Question:

Crate & Barrel recently sent out an SMS promotion to its audience that included the following. If they didn’t receive the results they were looking for, what’s one thing they could improve upon with their SMS strategy moving forward?

Answer:

  • Don’t identify themselves up front. Their brand name takes up too much space on the test.
  • Use a related image. Based on this photo, it’s difficult to tell what exactly they’re advertising.
  • Remove the link. Audience members often think links look spammy.
  • Try to use more emojis. The lack of emojis doesn’t match user expectations.

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