Rebecca Minkoff is no stranger to experimenting with new marketing channels. The women’s fashion brand launched 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 discreet: SMS.
According to Sona Martirosian, director of e-commerce and digital marketing at Rebecca Minkoff, no channel has come close to delivering the level of conversion that SMS has since the brand began experimenting with SMS customers in March 2020. Since SMS then brought in $8 million in revenue, an 80x return on investment, she said. Rebecca Minkoff works with the Attentive SMS platform for all her text marketing.
“We had a bit of hesitation at first before using it,” Martirosian said. “We were a bit worried if it was something people would react to. Personally, I didn’t use SMS services much myself, but I gave it a try and found it to be really handy. And our client responded so well.
At first, 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 signed up to receive messages. Slowly he started adding more texts each month about promotions or secret sales that one could only find out by receiving an SMS. The latter generated the most traffic, Martirosian said. SMS, in general, is twice as effective at converting to sales as the brand’s second best channel: social.
This week, Rebecca Minkoff is trying out a new texting strategy based on the success the team has had so far. On Tuesday, a five-day flash sale was announced via text message. Additional text messages will be sent daily for the duration of the sale. In the end, the brand will have sent its highest number of text messages in a month. But Martirosian said the team was confident it would work, given how open the public was to responding to text messages before.
“Our target audience has a lot to do with why texting works so well,” Martirosian said. “They are a very mobile-first audience. Over 80% of our traffic comes from mobile. The little red dot of 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 public opting in to receive these messages, actively sharing their phone numbers to do so, she said. Seventy-five percent of the phone numbers the brand receives come from the pop-up window shoppers see when they first visit the site.
The idea that more brands should embrace SMS without fear of inconveniencing customers is shared by a number of other brands that are finding success with SMS.
“If you think about both email and text, which are effective channels, if the customer gives you their email directly, they’re already signaling their intent and you can have a better one-on-one conversation. with him,” Aaron Luo said. , founder of the DTC Caraa brand, which also uses SMS in its marketing.
But mobile users are easily distracted. Martirosian said one of the things SMS has helped is address cart abandonment, which is common among mobile shoppers. Text messages reminding customers that they still have items in their cart have a 45% conversion rate.
“We tried streaming ads last year, which we thought would do really well for us, and frankly it didn’t really drive 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.