Allie Egan, President and CEO of Cynthia Rowley, recently spoke with Glossy about how the fashion brand uses text message marketing from Attentive to effectively reach mobile shoppers.
Cynthia Rowley, a women’s designer apparel brand, wanted to better engage high-value mobile shoppers to positively impact engagement and overall conversion rates. The brand turned to Attentive to launch and scale a conversational commerce channel: mobile messaging.
“We wanted to find ways to continue to inspire our customers with our vibrant content, while also communicating with them in their preferred ways and not adding to their inbox anxiety,” said Allie.
Cynthia Rowley drives text messaging opt-ins on their mobile website using Attentive’s “two-tap” sign-up creatives, which the Attentive team helps design. After a subscriber joins, they receive an automated series of “welcome” messages to introduce them to the brand.
Cynthia Rowley’s performance with Attentive:
- 33x+ ROI on text messaging channel
- 268% subscriber growth over a 6-month period
- 24%+ average conversion rate on abandoned cart reminder
Cynthia Rowley uses the conversational commerce channel in a variety of ways, such as alerting subscribers of new arrivals & best sellers, an adventure-inspired “as seen on social” series, invitations to location-specific events, and limited-time promotions.
To further enhance their customer engagement strategy during New York Fashion Week, they sent a text message to subscribers promoting a giveaway of 2 tickets to attend the Cynthia Rowley runway show, where the winner would be among the first to see the new Fall/Winter collection. Through this brand marketing campaign delivered through text messaging, they were able to drive high engagement without offering a discount.
“While there are many ways to reach our customers—through social, email, and advertising—texting just made sense to us because it’s how people communicate these days, and it’s much more immediate,” said Emily Andrews, Vice President of E-Commerce at Cynthia Rowley. “It’s also a less saturated channel, so if people aren’t responsive elsewhere, you can always reach them directly through text messaging.”