Brooklinen is a well-known DTC world brand producing high quality bedding. So far, they've nailed the DTC "playbook" of launch online with a core product, expand to physical stores, proliferate into new products and categories.
Despite their level of execution across the board, their SMS strategy doesn't live up to their high standards. Brooklinen uses SMS as a form of customer support (much like Casper) but almost disguises their number to reduce usage. We were only able to find their number at the very bottom of the home page in the footer.
What we think: If you're going to have an SMS strategy - you need people to know about it. Ideally you would have a section dedicated to the service along will all the benefits of interacting with your brands. (See Judy)
Alongside using SMS as a customer support solution, Brooklinen send sales and limited offers to subscribers. As you may already know, this is the kind of SMS you want to send the least. Customers are not looking forward to receiving dozen of offers from their favourite brands every week. This is the easiest way to quickly lose a subscriber (and a customer entirely).
What we think: The offers themselves are not necessarily that bad - but it all depends on timing and context. We believe that if the offer is not personalised or hyper relevant, they should belong in email (or not at all!). SMS is an intimate platform between a consumer and brand, and needs to be treaty with care.
If you do decide to send offers by SMS, make sure you focus on creating real value to a customer in your specific tone of voice. A well executed offer should feel more like an opportunity you can't miss vs a cheap sale that is a spur of the moment experience.
Despite the Brooklinen SMS offer strategy being not too dissimilar to many other brands, they seem to extend far beyond an offer now and then. We noticed a couple of angry customers on twitter that seemed to have never signed-up to the service and were recipients of constant spam messages.
Privacy is one of the most important elements (if not the most important) when setting up an SMS marketing strategy for your brand. Above everything, you need to make sure you comply with the data privacy laws that govern the country you're operating in. This is likely TCPA if you're in the US, or GDPR in the UK.
One positive note is the abandoned cart flow that Brooklinen have executed on. SMS abandoned carts have an average 20% recovery rate, compared to just 2-5% for emails. This should be a foundational piece to any high converting eCommerce brand.
Brooklinen really excel here, through approachable copy, clear tone of voice, and offering value through support vs focusing solely on closing the sale.
What we think: Despite their average use of SMS offers and sales, Brooklinen execute well on their SMS abandoned carts. However, they are still missing personalisation (to the name of the customer) and relevancy (to the product in the cart). Take a look at our breakdown of what to focus on when creating your own SMS abandoned cart strategy.
Brooklinen had almost zero visibility of their branded number across their site.
Much like many of the other brands we've researched, Brooklinens use of sales and offers via SMS is lazy and rigid. This is paired with the fact they bombard customers that seemingly haven't signed up to the service.
Despite the other impersonal elements to their SMS strategy, their abandoned cart flow clearly communicated their tone of voice and offered friendly support on any issues.