Problem
Morgan Julia, a creator of unique needlepoint canvases, had built a strong brand presence through wholesale partnerships, direct-to-consumer sales, and social media engagement. While she had accumulated a substantial text messaging list over the years, their text marketing efforts were limited to basic promotional messages about sales and events, with underwhelming results.
Like many businesses, Morgan had been using traditional SMS marketing that involved sending promotional texts with links to her website. This meant customers had to click through to the site, add items to their cart, and complete a lengthy checkout process – all on their mobile device. While functional, this approach wasn't driving the engagement or sales they hoped for.
Inspired by KC Needlepoint's success with Text-to-Buy, Morgan saw an opportunity to revolutionize how her customers shop. Instead of sending a text with a link to her website, Text-to-Buy would allow customers to purchase with a simple text reply. However, before implementing this new approach, she faced several challenges:
- Traditional SMS marketing wasn't generating meaningful results
- They needed a more exciting and accessible way to launch product drops
- Their existing mobile checkout process was causing friction and abandoned carts
Solution
Morgan Julia Designs partnered with AudienceTap to launch a Text-to-Buy program that would streamline the purchasing process and create excitement around product drops. The solution included:
Text-to-Buy Program Structure
- Bi-weekly text-to-buy campaigns to maintain consistent engagement
- Carefully planned cadence to balance customer interest with operational capacity
- Exclusive first access to new products for text subscribers
- Simplified purchasing process where customers could buy products by simply replying to text messages
- Automated welcome flows for new subscribers
Shopify Integration
- Seamless synchronization of all text-based orders to their Shopify store
- Unified order fulfillment process for both text and website orders
- Dedicated sales channel tracking for text orders within Shopify reports
- Maintained existing workflow while adding a new sales channel
Klaviyo Integration
- Automatic event syncing between AudienceTap and Klaviyo customer profiles
- Ability to segment email campaigns based on text program membership
- Strategic email campaigns to drive text program signups
- Teaser emails for upcoming drops with easy text program enrollment
- Coordinated multi-channel marketing approach
The implementation focused on creating a frictionless experience for customers while maintaining the personal touch that made Morgan's designs unique. The integration with their existing tech stack ensured that all orders, customer data, and analytics would flow smoothly between platforms, allowing Morgan Julia Designs to maintain operational efficiency while expanding their sales channels.
Results
The impact of the Text-to-Buy program was immediate and impressive:
First Campaign Success
- Over 80 kits sold
- Generated $6,000+ in revenue
- Exceeded expectations for engagement and sales velocity
Key Takeaways
- Her existing customer base was eager to engage through text messaging when given the right opportunity
- The simplified purchasing process removed significant friction from the mobile buying experience
- Text-to-Buy created a new, profitable sales channel that complemented her existing business model
Morgan Julia's successful implementation of Text-to-Buy has set the foundation for a sustainable and scalable text marketing program that will continue to drive engagement and sales through exclusive product drops and simplified purchasing.
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