About the Brand
Bliss is a spa skincare brand that combines 20+ years of professional skin expertise with cutting-edge innovations and nourishing ingredients to create products that leave you – and your skin – glowing.
The Challenge
The Bliss team was looking for new ways to grow their overall eCommerce business, prompting Blue Moon Digital to recommend relaunching an SMS program for the acquisition and retention of customers in complement to the email strategy.
Our Solution
We partnered with Attentive – a leading SMS platform – to launch SMS campaigns, with Blue Moon Digital supporting Bliss’s program strategy and execution. Together we set up a mobile-optimized two step on-site capture promotion to gather email in addition to a phone number. Then we set out to re-engage users from a past email program while also acquiring new subscribers. That strategy began with a “We Miss You” message for lapsed users that encouraged them to come back with a discount incentive. Our team then implemented multiple iterations of offers for new users, including mobile signup, text-to-join, swipe up to join on Instagram, and a site pop-up.
We recommended additional acquisition and testing strategies such as loyalty segment outreach, and MMS vs. SMS to gauge whether users responded to imagery vs. copy imagery. Finally, we began unifying messaging across channels to create a consistent brand experience for new subscribers.
Our Results
INCREASE IN SMS REACH IN UNDER ONE MONTH
ROI FOR THE OVERALL PROGRAM
CONVERSION RATES FOR BLISS CAMPAIGNS
In the first month of launch, program performance beat all expectations with the following results:
After launching the new on-site capture feature, SMS saw opt-ins as high as 400 new subscribers per day.
Bliss’s mobile full screen opt-in rate was 9.2%, exceeding Attentive’s 4% full-screen opt-in benchmark.
When reengaging a list from two years prior, 99% of subscribers were retained as active subscribers.
Email subscribers grew by 6.51% and of these new subscribers, 57.36% also optedin to SMS. This allowed SMS to increase its reach by 17.74% in under a month.
Bliss campaigns saw click-through rates upwards of 6% compared to a benchmark of 3-5%, and 8-18% Conversion Rate that dramatically surpassed Attentive’s 1-2% benchmark.
Overall program 16.9x ROI– exceeding our initial estimates of 10x ROI.
“The team at Blue Moon Digital helped strategize and implement a robust SMS plan that outperformed our ROI objectives while driving customer acquisition and retention. By leveraging the Attentive platform and Blue Moon Digital’s support, we were able to increase our overall reach of subscribers and further grow the ecommerce business. “
– Gabriela Cruz, Sr. Manager, Digital Marketing, Bliss
