See what's new in our latest product release: AI, SMS and MMS.
General retail
London Lash earned £114K revenue from SMS alone with an impressive ROI of 7:1.
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SMS sent
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of UK revenue from SMS
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ROI from SMS
London Lash is the leading supplier of eyelash extension supplies, providing high quality professional eyelash extension products to technicians all over the world. With over 10 years’ experience London Lash is an industry leader, well-known for providing the best quality products and having an excellent knowledge base to support lash stylists of all levels.
Challenge
After 10 successful years of incredible growth, London Lash was looking for new ways to engage customers and inspire repeat purchases. Email alone wasn’t cutting it.
Understanding that a cross-channel strategy was required create stronger, longer-lasting customer relationships, London Lash decided to expand its marketing channels. The brand wanted a channel that could re-engage customers, drive high engagements, boost conversions, and set it apart from the competition.
After some thorough research, SMS marketing with Dotdigital was the obvious choice. SMS offers high delivery rates, often sitting around the 98% mark, meaning SMS is the perfect channel for cutting through the noise of a busy inbox and grabbing customers’ attention.
Solution
The brand introduced SMS as a general marketing channel and saw instant results. SMS campaigns require no design input, meaning the London Lash team could add SMS into the mix without a huge uplift in workload.
Knowing that holiday periods generated high engagement for the brand, the marketing team at London Lash decided to utilize the new SMS channel for key ecommerce holidays, and saw instant results. The brand created dedicated SMS marketing campaigns around Black Friday, Cyber Monday, Christmas, Boxing Day, Valentine’s Day, and Easter. While many of the brand’s competitors were relying on email; SMS meant that London Lash stood out from the crowd and captured customers’ attention, which in turn drove more sales.
London Lash also saw great results when using SMS to let customers know about flash sales. The high deliverability rate and direct nature of SMS makes it the perfect channel for time-sensitive flash sales that would easily be missed in a busy email inbox. Flash sales are a strong revenue driver, as they mobilize customers fast and the often generous offer also works to re-engage lapsed customers. The time restriction protects your bottom line and also makes customers signed up to SMS feel they’re getting a clear benefit for being subscribed.
Patricia Paes, Senior Digital Marketing Manager, London LashThe fact that we can combine SMS with our email marketing strategy has changed the way we communicate with our customers in the last year! Since integrating SMS with Dotdigital, we're reaching our customers at the right moments, with the right messages, and the results speak for themselves. ”
Results
London Lash has seen increased engagement, and crucially, increased revenue thanks to its SMS campaigns. During the first six months of their campaign, London Lash earned £114K revenue from SMS alone with an impressive ROI of 7:1.
London Lash also saw an increase in repeat customer numbers since the implementation of SMS as a marketing channel. SMS is a great channel for mobilizing customers and directing them to site, London Lash’s utilization SMS for flash sales is a great example of this.
Looking ahead
London Lash has seen great success with SMS in the UK, and the brand is now looking to incorporate SMS into its global strategy. The brand has recently implemented SMS in the USA and France, and is looking into exploring other markets soon, including Australia, Canada, and Germany.