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 ^[1].

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:

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

• ^[2]
• ^[3]
• ^[4]