Holiday SMS Strategies by Vertical:
Holiday SMS Strategies by Vertical: Beauty, Apparel, Wellness & More
What drives SMS engagement for holiday sales? Texting is a great start; statistics show that 94% of text messages get read. But simply knowing that isn’t enough. Depending on your target segment, SMS habits might differ. You need to know these differences if you’re going to create an SMS holiday campaign that’s going to have an impact.
During the holidays, there are some campaigns that work every time. Beauty, apparel, and wellness gifts are extremely popular during the holiday shopping season. We expect 2020 to be no different.
But how do you match your SMS campaigns to the appropriate segments? Do beauty customers have different preferences than those buying apparel? And what about individual segments within these industries?
In this deep dive, we’ll explore the best SMS marketing practices during the holiday season. We’ll also explore what’s been working across different industries. Specifically, we’ll look at the following verticals: beauty, apparel, wellness, subscription, and enterprise.
To dive even deeper, we’re going to take on each vertical one-by-one. This will give us a snapshot of each industry and allow us to examine the specific SMS and holiday campaigns that are working well.
Direct-to-consumer beauty products are all the rage. We’ve noticed that Holiday SMS campaigns with beauty brands are most successful when they engage customers on a community level. But how can you leverage SMS strategies to encourage more digital purchases?
Wellness brands often get lumped in with beauty and personal care. But the wellness industry is much larger than you might think. The challenge of the COVID-19 pandemic highlighted the need for effective wellness marketing. How can you launch an SMS campaign to differentiate your brand?
More and more people are using subscription purchases for their online consumption, and you should expect that trend to show up in holiday sales as well. Gift boxes and year-long memberships make great professional gifts. The result: the holiday season is an ideal time to capture market share.
At the enterprise level, SMS makes it possible to personalize large customer segments. Even large companies can build holiday campaigns that feel custom-tailored. Leveraging the appropriate customer data, a holiday campaign based on SMS can benefit large and small businesses alike.
Written by Kaleigh Moore
Kaleigh Moore is a freelance writer for ecommerce companies.