Learn how the hugely popular cosmetics line Artist Couture uses text marketing to grow its community and increase online sales.
Founded by celebrity makeup artist and beauty influencer Angel Merino, Artist Couture aims to inspire self-expression and celebrate individuality through makeup artistry.
Find a way to convert its website’s sizeable organic traffic into an engaged marketing list.
The Mobile Sign-Up Widget grew Artist Couture’s SMS subscriber list by 670% and generated $4K in revenue.
Artist Couture’s meteoric rise is impressive. The makeup brand was launched six years ago by Angel Merino–also known to fans as MacDaddyy. Completely bootstrapped, the company made it big when makeup giant Sephora started selling its products in the U.S., Canada, and online back in 2018.
The key to the company’s success? Building a sense of community centered around its highly engaged squad, aka the “Glowgetters.” (Merino’s personal Instagram following of 1.4 million people speaks to his ability to build and connect with an audience.)
The Glowgetters help to define and inform the brand’s purpose, with Artist Couture asking its followers for their opinions on upcoming products. Beyond the benefit of immediate feedback, customers feel a deeper connection to the brand as they’re involved in the process.
We spoke with Marisa Chavez–social media and brand relations executive–to learn more about why Artist Couture recently launched a text marketing program. She also shared with us the online store’s experience with our Mobile Sign-Up Widget.
People don’t use one or two channels when they buy. Instead, they hit several—bouncing around from online reviews to Google to social, back to Google again, and then to your website.
It’s a messy, nonlinear path that’s hard to predict, and difficult to map. The modern customer journey means building a community that exists solely on one channel isn’t going to cut it anymore.
Marisa noticed this when she took a deep dive into the company’s Instagram, Facebook, Shopify, and Google Analytics to learn more about its customers and website visitors.
"We found that a majority of our traffic is coming directly to our website or through Google searches. Because a lot of these visitors might not follow us on social or know about our community there, we saw text marketing as an opportunity to bridge that gap."
Artist Couture was sold after another brand shared its overwhelmingly positive experience with SMS marketing. Marisa immediately started researching various options.
“After going through Google, reviews, and Shopify, SimpleTexting was the most affordable option and offered us exactly what we needed.”
If you’re new to text marketing, the first step is to build a subscriber list. While this might sound obvious, it underpins the success of future campaigns. With conversion rates as high as 45%, the more people you text, the more you’ll sell.
After attending a SimpleTexting webinar on growing an SMS subscriber list with our free tools, Marisa decided to implement the widget on the company’s website.
“It was easy to set up–the webinar explained it well, and the team has always been open to helping me.”
The widget makes it effortless for website visitors to text in a keyword. (A keyword is a word, phrase, or other combination of numbers and letters that allows people to subscribe to your text messages.)
When visitors click on the widget, it opens a pop-up with more information on Artist Couture’s text marketing program.
Marisa and the Artist Couture team did an excellent job aligning the mobile widget with the rest of the website’s branding. Not only does the call-to-action reference Angel Merino’s nickname in a playful manner, but its design also fits in with the website’s overall look and feel.
It’s no wonder that it’s led to some impressive results.
The most significant result so far is Artist Couture’s list growth. In roughly a month, its SMS subscriber list has grown by 670%. The percentage increase is even more impressive when you consider that the average email marketing list grows by 40% per year.
Beyond this, the Mobile Sign-Up Widget has increased the e-commerce store’s online sales.
"We offer a discount code to subscribers a day after they sign up. It’s currently our third most used promo code. It’s generated $4,000 in sales."
Marisa is excited about the continued impact of text marketing.
“This is our first exposure to text marketing, but with a user-friendly platform and a helpful support team, our experience has been super positive.”
The best part of the Mobile Sign-Up Widget is that it’s completely free, and you can build one in a matter of minutes. You can create one here, and if you don’t fancy yourself an artistic genius, you can start with one of our ready-built templates. When you’re ready to install it on your site, just follow this step-by-step guide and video.
If you have questions about setting it up, email us at [email protected]. If you want to learn more about SMS marketing for e-commerce, our industry guide is a good starting point. You can also sign up for a 14-day, risk-free trial.
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