The BFCM Email Teardown You’ll Actually Enjoy Watching | Join Customer.io x Flowium LIVE | Nov 6 @ 2PM EST – Save Your Seat!
The BFCM Email Teardown You’ll Actually Enjoy Watching | Join Customer.io x Flowium LIVE | Nov 6 @ 2PM EST – Save Your Seat!
To address this, we introduced a strategic SMS marketing approach focused on capturing high-intent moments across the customer lifecycle.
Before SMS, the intimates business relied heavily on email to drive conversion. Email flows generated $264K in 2022 and $280K in 2023. But this growth came from sending more emails (251K deliveries in 2022 → 321K deliveries in 2023), while revenue per recipient declined ($1.05 → $0.87), indicating individual interactions were becoming less efficient.
Acquisition Phase (Black Friday/Cyber Monday):
Scaling Phase (Lifecycle Integration):
Optimization Phase (Strategic Adjustment & Impact):
In 2023, SMS marketing was introduced as a time-sensitive, high-intent channel. Unlike email, SMS focused on moments when customers were most likely to take action. Email subscribers were invited to join SMS through exclusive access and early promos, particularly across Black Friday and Cyber Monday, where SMS campaigns were positioned as the primary access point for offers.
This approach resulted in 8,479 SMS subscribers by year-end, with a net growth of 5,071.
In 2023, SMS marketing was introduced as a time-sensitive, high-intent channel. Unlike email, SMS focused on moments when customers were most likely to take action. Email subscribers were invited to join SMS through exclusive access and early promos, particularly across Black Friday and Cyber Monday, where SMS campaigns were positioned as the primary access point for offers.
This approach resulted in 8,479 SMS subscribers by year-end, with a net growth of 5,071.
In 2024, the strategy shifted from introduction to expansion. SMS was integrated more deeply into the lifecycle, particularly within flows, complementing lifecycle email marketing efforts.
The channel wasn’t just scaling—it was becoming more efficient as targeting and timing improved.
SMS flow revenue increased to $8,585 (+338%), deliveries increased by 219%, and revenue per recipient rose to $1.62 (+37%).
At the same time, email flows declined in volume and total revenue, but became more efficient, at $1.00 per recipient (a 15% lift). SMS campaigns were reserved for high-impact moments like restocks and limited-time offers, supporting rather than replacing email.
By 2025, the strategy prioritized precision, reducing promotions and limiting product launches to avoid mirroring email behaviour. These changes dropped SMS campaign deliveries by 98%, with campaign revenue at $0 and flow revenue at $676. While this reflects a sharp volume reduction, it was an intentional outcome of the strategy, not a performance issue.
The impact of this shift is seen in the SMS flow revenue per recipient, which went from $1.62 to $14.71, an 809% increase! SMS was used only in moments of high conversion intent, where each message delivered more value.
Email followed a similar pattern, with flow revenue per recipient increasing by 11%.
Subscriber behavior also reflected this shift. SMS subscriber growth slowed, with 31 new subscribers added and 30 unsubscribes. This was due to a deprioritization of aggressive list growth in favor of maintaining a highly engaged audience.
Campaigns tied to urgency drove the strongest engagement and revenue. Within flows, SMS was most effective when layered into high-intent moments, like in Welcome sequences and Abandoned Cart recovery, where immediacy directly influenced conversion.
At the end of the day, SMS evolved from a new channel into a high-efficiency revenue driver used at key points of the customer journey. Rather than increasing total output, the strategy focused on increasing the value of each interaction.
Design-driven brands need design-driven results. See what these home decor and furniture industry leaders have to say about working with Flowium!
Andriy and his team are awesome. They created an email campaign for me and my online sales increased by 40% in a matter of a few months. Crazy.
He is professional, organized, and sent me thorough demo videos walking me through the process so I could have my assistant do updates. Would highly recommend him.
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