“We had a bit of initial hesitation around using it,” Martirosian said. “We were worried a bit about whether this was something people would respond to. I personally didn’t use SMS services much myself, but I tried it, and I found that it was really convenient. And our customer responded to it so well.”
At first, the brand only sent two texts a month to inform customers about new product launches, as well as a welcome text when customers first signed up to receive messages. Slowly, it began adding more texts each month about promotions or secret sales that one could only find out about by getting an SMS. The latter has driven the most traffic, Martirosian said. SMS, in general, is twice as effective at converting to sales as the brand’s next best channel: social.
This week, Rebecca Minkoff is trying a new SMS strategy based on the success the team Article source: https://www.glossy.co/fashion/how-text-messages-became-rebecca-minkoffs-most-effective-marketing-channel/
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