VANITY TABLE gets the majority of its online purchases through its mobile application.
While the app was very successful, recent updates from Apple and Google meant it could no longer target all past buyers with push notifications.
If a user didn’t interact with the app for between one and three weeks then notifications were automatically muted.
VANITY TABLE needed a solution that turned shop visitors into SMS subscribers in order to re-market to them with a mobile-first approach and encourage app downloads.
To achieve its goals, VANITY TABLE enlisted the help of Recart. Together with its Customer Success Manager, three tactics led the way:
Desktop and direct-to-text mobile opt-ins to grow the SMS subscriber list quickly and in a compliant manner
A multi-part sequence to greet new subscribers, drive sales immediately, and encourage app installs
Stand-alone sends featuring exciting deals, new announcements, and (especially) holiday discounts
The Recart team created a fully-responsive, mobile-optimized pop-up that reflected VANITY TABLE’s brand colors and style. The messaging was simple and to the point, with a promise of promotion alerts after subscription.
They utilized direct-to-text technology to maximize subscriber growth. This method lets visitors opt in using two simple clicks.
Once a customer opted-in, they received a series of automated welcome messages. The primary objective of this flow was to get people to download and use VANITY TABLE’s app.
The Welcome Flow consists of three SMS messages:
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VANITY TABLE started using Recart’s SMS marketing platform in November, just in time for Black Friday promotions.
Take a closer look at its Black Friday campaigns:
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A successful subscription is followed by an immediate Welcome Flow to greet the customer, deliver the discount code, and provide a link to navigate back to the store.
Keeping the message short ensured the SMS didn’t exceed character limits and therefore kept the cost low and the budget optimized.