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

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

Related

• ^[2]
• ^[3]