How Tea Collection Uses Text Messaging to Engage Shoppers and Deliver 43x ROI

Challenge

Tea Collection was looking for a new channel to connect with shoppers, as well as a way to make shopping and learning about the brand easier and more convenient for consumers.

Solution

Partner with Attentive to create a new ROI-positive channel to connect with shoppers in a more direct, engaging way. Use Attentive’s patent-pending sign-up technology to quickly grow a list of text messaging subscribers.

Strategy

Tea Collection drives email and text messaging opt-ins simultaneously on its mobile website using Attentive’s “Email-First” sign-up solution. After a subscriber joins, they receive an automated welcome message introducing them to Tea Collection, including a coupon for 15% off. If a subscriber doesn’t redeem their coupon after three days, they receive an automated text message reminder that their coupon is still available.

Tea Collection uses the text message marketing channel in a variety of ways, such as alerting subscribers of new arrivals, limited-time sales, twice-yearly “Friends & Family” sales, and seasonal promotions. “Our fans and shoppers want to know when new items hit the site, so it’s important that we provide information to them whenever we launch new products or have sales events,” said Russo.

As a philanthropic brand that gives back to charity, Tea Collection sent a text to mobile subscribers on Giving Tuesday—a movement that takes place on the Tuesday after Thanksgiving to promote charitable giving—announcing the brand would donate an outfit to a child in need for each purchase made that day. “Even if a subscriber didn’t shop with us that day, it reminded them that Giving Tuesday was happening in case they wanted to give back to an organization of their choice,” said Russo. “It’s all part of the larger theme our founder has established: greater global consciousness. We want to be active in the world and do our part to give back.” Tea Collection was able to donate over 1,500 outfits.

Results

Due to the personal and instantaneous nature of text messaging, Tea Collection’s subscribers are incredibly engaged. The brand’s text messaging channel has delivered an overall ROI of 43x. “The ROI we see from Attentive is one of the highest out of all the platforms we use,” said Russo. This value is spread across the customer journey. The welcome message delivers a 29% average conversion rate, and campaign messages see an average conversion rate of 10%.

As for future plans to scale its program, Tea Collection intends on sending more segmented messages and implementing an abandoned cart reminder which will allow the brand to recover sales that might otherwise be lost. “When we tested an abandoned cart message over Black Friday/Cyber Monday, it surpassed anything we ever thought it could,” said Russo. “It’s a powerful reminder of what’s left in an online cart, and it encourages shoppers to come back and complete their purchase. We’re excited to implement this type of message this year.”

Tea Collection also plans on conducting more A/B testing on its messages to understand what content resonates most with its audience.