Co-Founder , Emailtize
Alitura is a skincare brand that grew out of founder Andy Hnilo's own recovery from a major car accident in 2011. Andy made skincare products by hand with a nutrition-first approach and carefully chosen ingredients to speed up his own skin's recovery. Alitura began when he understood that his formulas could help other people too.
The brand has a vibrant and engaged Instagram community of over 30k followers.
But as any brand knows, the reality of social today is that the reach of stories and posts can be unreliable. Oftentimes, customers simply miss (or are never served) important posts and moments that would otherwise spark conversion.
In contrast, SMS marketing stands out as a reliable tool for guiding prospects through the purchasing journey, boasting impressive delivery, open, click-through and conversion rates. Most importantly, unlike social posts, texts are almost certain to reach the end user.
Alitura and their Email & SMS agency Emailtize had already seen success implementing Postscript's website popup to convert website visitors to subscribers.
Emailtize and Alitura were now looking to bridge the gap between IG and SMS by acquiring more subscribers without asking them to leave Instagram.
Alitura works with email and SMS agency Emailtize to drive more SMS revenue; Emailtize and HiTide teamed up to plan and execute a compelling social giveaway, aimed at growing Alitura's Postscript list (and in turn, growing revenue).
By using HiTide to tap into the power of IG DM automation, Emailtize and Alitura launched a conversational data-acquisition flow that matched their brand voice.
Alitura’s giveaway campaign centered around a carousel feed post where followers could drop the signature Alitura “⚡️” emoji to enter for a chance to win free Alitura Products. By asking audience members to engage with the post, Alitura significantly boosted both Instagram post distribution (and all-important social proof) - getting their offer in front of more fans and followers.
Participants who commented with “⚡️” instantly received an entry DM to their private inbox. Instead of asking them to navigate to a link-in-bio, Alitura initiated a direct and personalized conversation in the inbox.
From there Alitura was able to convert a majority of conversations into Postscript SMS Subscribers, directly in Instagram DMs.
Alitura founder Andy Hnilo finished the giveaway with a livestream event to pick the winners.
A majority of campaign participants who triggered Alitura’s automated DM ended up opting into texts and joining Alitura’s Postscript list. What’s more, 77% of SMS Opt-Ins from the campaign were Net New or Reactivated subscribers.
By using HiTide, Alitura and their agency Emailtize were able acquire new SMS subscribers at an effective cost of $0.88 - before factoring in subsequent purchases.
The campaign drove an eye popping 49X ROI when looking at downstream orders by participants in the 3 weeks after the campaign.
A majority (52%) of subscriber orders were from Net New SMS subscribers who were never on Alitura’s Postscript list before the campaign.
Even better, campaign subscribers who went on to purchase had an AOV (average order value) of 105% compared to overall Alitura AOV - proving that giveaway subscribers were coming back for more than just a giveaway, and in fact drove more revenue than the average order.
Co-Founder , Emailtize