Beauty

How Supergoop! Drives 29x+ ROI By Reaching Mobile-First Shoppers With SMS Marketing

Supergoop! sunscreen

167%

YoY subscriber growth

11.5%

CVRs on one-time marketing messages

29x+

overall program ROI

Learn how Supergoop! is using SMS to educate, drive sales, and create a new channel for two-way, real-time interactions with subscribers.

About

Founded in 2007 by Holly Thaggard, Supergoop! is the first protective skincare brand that puts sunscreen at the forefront of everything, making it easy and fun to incorporate SPF throughout your skincare routine. Every. Single. Day.

Challenge

Supergoop! was looking for an engaging way to directly communicate with its audience of mobile-first shoppers. Not only did Supergoop! want to feature its products, but it also wanted to build brand awareness and educate consumers about the importance of sun protection.

Solution

Partner with Attentive to engage with Supergoop! shoppers in a familiar way using text messaging. Educate, drive sales, and create a new channel for two-way, real-time interactions with subscribers.

The great thing about Attentive is that we can be flexible with our different testing and messages—and pivot depending on what we see has the most impact.”

– Caroline Homlish, VP, Direct-to-Consumer, Supergoop!

Strategy

Supergoop! drives opt-ins for its text messaging channel using Attentive’s “two-tap” sign-up on its mobile website, collecting email addresses and phone numbers simultaneously. Supergoop! also includes sign-up creatives on its desktop website to drive opt-ins no matter the device used. The Attentive team designs and customizes Supergoop!’s creatives to ensure it matches the brand’s aesthetic. After subscribers join, they receive an automated series of “welcome” messages.

Some of the ways Supergoop! uses its text messaging channel is to reward “VIP” mobile shoppers with exclusive offers and first access to new products, limited-time offers, seasonal messages, and brand awareness. “We use SMS as a way to show people how to use our products, why they should use those products, and the importance of applying SPF every day,” said Homlish.

Text messaging subscribers also receive individualized reminders about available coupon codes or recently abandoned carts. Supergoop! partners with Attentive to fully automate these messages, allowing for personalization at scale. “These messages are not just generic messages. They are really personalized to each individual subscriber and their unique experience on our site,” said Homlish. “We’ve been experimenting with the timing of when that cart abandonment message is deployed, and we’re constantly testing to optimize the effectiveness of that message.”

Supergoop! also uses text messaging for its “Sun 101” series, which educates subscribers about the many benefits of protecting themselves against the sun. The brand has found that using a genuine, relatable voice in its text messages helps maximize subscriber engagement.

Results

Supergoop! has partnered with Attentive since November 2017 and continues to grow its list of text messaging subscribers—with 167% growth YoY. Overall, Supergoop!’s text messaging program has delivered 29x+ ROI. On average, its one-time marketing messages drive 11.5% conversion rates.

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