11 months ago
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After a six-month test-and-learn approach to SMS marketing, Alo Yoga is using its learnings to power its 2024 acquisition and retention strategies.
“SMS now represents 4% of our total business revenue,” said Cher Fuller, senior director of digital marketing at Alo Yoga. “There’s a ton of growth potential for revenue, but also as an acquisition channel surpassing, or getting on par with, our email program.”
Fuller credits SMS marketing’s nimbleness: Where emails require hours of work done by a creative using original imagery and graphics, for a text, Fuller is able to create a marketing segment and bespoke landing page, and provide a link to Alo’s [marketing] team in under five minutes, she said. SMS messages from Alo include intro discount offers and teasers for new campaigns, for example.
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English (US) ·