---
title: Crazy Lenny's SMS List Building Strategy
type: article
created: '2025-12-15'
updated: '2025-12-15'
source_docs:
- raw/2025-12-15-crazy-lennys-marketing-meeting-108765446.md
tags:
- sms
- email-marketing
- list-building
- forms
- compliance
- crazy-lennys
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Crazy Lenny's SMS List Building Strategy

## Overview

To build an SMS marketing list for Crazy Lenny's, Asymmetric developed a two-channel acquisition strategy: an in-store QR code flyer campaign and a January email campaign targeting existing subscribers. Both channels drive to a dedicated subscription form that captures explicit opt-in consent for SMS and email separately.

This approach was approved by Steve Lindenau during the [[wiki/clients/crazy-lennys/meetings/2025-12-15-marketing-meeting|December 15, 2025 marketing meeting]].

---

## The Subscription Form

The form is a standalone landing page designed for both in-store and online traffic. It captures:

- **Phone number**
- **Email address**
- **First and last name**
- **Explicit opt-in checkboxes** — separate consent for SMS and email

The explicit dual opt-in is a compliance requirement: existing email subscribers cannot be automatically enrolled in SMS messaging. Each channel requires its own affirmative consent.

---

## Acquisition Channels

### Channel 1: In-Store QR Code Flyers

- Printed flyers placed in-store include a QR code that links directly to the subscription form landing page.
- The landing page includes a brief value proposition (benefits of signing up) above the form, with a "Subscribe Now" button that scrolls directly to the form.
- **Timeline:** Flyers to be delivered to Steve by end of the week of December 15, 2025.

### Channel 2: January Email Campaign

- A dedicated email will be sent to the existing email subscriber list promoting the SMS sign-up.
- This is necessary because existing email subscribers cannot be auto-enrolled in SMS — they must opt in themselves.
- Asymmetric will draft the email and send it to Steve for approval before sending.
- **Timeline:** January 2026, following the initial holiday email blitz.

---

## Rationale

The two-channel approach addresses different audience segments:

| Channel | Audience | Timing |
|---|---|---|
| In-store flyers | Walk-in customers, new contacts | Immediate (December) |
| Email campaign | Existing email subscribers | January 2026 |

The goal is to accumulate enough subscribers over one to two months to make SMS broadcast campaigns viable.

---

## Compliance Notes

- Explicit opt-in is required for SMS marketing — pre-checking boxes or auto-enrolling from another list is not permitted.
- The form collects separate consent for SMS and email, satisfying this requirement.
- The unsubscribe/disclaimer language should be reviewed when the first SMS campaign is drafted.

---

## Action Items (as of 2025-12-15)

- [ ] Finalize subscription form and make it live — **Karly**
- [ ] Create QR code and design in-store sales sheet flyers — **Karly**
- [ ] Deliver flyers to Steve by end of week — **Karly**
- [ ] Draft January SMS sign-up email and send to Steve for approval — **Karly**

---

## Related

- [[wiki/clients/crazy-lennys/meetings/2025-12-15-marketing-meeting|2025-12-15 Marketing Meeting]]
- [[wiki/clients/crazy-lennys/_index|Crazy Lenny's Client Overview]]
- [[wiki/knowledge/email-marketing/sms-opt-in-compliance|SMS Opt-In Compliance]]