Read on Twitter
For those who couldn't make it today, here are some key takeaways on SMS.
A thread
https://twitter.com/lovevalgeisler/status/1362422809734037506
A thread
https://twitter.com/lovevalgeisler/status/1362422809734037506
Q: Why SMS?
@nicholempowell: SMS "shop now!" messages don't appeal to customers so we had to ask if our customers wanted this channel. When we saw brands doing unique messages we knew we wanted to take the leap.
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@nicholempowell: SMS "shop now!" messages don't appeal to customers so we had to ask if our customers wanted this channel. When we saw brands doing unique messages we knew we wanted to take the leap.
1/
Q: Why SMS?
@eliweisss: It's an intimate way to connect, you have to think through what kind of messages customers want to receive via SMS. We're inspired by Bloom using it as a unique channel, not a dupe of email. SMS can create community and engagement first and sales 2nd.
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@eliweisss: It's an intimate way to connect, you have to think through what kind of messages customers want to receive via SMS. We're inspired by Bloom using it as a unique channel, not a dupe of email. SMS can create community and engagement first and sales 2nd.
2/
Q: Why SMS?
@eliweisss: we use SMS for our most engaged customers - there isn't a popup on the site. It's maybe 10% of our email list but highly engaged. We don't use SMS for transactional. We also have 50 ideas of how to use SMS so my job is to narrow it down.
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@eliweisss: we use SMS for our most engaged customers - there isn't a popup on the site. It's maybe 10% of our email list but highly engaged. We don't use SMS for transactional. We also have 50 ideas of how to use SMS so my job is to narrow it down.
3/
Q: Why SMS?
@GhatroraTaran: we talk abt the kind of messaging people might have missed (like charity partnerships) & use SMS to deliver those messages vs an upsell. We also do post-purchase education options: "to learn more, click here" and it adds them to a flow.
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@GhatroraTaran: we talk abt the kind of messaging people might have missed (like charity partnerships) & use SMS to deliver those messages vs an upsell. We also do post-purchase education options: "to learn more, click here" and it adds them to a flow.
4/
Q: who is the SMS audience? Gen Z? Millennial? Someone else?
@eliweisss: no specific demo other than highly engaged customers. It's people who are obsessed with our brand, not people who want a discount. Unsub on SMS never goes over 1% because of this.
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@eliweisss: no specific demo other than highly engaged customers. It's people who are obsessed with our brand, not people who want a discount. Unsub on SMS never goes over 1% because of this.
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Q: what do you say to SMS naysayers?
@lovevalgeisler: you have to test to know if it will work for your audience. Decide your intention with SMS and then test it.
@arribagah: lots of things ppl don't like make money so someone clearly likes it. What does the audience want?
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@lovevalgeisler: you have to test to know if it will work for your audience. Decide your intention with SMS and then test it.
@arribagah: lots of things ppl don't like make money so someone clearly likes it. What does the audience want?
6/
Q: what is customer experience like via SMS?
@eliweisss: CX through SMS isn't advertised as a support line for us. But we use it as a support line if we get a text during business hours. @gorgiasio helps us manage off-hours. Don't overpromise.
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@eliweisss: CX through SMS isn't advertised as a support line for us. But we use it as a support line if we get a text during business hours. @gorgiasio helps us manage off-hours. Don't overpromise.
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Q: what kind of unique messaging can you send via SMS?
@GhatroraTaran / @eliweisss: we want to try different things, constantly be testing. We keep our list segmented so there's relevancy. The actual message matters less than guiding principles. Our goal is to deliver value.
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@GhatroraTaran / @eliweisss: we want to try different things, constantly be testing. We keep our list segmented so there's relevancy. The actual message matters less than guiding principles. Our goal is to deliver value.
8/
Q: how do you manage email and SMS working together?
@lovevalgeisler: SMS and email have to work together, not duplicate each other. They need to relate to one another and be clear that the brand knows they're sending both.
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@lovevalgeisler: SMS and email have to work together, not duplicate each other. They need to relate to one another and be clear that the brand knows they're sending both.
9/
Q: how does SMS relate to loyalty programs?
@GhatroraTaran: our loyalty program gives ppl access to new sales and product launches but our loyalty program and SMS list are separate lists.
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@GhatroraTaran: our loyalty program gives ppl access to new sales and product launches but our loyalty program and SMS list are separate lists.
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Q: how do you drive engagement with SMS?
@eliweisss: we put a face and name behind our SMS messages and directly ask questions to get responses. It's less about the tech and more about the human response.
@arribagah: platform doesn't matter, subscribers & content matter
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@eliweisss: we put a face and name behind our SMS messages and directly ask questions to get responses. It's less about the tech and more about the human response.
@arribagah: platform doesn't matter, subscribers & content matter
11/
Q: what should a luxury brand send via SMS?
@GhatroraTaran: one of our most engaged SMS is the abandon cart. Ask them what they need help with. Be willing to reply and serve.
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@GhatroraTaran: one of our most engaged SMS is the abandon cart. Ask them what they need help with. Be willing to reply and serve.
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Q: how do you differentiate SMS to 1st time customers vs repeats?
@lovevalgeisler: 1st time focus on product/education and 2nd time focus on brand/loyalty
@MonicaGrohne: slight copy tweaks are huge and repeat customers are a great time to start deeper conversations.
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@lovevalgeisler: 1st time focus on product/education and 2nd time focus on brand/loyalty
@MonicaGrohne: slight copy tweaks are huge and repeat customers are a great time to start deeper conversations.
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Q: what type of click rate and conversion rates are people seeing for SMS?
@eliweisss: our launch campaigns are 40%+ clickthrough and conversion of those clicks and less than 1% unsub.
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@eliweisss: our launch campaigns are 40%+ clickthrough and conversion of those clicks and less than 1% unsub.
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Q: when should we add SMS?
@eliweisss: when you have the bandwidth to get creative and think through what you want the channel to be. The only wrong time is when you don't have capacity to manage it.
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@eliweisss: when you have the bandwidth to get creative and think through what you want the channel to be. The only wrong time is when you don't have capacity to manage it.
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Q: what about WhatsApp?
@davidhoos: in the US ppl haven't adopted WhatsApp as widely as it is in other parts of the world. SMS is native on US phones so it seems like a lower barrier to entry.
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@davidhoos: in the US ppl haven't adopted WhatsApp as widely as it is in other parts of the world. SMS is native on US phones so it seems like a lower barrier to entry.
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Ultimately, the BIG takeaway - and what was repeated again and again - is that SMS is all about testing. No one right thing works for every audience. Some like discounts, some like personal touches. Segment and find out what works for your audience!
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