How Luxury Brands Capture SMS Subscribers from Their Existing Email List

 

You want to grow your SMS so that you can continue to reach your audience on channels that they want to hear from you on.

Inviting your email list subscribers to join your sms list is a great way to grow your sms list with customers you know are already engaged.

SMS can have a reputation of being too intrusive or annoying, which is a big concern for luxury brands. There are many ways to position your SMS list as a luxury channel. Below are two examples from Khaite and from Hill House Home.

Example 1: Khaite

  1. Make it meaningful. Khaite timed their SMS launch with their brand’s anniversary. This helps give purpose to their launch

  2. Be exclusive. Khaite uses the phrase “You’re Invited” to help convey exclusivity, as if to imply that not everyone is welcome on their list. It also makes the SMS subscription feel more like a timely event, rather than an afterthought.

  3. Incentivize. Khaite is offering $200 off for those that join their list.

  4. Emphasize Convenience. By using the phrase “At Your Fingertips” Khaite is highlighting the benefit of subscribing to SMS - that you’ll easily get access to their exclusive promotions and news.

  5. Keep it Simple. This email gets straight to the point and isn’t distracted by other promotions and imagery.

Example 2: Hill House Home

  1. Know Your Audience. Hill House is known for their “drops” and does a great job of building excitement for each collection. (More on that to come!) They’ve also done a good job of conveying limited supply during their drops, incentivizing their customers to act urgently. The subject line of the email and the heading respond perfectly to this.

  2. Be relatable. First of all, no one refers to the channel as “SMS” unless you work in marketing. Using the word “text” is obviously much more relatable. However, they still keep it luxe by using the word “VIP.” The image that they use is also a great example of being relatable and knowing their customer. They’ve built a solid community (#napdressnation) of fans of the brand that love to bond over their love for Hill House, and this text screenshot captures that.

  3. Large CTA. Like Khaite’s example, the email is short and to the point, and the big clear CTA gets the job done.

Have you seen any other examples you like? Comment below.

 
Email and SMSMegan Maquera