Case: SMS texting and Tails.com
How to increase audience loyalty with SMS
September 1, 2022
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Tails.com
A foreign company that produces and supplies dog food. They believe every dog is different, and therefore create food specifically for each pet, taking into account various factors related to its age, habits, health, etc. In just a year, the company has won the loyalty of a large audience across the UK. However, the guys decided to accelerate the pace of development and chose SMS to achieve their goal.
Issue
Tails.com was not sure that customers would respond positively to SMS messages. There was a fear of appearing intrusive.
Objective
To accelerate the pace of development.
Solution
Test the campaign on a small group of customers.
Result
The SMS campaign helped to inform existing customers about changes in the product range, special offers and promotions; the cost of the SMS campaign was low, and the read rate was about 98%. The campaign used personalisation by filling in not only the customer's name but also the promotional code (and later the dog's name, if necessary). Well, the result was not long in coming: on the very first day of the campaign, new customers started to call. The SMS campaign increased the number of referrals by 0.4%, and this number continues to grow.
0,4%,
increase in the number of referrals
98%
percentage of read messages
Here's one of the messages that was sent out:
September 1, 2022
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