Challenge

After a few years of getting their SMS program up and running, Mixhers felt ready to level up their strategy. However, their provider lacked any strategic guidance or direction to help them bring their SMS to the next level.

Mixhers didn’t want to be like the other brands in their space who were batching and blasting to their entire subscriber list. However, with SMS disconnected from Loyalty and Reviews and no strategic guidance, they struggled to plan a cohesive messaging strategy to ensure their messages would resonate with each of their audiences. Mixhers knew in their next provider, they needed someone who understood the holistic view of their company and could help them more effectively engage with their customers at critical points in the shopper journey.

Solutions

Mixhers needed both a partner who provided one-on-one guidance and a platform that helped them understand and target their customers. After extending their Yotpo partnership to SMS, Mixhers was paired with a CSM who audited their current program and took the time to get to know the brand and their goals inside and out. “We feel like Yotpo is really about listening. Our account rep has helped us channel all of our ideas and make them easy to execute” says Dallas.

Consolidating SMS with Reviews and Loyalty also enabled Mixhers to identify their customers through shared first-party and zero-party data and better understand their interactions with the brand. “Drilling into our segments and making sure that we're including and excluding the right people at the right time is so key to our SMS success,” says Dallas. Understanding customer behavior patterns made it easier for Mixhers to plan their campaigns strategically to avoid sending subscribers irrelevant and repetitive messages.

Not only did Mixhers now have all of their customer data in one place, but they could finally understand how to act on that data with recommendations for targeting built right within the platform. Using tools like the Shopper Journey Analysis, Mixhers could identify gaps within the customer journey and target their subscribers more effectively at every touch point. Having a holistic view of areas where they were healthy and where they could improve was helpful in guiding their strategy of creating new flows. “We’ve improved our flows significantly by gaining visibility into where we have gaps in the customer journey. Now, we meet customers exactly where they are, every time” Dallas says.

Results

Switching to Yotpo SMS has helped Mixhers engage more effectively with their customers, resulting in lower unsubscribe rates and higher ROI - signaling more customers getting the right message at the right time. Dallas says, “If we are sending the right messages at the right time, that can help feed into our overall churn goal of the company."

Increasing segmentation in campaigns specifically has helped Mixhers avoid wasting marketing dollars by delivering the right messages to each customer cohort and removing unengaged subscribers who are unlikely to convert. “Our segmentation not only keeps our cost lower for SMS spend, but maintains a really healthy unsubscribe rate that keeps our program sustainable.” says Dallas.

The shift in strategy to be more intentional in their messaging has resulted in massive YoY growth from the channel, with SMS driving 21% of the company’s online sales in 2023.

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