Beauty brands are changing their text messaging tactics during COVID. Texting has long been used to drive sales, but now many are revamping communication with sensitivity in mind. Since the start of the pandemic, PÜR has been sending two texts a week and has pivoted their messaging to be less promotional and more lighthearted, focusing on the quality and benefits of their products. In the last month, they saw a 20% increase in new subscribers. Other brands are also reporting that less sales-focused texts perform better: when Kopari sent a text with a link to a Spotify playlist, they saw a 20% higher click-through, and orders that outpaced promotional emails. (Glossy)
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