See how two modern brands used mobile messaging over Labor Day weekend to reach on-the-go shoppers.
Labor Day, a holiday in early September that celebrates the American labor movement and the contributions of workers in the United States, traditionally marks the unofficial end of summer. Many Americans take advantage of the long weekend by traveling or spending time outdoors—whether it be at a barbecue or the beach.
While their first order of business is relaxing, on-the-go shoppers still keep an eye on Labor Day weekend sales. This Labor Day, brands drove significant traffic and revenue by sending mobile-exclusive offers or other promotions via text messaging, drawing in shoppers who may have been less likely to check emails over the long weekend.
Here are two of our favorite text message marketing campaigns sent by retail brands during Labor Day weekend:
What they did
HAIRtamin, a vegan and cruelty-free hair vitamin brand, sent a text message to mobile subscribers offering exclusive early access to their Labor Day sale. The brand included an eye-catching graphic to drive excitement around the “BOGO” (buy one, get one) sale. They also used a playful emoji as a fun way to draw shoppers’ attention to the call-to-action. HAIRtamin ended with a link to their site so shoppers could easily complete their purchase.
Why we love it
Because most people open text messages immediately, it’s the perfect way to drive action around limited-time offers. And because mobile subscribers are high-intent shoppers, it’s the perfect way to reward the most loyal customers. HAIRtamin’s custom graphic instantly communicates the promotion before shoppers read the following text message. Finally, forgoing a code for a custom link creates a seamless experience for shoppers to complete their purchase without delay.
What they did
Instrument retailer and music brand Sam Ash created a secret sale exclusively for their text messaging subscribers. By sending a “secret” sale to mobile subscribers, the brand drove immediate action and created a feeling of being “in-the-know.” They included a playful graphic that matched the sentiment of the end-of-summer holiday celebration. They also drove in-store traffic by explaining that shoppers could show the message at the cash register. Lastly, they included a link back to their site so shoppers could immediately start browsing the sale.
Why we love it
The personal nature of text messaging offers retailers an ideal way to create exclusive events for shoppers. The immediacy of mobile messaging is also a great way to reach on-the-go Labor Day weekend shoppers who are looking for deals. The holiday-themed graphic captures shoppers’ attention and provides a quick overview of the promotion. Finally, offering the chance to shop the sale in-store is a great way to drive foot traffic and highlight the brand’s central experience: trying out instruments in-store.
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