After her first son was born, Quinn Reitz was on the hunt for fashion items that weren’t obviously designed for nursing. Her search ended in frustration and empty carts — so she set out to do something about it!
Nursing Queen strives to be the number-one breastfeeding clothing company in the country, offering the best quality and styles at the best prices … because moms deserve it.
This support goes beyond great fashion, the business also provides job opportunities for moms, with part-time and flexible schedules to support their lifestyles.
The inspiring success of Nursing Queen reflected the loyalty and love of its audience.
But what did this mean for its SMS marketing?
Skip to 2021, Quinn was ready to scale Nursing Queen’s marketing.
SMS was on the radar, but the store had two hurdles to overcome before it could start generating revenue with text messages.
First, it needed an app. Then, it needed SMS subscribers.
That’s where Recart came in.
Nursing Queen’s goals? Build its list and boost its sales. Both were unlocked through ...
The opt-in incentive was simple. 10% off was all it took to add another 10,000 email addresses and grow its SMS list from 472 to nearly 7,000 in 14 months.
In truth, Nursing Queens acquired over 14,000 new text subscribers during that period. But, given the short timeframe of its products (nursing mothers), customers naturally move on after six months to a year.
To begin, the brand launched separate popups for mobile versus desktop, both of which included email then SMS. Soon after, it switch to direct-to-text, SMS-only on mobile.
Why? To reach new shoppers faster and more effectively within their tight window.
As we often see, direct-to-text mobile drove the majority of the opt-ins. Only 872 of its text subscribers opted-in through desktop, with a 2.5% conversion rate for SMS and 7.7% for email.
Meanwhile, the SMS-only popup cruised at a 4.1% conversion rate … stacking new subscribers into the best place they could possible go — the welcome flow.
SMS automation held the money-making key for Nursing Queen, generating a grand total of $385,797.
Together, the cart and browse abandonment flows produced $11,627 in sales at 9.5% clickthrough rates.
Nursing Queen’s audience are very engaged with high intent. However, due to limited breastfeeding periods, they have a short shopping window.
This makes the first message in the Welcome Flow (containing the discount and a link to purchase) the best-performing message of the brand’s entire SMS account.
That message performs so well Nursing Queen only follows up with two texts, while many other brands use five or more.
Nursing Queen sends top-notch promotions backed by a robust marketing calendar — from big events like Black Friday to smaller sales on Ground Hog Day to audience-specific celebrations like World Pumping Day.
For most brands, one event equals one campaign. Not so for Nursing Queen. Instead, its campaigns regularly include targeted follow-ups and triggered reminders.
Take its Easter texts, for example (emphasis on the plural). Notice how the number of recipients decreases with each send while ROI explodes.
Typical SMS platforms lean on sending more messages to make more money. But that means you have to spend more too.
Efficient SMS works in the opposite direction.
As the list for each campaign gets smaller, the likelihood of purchases grows. This is achieved through triggered segmentation based on actions. First, by removing anyone who purchased or added-to-cart from the “Follow Up.” Then, only sending to subscribers who clicked on the first two campaigns … but didn’t purchase with the “Upgrade.”
From 31X ROI for the first campaign to 59X for the second to 113X on the last. In real dollars, that means Nursing Queen spent an additional $31 to generate another $2,030.
In just over a year, Nursing Queen achieved its goals by …