Apparel

How Rainbow Drives 65x ROI With Personalized Text Messaging

Rainbow yellow dress image

200x+

ROI of triggered text messages

65x+

overall SMS program ROI

477%

subscriber growth YoY

Learn how Rainbow uses text messaging to reach mobile shoppers with relevant, timely updates and recover abandoned online shopping carts.

About

Rainbow is a lifestyle brand offering a selection of on-trend clothing, shoes, and accessories for women and children. With over 1,100 store locations in the United States, Puerto Rico, and US Virgin Islands, as well as RainbowShops.com, Rainbow helps shoppers achieve the perfect style, right when they need it.

Challenge

Rainbow, who sees 80% of digital revenue coming from mobile devices, needed a more effective way to reach shoppers where they spend the majority of their time: on their phones.

Solution

Partner with Attentive to reach mobile shoppers with relevant and timely updates through text messaging. Quickly scale a new performance marketing channel.

Strategy

Rainbow drives text messaging opt-ins with Attentive’s “two-tap” sign-up on its mobile website with various sign-up creatives that the Attentive team helps design. After a subscriber joins Rainbow’s text messaging program, they receive an automated welcome message, which sees up to 78% CTRs.

Rainbow sends text messages to mobile subscribers to alert them of limited-time promotions, for holidays like Memorial Day, Easter, Tax Day, and more; seasonal-specific product items, like sandals for summer and jackets for fall; and individualized reminders about recently abandoned carts, which have seen conversion rates of 25%+.

Results

Rainbow has seen outstanding performance with Attentive. Year-over-year, subscribers have grown 477%, with an opt-out rate of less than .3%. For Rainbow’s mobile-first (and sometimes even mobile-only) audience, text messaging has proven to be an extremely effective direct marketing channel, with 15%+ CVRs on automated messages such as welcome offers, and 25%+ CVRs on cart abandonment reminders. Overall, Rainbow has seen 65x+ ROI since implementing a personalized mobile messaging channel.

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