How Bliss Re-Engaged Text Messaging Subscribers, Driving a 16x+ ROI

Challenge

Bliss was looking for new ways to impact its overall e-commerce business, including the acquisition and retention of text messaging users to complement its on-site email capture promotion.

Solution

Partner with Attentive—a personalized text messaging platform—to re-engage text messaging subscribers from a previous program. Launch a mobile sign-up flow that captured email and text messaging subscribers simultaneously.

Strategy

First, Bliss unified its brand messaging across all marketing channels to create a consistent experience for new text messaging subscribers. Second, for subscribers from the previous program, Bliss worked with Attentive to craft a “We Miss You” series that encouraged lapsed users to come back and redeem a discount—ensuring list growth compliance along the way.

To help complement its email growth initiatives, Bliss implemented Attentive’s “Email-First” sign-up unit, which allowed the brand to collect email addresses and phone numbers simultaneously. When a user visits Bliss’s mobile website, they are prompted to first input their email address. Then, to finish their sign up and receive their offer, they opt in for text messaging on the next screen by tapping a call to action button. This pre-populates an opt-in message in their native text messaging app. They simply press “send” to opt in to the program.

Finally, to grow subscribers on channels other than its website, Bliss also implemented Attentive’s “two-tap” sign-up feature within Instagram Stories. By swiping up on the Instagram Stories, Attentive’s technology will open the user’s native text messaging app with a pre-populated opt in message.

Bliss uses its text messaging program in a number of ways, including seasonal sale promotions, discounts exclusively available for SMS subscribers, and tutorials for creating at-home facials using their products—a smart way to share content directly related to available products.

Results

Bliss’ re-engagement initiative was extremely successful—the brand was able to retain 99% of subscribers from its previous program as active subscribers. For new subscribers, Bliss’s mobile opt-in rate was 9.2% for the first month, exceeding Attentive’s 4% opt-in benchmark. And, for those new subscribers, 56% clicked on the first Welcome offer sent, introducing them to Bliss’s text messaging program and providing a discount on their next purchase.

For one-time campaign messages sent, like seasonal sales or DIY content, Bliss sees conversion rates of 9%—proving that its text messaging subscribers are highly engaged.