With 66% of consumers engaging with branded SMS messaging, it's clear that SMS marketing has become a powerful tool for brands across all industries. For beauty and wellness brands in particular, SMS marketing offers unique opportunities to create personalized, timely, and impactful connections with customers.

Since beauty and wellness products are inherently personal and often tied to self-care routines and individual preferences, SMS marketing allows brands to tap into this personal nature by delivering targeted messages directly to consumers' most intimate device - their smartphones. Here’s why our D2C team recommends looking into adding SMS marketing into your brand’s strategy as soon as possible.

See High Open and Engagement Rates

One of the most compelling reasons for your brand to adopt SMS marketing is its unparalleled open and engagement rates. SMS messages have an average open rate of 98%, far surpassing email marketing's average of 20%. This means that nearly every message sent has the potential to be seen and acted upon by the recipient, maybe even instantly — 33% of consumers check their text messages within one minute of receiving them. SMS marketing ensures that your brand’s urgent information reaches customers promptly.

Furthermore, SMS messages have an impressive click-through rate (CTR) of 20-35%, compared to email's 1-10%. This higher engagement rate translates to more opportunities for beauty and wellness brands to convert messages into sales or other desired actions.

Our team leverages the immediacy of SMS to announce new product launches or limited-time offers, using shorter copy to create a sense of urgency that drives quick sales and generates excitement around your brand. However, it’s best to be mindful of how often you send messages and at what times. With 96% of consumers reporting occasional annoyance with SMS marketing messages, we aim to send no more than 4-5 messages per month to avoid overwhelming subscribers.

Embrace Personalization and Exclusivity

By engaging with your customers through SMS as a trusted resource with exclusive access to brand knowledge, your brand will unlock its potential with one of the industry’s biggest keys: personalization. SMS marketing creates a sense of exclusivity and personal connection that resonates well with beauty and wellness consumers. By sending personalized product recommendations, exclusive offers, or early access to new collections, you can make your customers feel valued and part of your brand’s exclusive community.

This exclusivity can take many forms. Our team will use customer data to segment audiences and send targeted messages based on preferences, purchase history, or skin type. For example, we like to send personalized skincare tips or product recommendations tailored to each customer's specific needs. Your brand could also create this sense of exclusivity by offering SMS subscribers special discounts, early access to new products, or VIP event invitations to boost sales and customer loyalty.

Take the Step Towards an Omnichannel Strategy

While SMS marketing is powerful on its own, it's even more effective when integrated with other marketing channels like email, social media, and brick-and-mortar experiences. By creating automated flows, your brand can take the step toward a more cohesive omnichannel strategy. 

SMS messages should be short, clear, and provide immediate value to the recipient by focusing on the most important information and including a clear call-to-action. There’s no easier way to do this than to develop a suite of automated SMS messages that will act at various touchpoints for your brand. Our team typically recommends implementing Welcome messages, Post-Purchase messages, and more. An Abandoned Cart flow would send gentle reminders to customers who have left items in their online shopping carts. By including a direct link to complete the purchase, you’ll make it easy for your customers to follow through. You can even incentivize messages at different send times, offering special discounts to encourage completing an order.

In an industry where personal connection and timely communication are paramount, SMS marketing will offer your brand a direct line to your customers. Let our D2C team execute a flawless SMS strategy that will take your customer connection to the next level. Head over to https://www.frontrowgroup.com/contact/ to start collaborating with us on your brand’s next great partnership today.