The idea for DJElf came from the fact that Draper James’ SMS customers were highly engaged, compared to customers on other channels. Moennich said the brand’s customer list for SMS is about 15% the size of the email list, but the channel drives 4-5 times more revenue than email. Exact revenue driven is difficult to pinpoint because SMS does not allow for tracking of open rates the way email does, she said.
“SMS is a newer channel, and customers are much more selective about who they opt-in to get texts from, [compared to] email,” Moennich said. “And we operate [SMS and email] very differently. We email almost every day, like six times a week. For SMS, we message no more than twice a week.” Aside from frequency, the content of Draper James’ typical SMS marketing is similar to its emails.
For the last year, the brand has managed its texts via mobile Article source: https://www.glossy.co/fashion/inside-draper-james-new-holiday-focused-sms-strategy/
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