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📦 - Criminally Neglected SMS Strategies
May 21, 2023
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DTC

Banter

Friday, May 12, 2023


The memes and the random screenshots are staying. 😡


P.S. Did you know that we’re selling C-Suite Las Vegas replays? Get yours today! 🎰


In this newsletter, you’ll find: 👇

📦 5 criminally underused SMS strategies

📦 Do you have the best team around you and your brand?

📦 Tips to make your brand leaner and greener

📦 Are you leaving email revenue on the table?


Read till the end to access exclusive DTC swag. 😎


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SMS

5 Underused SMS Marketing Strategies


“Hey, babe. Did I tell you I’m writing a book? It’s a phone book, and it’s missing your number.”


You’re a DTC brand, so, thankfully, you don’t need that tacky pickup line. But you do need to get your customers’ numbers. 📱


Why? According to a Validity study, 38% of customers purchased after receiving a WhatsApp or text message.


While SMS marketing works, it’s also important to remember that 96% of respondents from the same study said they were occasionally annoyed with SMS marketing.


So, let’s dive a bit deeper into how to woo customers via SMS instead of getting your number blocked.


1️⃣ Make your offer relevant


Anytime a brand shows up in your life without being invited or at least having researched your needs, it’s irritating.


If your approach is “blast all random numbers with an offer and hope you get a sale,” you can count on receiving “STOP” replies.


A better approach is to make sure customers opt-in to SMS and then craft messages that are relevant to their interests.


Here’s a good example from Tiny Organics that targets mothers specifically with an offer they’ll love.



2️⃣ Personalize your messages


Text messages are personal—especially since they can show up out of the blue right on the most personal communication device.


As such, it’s essential to craft messages that are personalized to the individual receiving the text.


A personalized message could include:

  • Using the customer’s first name
  • Segmenting messages
  • Highlighting products the customer has been eyeing
  • A follow-up after a big purchase


Here’s a great example of SMS personalization from Big Blanket.



The text includes the subscriber’s first name, and it refers back to a purchase the customer made previously.


It’s personal. It’s relevant. It’s a win. ✅

Sponsor

The Right Team Can Make or Break Your Brand


💥 Are you confident that you have the absolute best team around you and your brand?


If you feel that:

  • Your current agency isn’t completely focused on what actually moves the needle
  • They aren’t truly aligned to your ROI goals
  • They’re leaving your money on the table
  • Or maybe you’re just looking for a second option

We should chat…👇


Pilothouse (DTC’s sister company) has a few spots open for brands we can sink our teeth into. We’re hungry problem solvers, ROAS generators, and partners in your growth right down to your bottom line.


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SMS – Part 2


3️⃣ Take advantage of big shopping holidays


The best thing about the holidays isn’t the joy, laughter, and love in the air. It’s about the money people are ready to spend to bring joy and laughter and show love.


Just kidding (sort of).


But, for real. The holidays—especially between Black Friday and New Year’s—is when consumers are actively looking for deals.


Sending your holiday promotions to the device where consumers do much of their shopping, or at least bring with them when they go to a physical store, is a win.


Here’s an example from Pura Vida.



It’s short. It’s sweet. And the timing is on fire.


4️⃣ Consider hiring a human to operate behind the scenes


There’s a ton of SMS software that’ll automate SMS messages for you. And it’s a great idea to invest in this kind of software, especially if you run a large company.


But that doesn’t mean there’s no room to improve your customer experience by hiring a human to take over text messaging. This is especially true if you’re seeing an influx in customers opting out or receiving low customer satisfaction scores.


Here’s a great example of how WinkyLux took the human approach to SMS marketing.



This kind of human-to-human interaction is refreshing in a world of AI and chatbots.


5️⃣ Ask questions


SMS isn’t only for sending promotions and making sales. It’s also a stellar tool for capturing customer insights.


If you have relevant questions for your customers, send them a quick SMS.


Another idea is to ask customers follow-up questions just like Nomad does.



Nomad takes customer service to the next level with one simple question. The question? “Anything else I can help you with while I have you? :).” This kind of question shows the consumer you care, and it makes a difference.


I’m not a robot


SMS marketing is all about timing, delivery, and empathy. While some consumers won’t be phased by automated messaging and tolerate more vocal companies, many don’t.


If you’re ready to set up an SMS strategy, ensure your brand brings high-value content and messaging along with it. While getting that phone number is a milestone on its own, retaining those digits is the name of the game. 💪

Are you using SMS as part of your DTC strategy? Anything we’ve missed? Reply to this email and let us know! 📧

Sponsor

Top Brands Are Using This Strategy to Recession-Proof Their Email Marketing


Email marketing still reports the highest ROI for DTC marketers - even with the economy taking a nosedive.

But in 2023, if you're not leveraging a personalized approach to show your customers they're the real VIPs, you are definitely leaving revenue on the table.

Check out this guide for everything you need to get started with email personalization, including:

  • How to leverage first-party data for top-notch personalization
  • Email templates that save time, are easy to customize, and look gorgeous
  • Insights about changing consumer behaviors to show what content will win over customers

👉 Read the guide here.

Sustainability

Become a sustainable DTC brand


🧠 Knowledge is power


Gen-Z and Alpha are keenly aware of the environmental impact industries like fast fashion have on our planet. In fact, 40% of all consumers surveyed last year considered the environmental impact of their purchase decisions.


If your brand hasn't considered a sustainable initiative or product, you could be missing out on reaching a larger audience and saving the planet while doing it! Check out these ideas to get you started on making your brand a little bit greener 👇


🔑 DTC is key


We think increased consumer awareness presents incredible opportunities for DTC brands because of their remote nature.


Traditional businesses need to consider things like additional electrical and hydro costs, employee transportation, and additional shipping costs to bring products on location.


While our footprint isn’t neutral, DTC brands inherently reduce their carbon footprint and cut all of those extra costs out of the equation. Use those savings to invest even further into meaningful sustainability efforts, so you can resonate with conscious consumers.


🧑‍🍳 Support local


You may have the flexibility to work with local suppliers. While supporting other local businesses, you can further reduce your carbon footprint by eliminating most (or all!) of your shipping costs. DTC brands may even have the opportunity to source supplies from local markets!


🤔 Something’s not right here…


There’s a study that shows a particularly interesting trend among environmentally conscious consumers. As it turns out, consumers are more likely to change their minds about investing in sustainable brands if it means an increased shipping cost or delivery time.


This is a tricky problem to address because sustainable efforts often cost the business more.


To address this cognitive dissonance, be transparent about your manufacturing process and where consumers' money will be invested after they check out.


When consumers can understand exactly how their decisions impact their environment, they should be more likely to invest in your brand (even if it means a more expensive product!).


☀️ Make the most of the season


Summer is the perfect time for DTC brands to announce new green initiatives and build upon their existing sustainability efforts.


After a chilly winter season, nothing hits the spot like a warm summer day. ☀️ So tap into that feeling and generate hype around a more sustainable variant of your bestseller and release it in the upcoming weeks or months!


If you can make it happen, consumers will surely take note of your efforts, increasing their brand trust and loyalty.


📣 Spread your influence


Chances are you’ve worked with an influencer or two in the past, so try doing so again, only this time, reach out to those with an environmentally conscious following.


This step takes some preparation as you can’t pitch a product with no sustainable consideration to back it up. However, if you can get the influencer on board with your vision, you’ll start to see some new loyal fans in no time.


People who see others taking action around them are more likely to do so themselves. By collaborating with influencers who share values with your eco-conscious consumers, you can inspire others to take action, starting with your product!


💪 Walking the walk


DTC brands who use sustainability to promote their brand must ensure they’re actively working towards a greener goal. Consumers are becoming increasingly savvy and will be able to tell if a brand isn’t walking the walk.


Do everything you can to avoid reviewers calling your brand a fraud and a liar. Be sure to consistently educate yourself on the impact your brand can have to remain trustworthy and reliable.

Quick Hits

👻 Are your first-time shoppers ghosting you? Don’t let them be the ones who got away. Yotpo just unveiled over 60 new features. Check out how they'll help optimize retention.*


🔎 Google hosted its 2023 I/O event. Notable announcements include several AI features coming to Google Search, Gmail, and creative tools in partnership with Adobe.


🎵 TikTok released an analysis of Sports content on the platform. These insights provide valuable metrics to guide influencers and marketers in the near future on the platform.


📺 Youtube blocks ad blockers on the platform. Users report seeing messages that warn against using ad blockers instead of subscribing to Youtube’s Premium offering.


📈 Sprout Social has released a report that identifies the best times to post on social media platforms in 2023. All times in the report are relative to your local timezone.


*Sponsored

🔊 Have you heard our latest podcasts?

🤑 How Not to Grow an 8-Figure Business (Obvi Panel - C-Suite Preview).


🍫 Jess Cervellon from Feastables: What CPG Can Learn from SaaS about CX.


🍸 Ben Soffer - Spritz Society: Influencer Strategies for Alcohol Brands and Linear Commerce.


🕯️ 9-Year-Old Lily Harper from Lily Lou's Aromas homeschools us all.


🌲 TAXA Outdoor, Garrett Finney: Digital meets dealership, NASA Architect goes out of home for real.


💡 Listen to the Biggest Marketing News Stories Today.


Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)


DTC Newsletter is written by Rebecca Knight, Ashley R. Cummings, and Michael Venditti. Edited by Claire Beveridge and Eric Dyck.


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