How Boston Proper Achieved a 507x ROI With Multichannel Journeys Across Email and SMS

Boston Proper started using Attentive for SMS in 2019, and in 2023, they brought their triggered email program over too. The decision to switch to Attentive Email was an easy one for the brand to make, especially given their four successful years with the platform.

But the desire to create a more cohesive email and SMS marketing strategy was another driving factor. Boston Proper knew that bringing both channels together on a single, capable platform like Attentive could help them achieve that goal—and it did.

After making the switch, the brand saw a remarkable 94% increase in email subscriber growth in the last two quarters of 2023. Even though Boston Proper sends more emails now due to a much bigger audience, they trust that their messages are getting to where they need to go, because they have Attentive's 99% deliverability rate on their side.  

This reliability has allowed Boston Proper to maximize the impact of their email marketing efforts.

"Everyone knows how much I adore Attentive. From the moment I joined Boston Proper, Attentive has been like my baby. I've nurtured our SMS and email channels and overseen their growth, and I can't overstate how much I appreciate the platform's ease of use. It's just a joy to work with."
- Gina Yanakieva, Marketing Manager, Boston Proper

Advanced subscriber identification tools lead to deeper insights across email and SMS

Customer engagement begins the moment someone lands on Boston Proper's website. They're met with an interactive Spin-to-Win sign-up unit, which captures email addresses and phone numbers. From there, Attentive’s custom tag and advanced identity tools help Boston Proper learn more about the behaviors and demographics of their new subscribers, and connect the dots across various devices and sessions. 

Ultimately, these deeper insights have led to the creation of more dynamic segments and personalized interactions for both email and SMS subscribers.

Increasing visibility and action with multichannel journeys

Boston Proper has successfully implemented almost all available journeys within Attentive, taking full advantage of the wider range of options compared to their previous email provider. 

Many of these journeys include both email and SMS touchpoints, leveraging the unique strengths of each channel to facilitate more dynamic and engaging interactions. By alternating between emails and text messages as subscribers move through the funnel, Boston Proper can tailor experiences based on individual preferences. 
One notable example is their checkout abandonment journey, designed to reconnect with customers who leave the website during checkout without finishing the process. 

“The checkout abandonment journey has truly exceeded all of our expectations. It’s a HUGE revenue contributor. The results have been beyond impressive.”
- Gina Yanakieva, Marketing Manager, Boston Proper

The journey begins with SMS, triggering one of two message options based on a customer's past interactions. If someone hasn't made a purchase before, they'll get a reminder about their unused discount code. But if someone has, they're incentivized with a new special offer. 

Following a set "wait" time, if someone still hasn't returned to complete their purchase, they'll get a follow-up email next. After that, the journey alternates between email and SMS based on the actions of each subscriber. It's a smart strategy that’s yielded a 27% CTR, a 25% CVR, and a whopping 876x ROI.

Boston Proper also has a session abandonment journey to capture the attention of website visitors who haven’t viewed a specific product on the site. By using a combination of email and SMS again, Boston Proper provides these potential buyers with discounts and links to their top-selling products, to guide them toward making a purchase. To date, this journey has garnered a 177x ROI.

Additionally, Boston Proper has a post-purchase journey to nurture their relationships with existing customers and promote repeat sales. First, recent shoppers get a personalized email thanking them for their purchase. Then, two days later, the journey continues with a text message offering them a discount code to use on their next order. 

There’s also a plug for the brand’s “Proper Insiders” loyalty program, highlighting perks like earning points for referring friends. It’s another successful journey for Boston Proper, with a 76x ROI. 

Maximizing bandwidth and performance with Attentive AI™

Boston Proper streamlines their message development process with the help of Attentive's AI Copy Assistant, which saves the team valuable time and effort. The tool generates on-brand copy within seconds, which can be used as-is or further customized. 

"I’m completely confident in the capabilities of the Attentive AI-generated content and appreciate the convenience and speed it provides."
- Gina Yanakieva, Marketing Manager, Boston Proper

The team also uses Send Time AI—a feature of Attentive's AI Pro toolkit—to enhance the effectiveness of their campaign messages. Unlike competitors that use cohort-level or company-level targeting, Send Time AI operates at the individual subscriber level. It analyzes factors such as time zone, past interactions, and purchasing habits to identify the perfect time to send a message to each subscriber. This personalized approach ensures consistent message distribution throughout the day. 

Using Send Time AI has significantly improved Boston Proper's campaign performance, including engagement, conversions, revenue, and opt-out rates, proven through several A/B tests. 

In one recent campaign comparing Send Time AI against a set send time, Boston Proper saw a 13% increase in CTR, a 10% increase in CVR, and a 10% increase in revenue per message. Other campaigns using Send Time AI have achieved similar success, with metrics like a 50% reduction in opt-out rates and an 18% growth in revenue per message.

"Initial assumptions about optimal messaging times for our subscribers were debunked by Send Time AI, leading to a highly successful adjustment in strategy."
- Gina Yanakieva, Marketing Manager, Boston Proper

Impressive growth seen from the combined power of triggered email and SMS with Attentive

Boston Proper's SMS program with Attentive has an all-time 74x ROI, with their SMS campaign messages bringing in 50x ROI alone.

Since combining SMS and triggered email on the Attentive platform, the brand has experienced significant growth in both communication channels. Their triggered email program boasts an impressive 197x ROI, and Attentive now accounts for about 15% of the company’s revenue.

Additionally, Boston Proper's journeys have delivered a remarkable 507x ROI, highlighting the power of personalized, timely communication across multiple email and SMS touchpoints. Their journeys have an average 18% CTR and 19% CVR, proving the effectiveness of their targeted messaging. 

Looking ahead, Boston Proper is excited about using all of Attentive's AI Pro capabilities to their fullest potential.