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S03, E06 | July 7, 2021

Email Automation Series: SMS Marketing with Divatress


Rob Lin
Owner & Founder

George Moser
Manager of Customer Success

Lucas Walker
Rolled Up Podcast Network

The data all points in the same direction when it comes to SMS: it’s becoming a standard marketing channel. This time next year, marketers who don’t embrace it will find themselves well behind the game.

In 2020, ecommerce merchants sent 378% more texts to customers than they did the year prior, resulting in a 102% year-over-year increase in conversions. We’re confident numbers will only rise in 2021.

Regardless of the stats and indicators, many marketers remain hesitant to dabble in SMS. Asking for an email address? No problem. But a cell phone number—that’s getting a little too invasive.

Divatress, a wig shop, jumped into SMS in 2020. They’re now close to the 70,000 subscriber mark, which constitutes about 40% of their email subscribers.

Owner and founder Rob Lin discusses why he felt it was time to make the move. He explains how the messaging channel was a natural evolution for his audience, the ways he is utilizing it to spread the word about the brand, and why it is exceeding his expectations.

Also joining the conversation are an Omnisend customer success manager and this season’s Cart Insiders Podcast co-pilot, Lucas Walker. They share their perspectives on ways SMS can be used to build relationships, and how merchants can move past the insecurities of getting started.

“I think it’s important to really get people to opt in and be comfortable with it. Just because you see the segment of your list or a small portion size reacts really well, doesn’t mean that it’s for all of your customers. So as easy as it is, explore it and let it become its own channel.”

— Lucas Walker, CEO & Founder, Rolled Up Podcast Network

Tune in for these SMS considerations and more:

  • What compels the marketing pros to sign up for a brand’s SMS alerts?
  • What role can data play in determining a company’s strategy around using SMS?
  • How can customer support through SMS help make a sale?
  • How can SMS be used to establish a level of comfort for the customer?
  • From a marketing standpoint, what is the most important thing to know about SMS?
  • Is there an ideal time to send SMS messages?
  • What are the SMS don’ts?

Listen to the full story on the Cart Insiders Podcast on Apple PodcastsSpotifyAmazon MusicGoogle Podcasts, or wherever you listen to podcasts.

About the Guests

Rob Lin, Owner & Founder, Divatress
Lin launched Divatress.com in 2009 with the goal of reaching more people after starting several retail stores. Over the last decade, he has grown the company while “navigating all the craziness of small business.” His goal is to grow large enough to open multiple warehouses around the country and also create as many jobs as possible. In his spare time, he loves spending time with his children, playing ping-pong and grilling.

George Moser, Manager of Customer Success, Omnisend
Moser has over eight years of experience in the digital marketing space, primarily in ecommerce. He helps brands drive retention and revenue via omnichannel marketing automation.

Lucas Walker, Founder, Rolled Up
Walker is a serial entrepreneur. He has started three successful businesses in the software, ecommerce, and media spaces. Walker’s experience also includes marketing for an internationally-recognized sales trainer, where he launched the Make It Happen Mondays podcast, oversaw partners around the world, and reviewed over 10,000 ecommerce websites.

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