Using Multiple Channels To Boost Your Company’s Revenue

How we used SMS marketing, pop-ups, push notifications, and emails to
increase our client’s revenue in 2020

Challenge

This cosmetics brand started at almost the worst time in history – a few months before the
pandemic hit. Up until the hard lockdown started, they were only beginning to build their
customer base, secure their brand within an extremely competitive industry, and find their
niche. They had just managed to do so, and then trouble hit.

This cosmetics brand started at almost the worst time in history – a few months before the pandemic hit. Up until the hard lockdown started, they were only beginning to build their customer base, secure their brand within an extremely competitive industry, and find their niche. They had just managed to do so, and then trouble hit.

Solution

COVID-19 caused us to hit the pause button on our strategy for this brand. We needed
to expand our range of channels if we were going to succeed. We needed to increase
their customer base, connect with their audience, and, most importantly, bring in as
much revenue as possible while keeping their situation in mind.

COVID-19 caused us to hit the pause button on our strategy for this brand. We needed to expand our range of channels if we were going to succeed. We needed to increase their customer base, connect with their audience, and, most importantly, bring in as much revenue as possible while keeping their situation in mind.

Our plan was born: reach their customers where they are.

Pop-ups

For this brand, we wanted to ensure that our pop-ups were eye-catching, interesting,
and that they would make an offer a site visitor could not refuse. We did this with bright
designs, enticing copy, and discounts that made it almost impossible to refuse.

For this brand, we wanted to ensure that our pop-ups were eye-catching, interesting, and that they would make an offer a site visitor could not refuse. We did this with bright designs, enticing copy, and discounts that made it almost impossible to refuse.

SMSes

If people weren’t already addicted to their phones, the pandemic certainly exacerbated
it. Everyone wanted updates from friends and family, news stations, and anything else
they could get their hands on.

This was the perfect opportunity to engage with our client’s audience, because we knew
they’d be more likely to open an SMS than an email.

Our strategy was simple: Put in as much value as possible using fewer characters.

We didn’t want to overwhelm their customers, but one or two SMSes per week allowed
us to get the message out, and the revenue in. And it worked, really well.

If people weren’t already addicted to their phones, the pandemic certainly exacerbated it. Everyone wanted updates from friends and family, news stations, and anything else they could get their hands on.

This was the perfect opportunity to engage with our client’s audience, because we knew they’d be more likely to open an SMS than an email.

Our strategy was simple: Put in as much value as possible using fewer characters.

We didn’t want to overwhelm their customers, but one or two SMSes per week allowed us to get the message out, and the revenue in. And it worked, really well.

Push Notifications

Push notifications are meant to provide value to the users, and shouldn’t be sent so often that
users become irritated with them and disable them.

While we didn’t send out many, we thought we’d at least give it a shot. We agreed to target
users who didn’t have their emails open, but were connected to the internet. The notifications
would open right on their desktop, which would catch their attention immediately.

With just a few push notifications, we managed to generate revenue for our client, proving
that taking a chance on multiple channels really does have limitless potential.

Push notifications are meant to provide value to the users, and shouldn’t be sent so often that users become irritated with them and disable them.

While we didn’t send out many, we thought we’d at least give it a shot. We agreed to target users who didn’t have their emails open, but were connected to the internet. The notifications would open right on their desktop, which would catch their attention immediately.

With just a few push notifications, we managed to generate revenue for our client, proving that taking a chance on multiple channels really does have limitless potential.

Emails

The average email open rate for cosmetics brands is lower than 10%. That was already
enough of an issue, but there was another problem at play here: Traditional emails just
weren’t going to do the job during the pandemic. This client’s customers wanted to feel like
they were seen, heard and understood.

In other words, they wanted personalized content.

So, along with valuable input from our client, we decided to send more personalized emails
authored by the CEO, where she would talk about her mental health, her experience of the
pandemic, and anything else she knew her customers would relate to.

Fun fact: While we weren’t actively pushing products and selling anything in these personal
emails, they still generated revenue!

The average email open rate for cosmetics brands is lower than 10%. That was already enough of an issue, but there was another problem at play here: Traditional emails just weren’t going to do the job during the pandemic. This client’s customers wanted to feel like they were seen, heard and understood.

In other words, they wanted personalized content.

So, along with valuable input from our client, we decided to send more personalized emails authored by the CEO, where she would talk about her mental health, her experience of the pandemic, and anything else she knew her customers would relate to.

Fun fact: While we weren’t actively pushing products and selling anything in these personal emails, they still generated revenue!