Marketing channel

SMS is Rebecca Minkoff’s most effective marketing channel

Rebecca Minkoff is no stranger to experimenting with new marketing channels. The women’s fashion brand has created its own OnlyFans account, launched streaming TV ads, and started marketing on TikTok in the past year alone. But the most effective channel that the brand has tried is also the most modest: SMS.

According to Sona Martirosian, Director of Ecommerce and Digital Marketing at Rebecca Minkoff, no channel has managed to reach the level of conversion that SMS has since the brand started experimenting with texting customers in March 2020. Since then , SMS brought in $ 8 million in revenue, an 80x ROI, she said. Rebecca Minkoff works with the Attentive SMS platform for all of her text marketing.

“We had a bit of hesitation at the start to use it,” said Martirosian. “We were a little worried if this was something that people would react to. Personally, I haven’t used SMS services much, but have tried it and found it to be really convenient. And our client responded so well.

In the beginning, the brand only sent two text messages per month to notify customers of new product launches, as well as a welcome text message when customers first signed up to receive messages. Slowly he started adding more texts each month about promotions or secret sales that could only be discovered by receiving a text message. The latter generated the most traffic, Martirosian said. Texting, in general, is twice as effective at converting to sales as the brand’s second best channel: social.

This week, Rebecca Minkoff tries out a new SMS strategy based on the success the team has seen so far. On Tuesday, a five-day flash sale was announced via text message. Additional text messages will be sent each day for the duration of the sale. Ultimately, the brand will have sent its largest number of text messages in a month. But Martirosian said the team was confident it would work, given the public’s openness to texting before.

“Our target audience has a lot to do with why SMS has worked so well,” Martirosian said. “This is a very mobile-oriented audience. Over 80% of our traffic comes from mobile. The little red dot in an SMS notification is harder to ignore than a social ad or an impersonal email.

The fear of annoying customers with text messages is also mitigated by the fact that the public chooses to receive these messages, actively sharing their phone numbers to do so, she said. Seventy-five percent of the phone numbers the brand receives are from the pop-up that shoppers see when they first visit the site.

The idea that more brands should embrace texting without worrying about disturbing customers is shared by a number of other brands that are having success with texting.

“If you think about both emails and SMS, which are effective channels, if the customer gives you their email directly, they are already signaling their intention and you can have a better one-on-one conversation. with him, ”said Aaron Luo. , founder of the DTC Caraa brand, which also uses SMS in its marketing.

But mobile users are easily distracted. Martirosian said that one of the things SMS has helped with is to address cart abandonment, which is common among mobile shoppers. Texts reminding customers that they still have items in their cart have a conversion rate of 45%.

“We tried running some ads last year, which we thought would work out just fine for us. And frankly, it didn’t really generate too much traffic,” Martirosian said. “But then SMS, which we thought was interesting but hadn’t expected too much, turned out to be the best channel for us. Our marketing strategy is to try different things and see what works, even if it’s unexpected.