![]() ![]() “From a campaign standpoint, it stands out,” he said. Jeremy Goldman, senior director of the marketing, retail, and tech briefings at Insider Intelligence, applauded The Black Tux for sharing Blackmon’s phone number with customers. “Every message provides utility, and every message, even in a limited character count space, needs to have some sort of brand language in it that makes it a little bit unexpected and personal.” “We’re being very careful with SMS in assessing it with the following criteria,” Sutton said. Grooms who use The Black Tux’s wedding planning services also get a text message when one of their groomsmen has secured their tux and is “ready to go.” In March, The Black Tux ran an SMS pilot with Attentive to test which messages got the most responses from some 11,000 participants. First-time customers, for example, receive a letter from Blackmon in their email inboxes that tells the brand’s origin story and includes Blackmon’s personal photos. This year, to help carry the business forward, Sutton and Blackmon developed a new marketing strategy that centers on personalization. Since its founding in 2013, The Black Tux has amassed nearly 2 million customers. Postscript has worked with about a dozen brands so far under the initiative, and it is slowly bringing in more businesses each month. But now, Postcript co-founder and president Alex Beller explained, the company could build a custom bundle of fragrances (which have higher price points) and promote that via SMS. Squatch might have responded to that request with discount codes for relevant products, like deodorant. It used Postscript to personally answer questions or requests from customers, such as, “I want my husband to smell better.” One of its first trial participants was Dr. Last year, Postscript, which teams up with many Shopify brands, began testing conversation flow and answering questions from shoppers. Til You Collapse, an activewear brand, uses SMS to collect user-generated content such as photos, videos and reviews to feature on its site.Įven platforms that work with brands are trying out new ways of using SMS. Marketers use SMS for a variety of functions - including special offers and new product announcements - but as The Black Tux shows, more companies are starting to use SMS in a way other than “BOGO Deals Start Now!” Mented Cosmetics, for instance, sends its customers product-related quizzes. ![]() Unlike email, SMS is more succinct, and because people are often on their phones, they tend to see the messages more quickly. ![]() The Black Tux’s new campaign deviates from typical SMS marketing, which usually involves a customer opting in to receive messages from a retailer. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |