Scaling to $20.86M in 6 Months: Her Fantasy Box’s SMS Marketing Triumph

From a self-funded venture that launched in June 2022 to $20M+ in sales in 2 years, Her Fantasy Box is a success story all small business owners can rally behind. 

Her Fantasy Box was created to provide stigma-free, plant-based feminine hygiene products that would break the silence on topics women have been taught to whisper about.

This kind of success proves that you don't need the marketing budget of Coca Cola to render dividends when it comes to utilizing SMS marketing for your needs.

To all the bootstrappers & self-starters in ecommerce land, we’re going to dig into Her Fantasy Box’s SMS strategy that included:

• Testing message delivery (incremental changes, big shifts in numbers)
• The importance of your flows (you’ll be amazed at what flows unexpectedly added to the bounty)
• And examining how the impact of their SMS list growth profoundly elevated their bottom line (you’ll easily be able to see the correlation)

Always Be Testing

Her Fantasy Box onboarded with Recart’s fully managed service, where their dedicated CSM (Client Success Manager) immediately swooped in like a caffeine-fueled squirrel on a nut hunt, to construct pop-ups to grow their audience.

They A/B tested various versions, aggressively comparing key metrics such as open rates, to identify the most effective template that would give the client the biggest return on their investment.

What's the recipe for pulling in these kinds of numbers?

• The popup is triggered once a customer enters the website
• A fullscreen popup with a "close" button delay of 4-seconds
• Capturing both SMS & email
• Recart's In-popup confirmation

Recart's In-Popup Confirmation feature has been the secret sauce needed for HFB to see upticks in conversions, optins, and revenue from Day One.

Even more impressive, Her Fantasy Box managed to surge their list growth without compromising their profitability.

The Welcome Flow

When your list growth is happening at breakneck speeds, sequences like your “Welcome Sequence” become your bread & butter.

This single Automated Flow, giving their new customers a quick welcome, has generated over $2.03M+ in sales with a ROI of 51X, to date.

Though some unsung heroes that added to the bounty were: 

The Abandonment Flow

The Abandonment Flow (Abandoned Cart & Browse Abandonment), generating a total of $257,816 in sales with an ROI of 9.5X

The Fulfillment Flow

The Fulfillment Notification Flow (you know, that message you send to your customers updating them about their shipping status) has generated $34,336+ in sales with an ROI of 16X.

And we already know what you're thinking.

Why would people shop from a non-promotional, transactional message?

Because of a cornucopia of psychological emotions (e.g., a dash of anticipation & excitement, a splash of transparency & elevated trust, a dollop of reduced anxiety), so when done right, it creates a positive customer experience & higher engagement from your customers.
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Let's review how they get from A to B.

1. They click on the link and check where their shipment is.
2. Once they're on the website, Shopify's default order tracking page offers them similar products.
3. They continue their journey from there and order again.

Herein, another unexpected (but welcomed) avenue of sales.

The Order & Receipt Flow

The Order & Receipt Flow (to jog your memory, where you send their order information, their receipt, and an optional discount code that would prompt a repeat purchase), generated an additional $29,129 in sales with an ROI of 6.7X

Within that 6-month time frame, Her Fantasy Box has sent 3.7M+ messages that has generated an additional $2.39M+ of revenue — with a “not to shrug off” ROI of 30X.

Advice from the Maestros

After a mind-blowing 2-years of success, Her Fantasy Box has big plans for Q3 / Q4. 

And yet, they’d like to distill advice to new & emerging brands:

"Determine whether you envision selling your company in the future and set a high target before you earn your first dollar. This way, as revenue starts to flow in, you remain motivated and avoid complacency, knowing your ultimate goal has yet to be achieved.
Prioritize getting your product into the hands of as many customers as possible during the first year before concentrating on the bottom line, depending on your business’ long-term goals." - Wilder Polycarpe

Six Months Summed Up

Between January and July 2024, Her Fantasy Box has accumulated: