Avenue, a plus size fashion retailer, has achieved a 97% open rate and an ROI of approximately 6,600% with a national promotion using Rich Media Messaging technology. The ongoing mobile program provides opted-in customers with weekly messaging promotions enticing them to enter an Avenue store and make a purchase. The campaign, based on technology from Iris Mobile, is promoted through in-store, online, email and social media advertising.
The RMM platform optimizes content, such as coupons and promotional imagery, so that mobile device users can see it clearly, without content limitations at standard messaging rates. This ability has resulted in very high engagement rates, according to an Avenue press release.
Of the 97% of messages opened, the majority (79.1%) of customers participating in the program are smartphone owners. Results also show that the multichannel promotional approach for the messaging campaign is generating a more than 30% increase in opt-in list membership per month.
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“Not only did Iris Mobile’s marketing solution improve customer engagement for Avenue’s messaging program,” said Julie Daly, President of E-Commerce for Avenue, “but also it generates significant growth in our monthly revenue that wouldn’t be possible otherwise.”
Prior to using RMM, Avenue relied on SMS-based campaigns to engage with customers.
