How conversational commerce helped Blume build a list of 10,000+ subscribers

Based in Canada, Blume is a skin, body, and period care brand providing vegan and cruelty-free face wash, organic feminine products, and moisturizers. Made in North America, Blume products are available for purchase online, on a subscription basis, and through Sephora’s online store.

Blume iphone mockup

Blume: Coffee’s on Blume! ☕ Have your barista in-store (or at the drive-thru) scan this barcode and get a self-care treat. Everyone gets the same code so once it runs out, it’s gone. In the spirit of sharing, please stick to just one drink. Post a pic of your treat + tag us @blume!

First Come First Serve Code from Blume
First Come First Serve Code from Blume

10,000 SMS subscribers with Postscript

As the retention marketing manager at Blume, Ashley Barraud recognizes the power of using SMS to create meaningful customer connections. “SMS gives us an avenue to talk to people,” Ashley said, “There are a lot of people who don't want promotional emails anymore, but they will sign up for SMS.”

When Ashley joined the marketing team in December 2020, Blume already had a robust SMS program. Most new SMS subscribers came through social media, but they wanted to give customers more opportunities to connect. Ashley shared:

“Previously, we weren't even grabbing SMS leads from our homepage, from our pop-up. So we have implemented that. That's why we see the list growth we're seeing right now.”

“We see SMS as another huge opportunity for us. Right now, seeing the growth is exciting for what we can do next.” — Ashley Barraud, Retention Marketing Manager, Blume

Solution

Blume uses SMS to meet its younger audience where they are, developing ongoing customer relationships to drive retention and revenue. “We've seen really good responses in terms of SMS, and haven't seen a ton of churn,” Ashley said. Here are two strategies that have led to Blume’s success with Postscript:

  1. Experimenting to learn customer preferences. What’s the best way to nurture your new leads? What messages get the most traction? Do older subscribers respond to a sales message or a discount code reminder? When it comes to testing, Ashley admits it can be nerve-wracking; there’s always a fear of losing subscribers. “But on the bright side,” she said, “Now I know who's engaged.”
    Experimenting helps Blume uncover the best cadence and content for each customer segment. With Postscript, Blume meets people at the right time with the right message, whether it’s a ReCharge customer, an abandoned cart customer, or someone who’s never purchased. “It's all about segmentation and how we're speaking to those audiences,” Ashley said.
  2. Connecting BEYOND products. Blume isn’t afraid to step outside of personal care products or connect with customers in creative ways. The company goes beyond traditional SMS promotions and discount codes to engage with subscribers on a deeper level. With unique campaigns like a Starbucks giveaway and a community book club, Blume builds a creative, memorable SMS experience for its customers.

Results

blume-send-coffee
Blume iphone mockup

Blume: Coffee’s on Blume! ☕ Have your barista in-store (or at the drive-thru) scan this barcode and get a self-care treat. Everyone gets the same code so once it runs out, it’s gone. In the spirit of sharing, please stick to just one drink. Post a pic of your treat + tag us @blume!

Blume iphone mockup

Blume: It’s National Hug Day! Big (virtual) hugs from us to you—and if you’re looking for 
a self-care treat today, meet 
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“We really want to make sure we're making a connection with people that's going to last. We're not just saying, ‘Buy this product,’ all the time. We're connecting with people on a level that’s outside of our product.”

— Ashley Barraud, Retention Marketing Manager, Blume