile devices.*
3. Consumers signed up to receive texts from more brands over the past year.*
The bottom line:
Having the ability to implement a mature segmentation strategy via text messaging has played a huge role in managing a rapidly growing subscriber list. Not only is Draper James able to create a more personalized experience on the channel even as their list size grows—helping maximize the value of the channel for subscribers—but they've also increased their overall ROI by being smart about what they're sending and how it impacts conversions.
4. Segmentation-based attribution:
Draper James continues to experiment with segmentation, but they have found that they're better able to measure the attribution per segment and maximize the value of their SMS program for their subscribers.
3. SMS subscribers are incredibly engaged:
Draper James' SMS list is about 15% the size of email, but it drives 4-5x more revenue. These engaged subscribers want more than "one-way" messages, which helped inform Draper James' DJElf campaign.
1. Segmenting within SMS:
Draper James has created various segments within their SMS channel based on data, including purchased during a specified sale, highly engaged, viewed a specified product page, store location, and VIP loyalty members. This strategy allows them to send the most relevant content via SMS.
Key Takeaways From Draper James:
2. Experimenting with conversational SMS campaigns:
During the holidays, Draper James launched a gift concierge, DJElf, through SMS. It allowed subscribers to text store associates for guidance on finding the perfect gift. It went beyond segmentation to truly focus on personalization.
3. Sending highly relevant location-specific content
Draper James uses geo-targeting to send relevant offers to subscribers who are located near a physical Draper James store, providing a more personalized in-person shopping experience.
2. Making their most loyal subscribers feel like VIPs
Draper James uses their integration between Attentive and Shopify to create a list of VIP subscribers. This audience receives special offers, previews, and exclusive access before anyone else.
1. Sending limited-time or SMS-exclusive offers to "highly engaged" subscribers
One of Draper James' effective segments is their "Highly Engaged" list: text messaging subscribers who have engaged with the channel (e.g. clicked a text message) AND made a purchase within the last 3 to 6 months.
Examples of SMS Campaigns Sent by Draper James:
Explore More Text Messaging Resources:
24.7% CTR
49.9% CTR
Text Messaging Channel Performance:
- 20.9% lift in average CVR when segmenting
- 140% subscriber growth year-over-year
- 26.5x+ average return on investment of SMS
24.7% CTR
49.9% CTR
Text Messaging Channel Performance:
- 20.9% lift in average CVR when segmenting
- 140% subscriber growth year-over-year
- 26.5x+ average return on investment of SMS
Text Messaging Channel Performance:
- 20.9% lift in average CVR when segmenting
- 140% subscriber growth year-over-year
- 26.5x+ average return on investment of SMS
24.7% CTR