Case Study: Tim McGraw grows fan engagement with Attentive SMS marketing

How Tim McGraw Uses SMS Marketing to Engage His Super Fans

Tim McGraw and his team at EM.Co wanted a more personal way to communicate with fans, whether sharing tour updates, promoting new music and merchandise, or growing the McGraw One fan club. They partnered with Attentive to expand their SMS program and build a list they could own and activate directly.

Attentive helped Tim McGraw use email-first sign-up creatives, sweepstakes, and personalized texting to grow his subscriber base and engage super fans with exclusive content, early album previews, and special offers. Since launching with Attentive in November 2020, Tim McGraw’s SMS list grew 85% from December 2020 to April 2021, with the December sweepstakes driving a 3,451% increase in subscribers; the custom sign-up landing page also delivered an 80.4% CTR and 42.7% CVR.

Tim McGraw

Brian Kaplan

Vice President