How Rainbow Drives 65x ROI With Personalized Text Messaging

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.