SMS List Growth Campaign

Overview

With an SMS subscription landing page in place, Crazy Lenny's is launching a campaign to actively grow its SMS subscriber list. The strategy uses two channels — an email campaign to the existing customer list and a website pop-up — to drive sign-ups. The team deliberately chose to launch without a discount incentive in order to first gauge organic interest before introducing an offer.

This approach reflects a test-before-incentivize philosophy: if organic sign-ups are low, a 10% first-purchase discount can be added as a second lever.

Key Decisions

No discount offer at launch. Steve opted to skip the 10% off incentive initially. The rationale: test whether the value proposition of receiving deals via SMS is sufficient on its own. The discount remains available as a fallback if sign-up rates are disappointing.
Two-channel push. The campaign will run simultaneously via:
An email to the existing customer list
A pop-up on the Crazy Lenny's website
Approval required before launch. Drafts for both the email and the pop-up graphic will be sent to Steve Lindenau and Evan for review before anything goes live.

Campaign Details

Element	Detail
Channels	Email (existing list) + website pop-up
Incentive	None at launch (10% discount held in reserve)
Approval chain	Steve Lindenau + Evan
Draft deadline	Before Jan 5 (Steve departs for travel)

Context

This campaign was discussed in the context of slow promo performance (rated 3–4/10) attributed to broader economic headwinds. SMS was identified as an additional channel that could help move the needle on store traffic and sales, even if modestly. See ^[1] for broader account context.

Action Items

[ ] Draft SMS signup email (no 10% offer) — @Karly Oykhman
[ ] Design website pop-up graphic — @Karly Oykhman
[ ] Send both drafts to Steve and Evan for approval before Jan 5 — @Karly Oykhman
[ ] Launch email + pop-up after approval — @Karly Oykhman

^[2]
^[3]