Doe Beauty's 12x ROI... plus another coffee meetup☕

📆 Events

TOMORROW! (As of writing…)

If you're in New York, don't miss the eComm Coffee Collective on Wednesday, June 5th!

We are thrilled to co-sponsor this fantastic event series hosted by Yotpo with Tapcart.

A big shoutout to Sam from Yotpo for organizing what promises to be another super fun get together.

This casual meetup is a great opportunity to network with about 30-40 professionals, including brands, agencies, and tech partners.

The event will run from 8:30 to 11 AM.

It’s kind of a “drop by” thing so come when you can.

We hope to see you there!

📅🔗For the rest of the details or to RSVP, click here. 🔗📅

⚡️ New In HiTide

My favorite part of the newsletter… sharing what we shipped!

This week we made significant improvements to our connection flows for Attentive, especially for accounts not on the new Attentive single account view.

If you have multiple regions, we've made it much easier to connect your various accounts and collect SMS for each region.

It's a quick but important fix that will streamline your setup process.

Spend less time fiddling with account connections and more time growing your list! 🚀

🔍️ Case Study: Doe Beauty

Since you’re in ecomm you almost certainly know of Doe Beauty and probably awesome founder Jason Wong too (side note: highly recommend you check out Jason’s packaging breakdowns on Twitter for Paking Duck).

But let me start with a quick intro:

Doe Beauty, a California-based brand known for their weightless lashes and eye care products, has cultivated a passionate Instagram community of over 60,000 followers. However, the unreliable reach of Instagram posts and stories meant many customers were missing out on important updates like sales and events.

Doe Beauty recognized the power of SMS marketing for engaging customers but faced the challenge of converting their Instagram audience into SMS subscribers at scale. They partnered with HiTide to tackle this problem head-on.

The Strategies

Doe Beauty integrated HiTide's Instagram DM automation to launch a conversational SMS acquisition flow that aligned with their brand voice.

They centered a giveaway campaign around an organic feed post, inviting followers to drop Doe's signature "☁️" emoji for a chance to win a year's supply of lashes. This engagement tactic boosted post distribution and social proof.

Participants received a personalized entry DM, bringing the opt-in conversation directly to their inbox. HiTide's seamless integration with Postscript enabled Doe to effortlessly convert these conversations into TCPA-compliant SMS subscribers.

The Results

Doe's giveaway reached an impressive 30% of their total Instagram following. Over 85% of participants who triggered the automated DM opted into Doe's Postscript SMS list, with 43% being net new subscribers.

Using HiTide, Doe acquired new SMS subscribers at an effective cost of just $0.16 each, before even factoring in subsequent purchases. In the three weeks following the campaign, they saw a remarkable 12X ROI from downstream orders.

Notably, 55% of subscriber orders came from net new SMS subscribers, and 37% were from customers who had never purchased from Doe before. Campaign subscribers who made a purchase had an average order value 13% higher than Doe's overall AOV, with net new subscribers' AOV being 28% higher.

With HiTide, Doe Beauty unlocked a powerful new channel for SMS list growth, enabling them to increase engagement and drive significant revenue.

🔗 Quick Links

9 excellent SMS campaign examples from Shopify.

Shopify recently shared a bouquet of excellent SMS messages sent from leading brands covering everything from abandoned cart recoveries to welcome messages to giveaways.

SMS for info products, hmmm… 🤯

Most people, myself included, associate SMS exclusively with ecomm marketing, but I expect other industries to catch on to this excellent channel soon. This tweet made me think about how there is a ton of opportunity for info products, saas, and local businesses to start winning with SMS marketing.

Until next time!

-Jesse