Author: Aaron Hammond, Partner & SMS Marketing Specialist at 3BM
Have you ever used a weighted blanket?
Hear me out…
Weighted blankets themselves help you get better sleep, more restful sleep, and feel less stress and anxiety.
And better sleep leads to enhanced emotional wellbeing, improved cognition, and boosted physical performance.
Where did I learn all this? My previous career as a Sleep Scientist…
Alright, just kidding.
Gravity as a whole focuses on science-backed solutions to improve sleep and reduce stress, but their flagship product in particular is their weighted blanket.
Gravity also touts their weighted blanket as the only one to be scientifically proven to improve sleep quality.
Most people don’t get enough sleep as it is.
Ha! Forget about it.
No lie, I actually have one of their Gravity Blankets, and…
It truly is FANTASTIC!
Also doesn’t hurt that their SMS marketing is on point and clever.
I’m so impressed that I’ll be doing a multi-part series on their message.
Let’s dive into Part 1, but check back often for additional features.
Rules: The SMS Sages
Each week, we brave the infinite attack on our senses to find highly-effective ecommerce sales texts… and we pull back the curtain to reveal what made them work.
Our goal with this weekly tangle with The SMS Sages is to teach you strategies and tactics you can use with SMS for your own brand.
Where do we find these mystical electronic shortened pieces of mail? Our own text inboxes, mostly, since we’re signed up to many lists of brands we enjoy following. We also take suggestions from readers who have striking texts they’d like to share.
Did you get a text recently that made you smile, take a second look, or literally laugh out loud? We want to see it.
Send an email with screenshots of the text to us at (aaron at threebeaconmarketing dot com) with a brief note about what you liked about it. If we choose to break it down, we’ll give you a shoutout and link back to your site.
Oh, and don’t forward us the texts you wrote. That’s the only rule.
Now that we have that out of the way…
The Opening Intro: Simple & Effective
Many brands are afraid to open up SMS marketing as an additional channel, because they feel that they are encroaching on customers’ personal life and space.
Sure, you will certainly anger your customers if you are constantly bombarding them with cold texts providing no value, but it can be done correctly and successfully.
Let’s dive in.
The ‘from’ name sets the initial tone of the message.
Certainly, you can be clever, using a founder’s or creator’s name, but there is nothing wrong with getting right to it so you can dive into the meat of the message:
No question. No doubt.
Gravity saves the real cleverness for the rest of the message.
Opening Line: Queue Beloved Icon
This particular message from Gravity was sent on Valentine’s Day:
Instead of a simple, ‘Happy Valentine’s Day!’, Gravity took a much more creative route…
Calling out a beloved pop icon – Miley!
Putting two and two together yet?
Valentine’s Day & Miley… see where this is going?
In case you missed her latest chart topper, listen to this.
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Body Text: Sing Like No One Is Listening
Gravity probably could have ended the callout right there and still been effective, but instead, they doubled down:
A play on words paired with a play on a top hit really does equal true love…
Gravity takes a page from Miley’s song book, that everyone is singing along to right now, and tailors it to specifically fit their brand.
Pulling in a younger crowd, without alienating anyone, because who doesn’t enjoy some word play?
Image: A Photo Is Worth A Thousand Words
A simple image to accompany the clever messaging:
Gravity doesn’t want to detract from their messaging, but adding a quick simple image allows customers to easily glance at your message and can draw them in to learn more.
Oh, 25% off?
Don’t mind if I do!
The Sign-Off: No Pressure, But the Clock is Ticking…
End with some urgency:
Not only is there urgency with the sale ending tomorrow…
Not only are they giving a full 25% off sitewide with no gimmicks…
But they round out the play on words and pop culture reference by tripling down at the end with another nod to our friend Miley.
Annnnnd, you’ve heard me say it before, and I’ll say it again – don’t forget about your tracking URL, because you gotta be able to track engagement and direct ROI back to the SMS message, or what’s the point?
Bringing It All Together
There we are.
The whole sundae, whipped cream and a cherry on top:
I have to say, this definitely takes the cake for top recent messages.
Clever, timely, and hits all the necessary points.
What You Learned
Here’s the tl;dr of what you learned today:
- Play on current trends to personalize and humanize your brand
- Make holidays and special occasions a time for you to stand out amongst the rest
- If you can make the customer laugh, you won
- Instill urgency for customers to take action
- A simple image can help draw customers in to pay attention to your messaging
- Just think about the kind of text message you would want to see in your inbox, and have fun