How WebEyeCare Uses SMS as a Complement to Email, Driving 77x ROI

Challenge

With contacts being a product that needs to be reordered every few months, WebEyeCare was looking for a new channel to reach its customers—whether for sending a reminder to reorder or for sending new product updates. The retailer was also looking for a new channel that would complement its existing email marketing initiatives.

Solution

WebEyeCare was already working with Power Digital Marketing—a full-service digital marketing agency, and one of Attentive’s agency partners—to help execute its digital strategy, including email marketing initiatives. Power Digital Marketing helped WebEyeCare launch a text messaging channel powered by Attentive—the leading platform for text message marketing—to work in tandem with email.

Strategy

Using Attentive’s signature “two-tap” sign up on its mobile website, WebEyeCare was able to seamlessly grow its list of text messaging subscribers. Power Digital Marketing worked with WebEyeCare to first set up two types of triggered messages which would automatically send based on a shopper’s behavior. The first was a Welcome series, in which new text messaging subscribers received $20 off their next order of $199+ after opting in to the text messaging program. New subscribers receive a reminder 24 hours later to use their $20 off coupon if they haven’t used it yet.

The second triggered message that Power Digital Marketing implemented for WebEyeCare was an abandoned cart reminder series, in which customers who did not engage with an abandoned cart email notification within 24 hours would receive an abandoned cart text message reminder. By leveraging its existing email strategy with its new text messaging channel, the brand was able to drive higher conversion rates—recovering otherwise lost revenue from abandoned carts.

WebEyeCare also uses its text messaging channel to send subscribers timely promotions for various seasons and holidays—including Valentine’s Day, April Fools Day, Mother’s Day, and more.

Results

Since implementing the two triggered text messaging campaigns, WebEyeCare has seen an average CTR of 67.1% and CVR of 17.7% for the Welcome series, and an average CTR of 17.4% and CVR of 22.7% for the abandoned cart reminder. These two messages have helped WebEyeCare automatically drive revenue, as they are triggered based on behavioral data.

Overall, the retailer’s text messaging program powered by Attentive has seen a 77x ROI, providing value across the entire customer journey.

When we heard about the results that Attentive’s other customers were seeing from text messaging, we were blown away. We knew this would be a powerful channel to implement for our clients, enabling them to better communicate with their customers and drive more revenue. Plus, Attentive has been incredible to work with as a partner and definitely lives up to their brand’s name of being ‘attentive.’
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– Jessica Morris, Sr. Email Marketing Strategist, Power Digital Marketing