About

Founded by Reese Witherspoon, Draper James is steeped in Southern charm, designed for real life, and pretty. Whether it’s Nashville or New Orleans, Beaufort, or Birmingham, there is a special breed of charm and grace that’s signature to the American South. With Draper James, our goal is to bring contemporary, yet timeless Southern style to your wardrobe and your home, no matter where you live. We hope you will stop in to see us often—our door is always open.

Background

Reese Witherspoon started this company to honor her Southern heritage and in particular her grandparents who were, and still are, the greatest influences in her life: her grandmother, Dorothea Draper, and her grandfather, William James Witherspoon. Her grandparents taught her everything she knows about gracious Southern living. From them, she learned to dress and act like a lady, to take pride in one’s home, to reach out to help a neighbor, and to always invite everyone in for a visit.

Challenge

The COVID-19 crisis came at a particularly challenging time for Draper James, as spring special occasion dressing tied to Easter, weddings, showers, graduation, the Kentucky Derby, and more is one of their two critical sales periods each year. A drop in the purchasing of seasonal dresses was unavoidable, as customers opted for separates and the newly launched loungewear collection. With the Easter holiday approaching and knowing their customers love shopping for holiday moments, they needed to create a meaningful campaign that drove demand for unsold styles without screaming “we’re on sale!”

Solution

Partner with Attentive to connect with shoppers in a more direct, engaging way—and learn what subscribers wanted. With the Easter holiday coming up and knowing the Draper James girl loves shopping for holiday moments, it was like the perfect opportunity to create a meaningful conversational campaign. 

We’re not a promotional brand in general. But we wanted to think of ways that we could move inventory that we were otherwise having a little trouble with, for a specific niche reason. We want to make sure that our promotions had a reason to be and really speak—not only to the brand value—but also to what’s important to our customer.

– Helen Nightingale, Director of E-Commerce, Draper James

Strategy

Draper James sent a text message to all subscribers inviting them to join a virtual Easter Egg Hunt on Draper James’ website. This campaign created an exciting and unique opportunity to engage subscribers with content specifically relevant to them.

When you give customers a choice with what they are participating in, they are going be a lot more engaged, a lot more interested, and develop a deeper connection with the brand. We see high repeat purchase rates within our SMS marketing segment.

– Helen Nightingale, Director of E-Commerce, Draper James

Results

So far, Draper James’ text messaging program with Attentive has delivered an overall ROI of 29x. They were able to quickly grow a list of subscribers by 152% over 5 months using Attentive’s various list growth tools, allowing them to instantly communicate with their shoppers. For their Easter campaign, Draper James saw a 6.37% total response rate for the initial text message; and the two messages sent as a follow up to the campaign received a 63% CTR and 31.9% CTR, respectively.

Overall, our subscriber growth and ROI with Attentive’s text messaging program have been really strong, and SMS continues to be our most engaging channel within all of our marketing efforts. We’re excited to continue building on that.

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