Traditional marketing channels like email can lead to messages getting overlooked. After all, with customers receiving so many marketing messages every day, how can brands cut through the noise?

This is the challenge Venture Group faced. The brand found it difficult to effectively promote cross-marketing initiatives and collect timely feedback. The group recognized the need for a more personal and engaging way to connect with their customers and build one-on-one relationships, particularly after they had already made a booking.

While SMS marketing has proven to be a successful marketing tactic, boohooMAN was experiencing some frustrations when it first began sending SMS campaigns to customers.

Using the channel mostly as a one-off on big shopping days such as Black Friday, boohooMAN began its journey with SMS campaigns by sending non-personalized messages to unsegmented customers in the United Kingdom and Ireland to showcase big offers. These communications were sent to largely inactive customers and the return on investment was subpar at best (never better than 2x on any given occasion), as boohooMAN’s previous SMS solution did not have the same targeting capabilities as Bloomreach Engagement.

While data shows that SMS campaigns are successful, they are only successful when the messaging can be personalized to the customer and the right customer receives the right message at the right time. Using natively integrated SMS channels to send messages is most effective when the messages are personalized with zero- and first-party data captured by your company. Tailoring promotions and notifications with customer-specific content is proven to boost engagement and retention.

But boosting engagement and retention in this way is impossible without the right marketing technology that supports compliantly collecting customer data and making that data actionable for marketers. boohooMAN found this out firsthand when it changed its SMS strategy and saw incredible uplift with Bloomreach.