As it turns out, many brands are finding success with this strategy.
Author:Mekita RivasUpdated:Jan 17, 2020Original:Jan 17, 2020It began inconspicuously enough. Twenty-three days before Christmas, I received a text message from someone that my smartphone detected as "Lucy." The last Lucy I knew and interacted with in real life was a woman I met while interviewing for a job more than five years ago. I was pretty sure it wasn’t her.
"Have you been getting texts from...brands?" I asked a friend one day. "Yes," she responded, letting out a sigh of exasperation before adding, "It's kind of a lot." Of the 14 texts I received from that beauty brand, only one gave me the clear option of opting out. Indeed, the fact that this option wasn't explicitly spelled out from the very beginning frustrated me more than the texts themselves. I was also a bit turned off by the texts' overall sales-y approach. Even though I had given the brand my phone number when I ordered from them, the whole thing just felt somewhat invasive.
Mejuri also uses text messages to send restock updates, but customers must opt in to receive those communications. Savoie says texting has been "extremely successful" for the brand, underscoring one critical point: "We never initiate a conversation first, which allows us to ensure that the relationship is at the customer’s convenience."
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