Trailblazing Fitness Brand Incorporates SMS for 9× Email Click Rate

Flipbelt wanted to add SMS campaigns to their marketing strategy with the goal of connecting with customers via smart phones to increase sales.

The first challenge was building a profitable SMS channel from scratch, with no existing foundation to build on. Next came the task of growing a large enough subscriber list to make the investment worthwhile. Finally, increasing click rates became a key focus to ensure strong engagement and ongoing performance.

An SMS campaign needs SMS recipients, so the Go Fish team began by working with the client to set a goal to note the number of SMS subscribers desired before launching a campaign.

To create this subscriber list, the team developed sign up forms with various targeting methods and set the targeting parameters to align with where each user was in their customer journey. Through Go Fish’s partnership with Klaviyo, the team was able to identify site visitors who were already subscribed to email marketing and target them with specific messaging to sign up for SMS.

With an established SMS subscriber list, the client was able to roll out their first SMS campaign. The creative and messaging was positioned in a way that utilized automation to reach the subscriber at varying points of the sales funnel.

The segmentation of messaging throughout the user’s sales journey was broken into a welcome series at the top of the funnel, browse abandonment and abandoned cart in the middle, and post-purchase at the end.