“Since quarantine, we pivoted our email and text messaging to be less promotional and focus more on the quality and benefits of our products, bringing a little bit of lightheartedness,” she said. “Although we have still thrown in a few promotions here and there, it’s not the focus of the messages.”
Pür has experienced a 20% increase in new subscribers signing up from the brand’s website over the last six weeks, and Thompson said the shift in strategy will be long-term. Mobile messaging platform Attentive Mobile Inc., which works with beauty brands like Supergoop and Tarte Cosmetics, said the average daily number of people signing up for texts from Attentive clients from March 30 through April 12 was 53% higher than the average for both January and February. According to multiple sources, SMS messages have a 100% open rate as recipients dislike having unread text messages, which make them a particularly
Article source: https://www.glossy.co/beauty/how-beauty-brands-are-shifting-text-message-strategies-during-coronavirus
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