My April Swipe File

Every month I share the most interesting text messages to hit the inbox at Tiny Texts, and examine new ways brands are using this channel to engage their audience. Today’s collection includes an assortment of majestic animals and rap superstars, but all these ideas are essentially easy-to-execute concepts that you can add to your calendar too.

What’s ahead today:

Let’s get into the swipe file:

Patagonia uses SMS channel as a branding channel, rarely leaning on promos.

And in this text, Patagonia simply identified something that exists in the world, that they knew their customers would love, and shared it, with no obvious profit motive.

But obviously there is a motive - building brand affinity, driving word of mouth. And it worked - I have now forwarded this text to many people because the content is just so cool, and those people I forwarded it to, forwarded it on as well.

Quote from a friend: “I watched the eagles for 20 minutes last night. Quality programming!”

What content or news can you share with your customer to strike a similar reaction?

While you think about that, here’s a link to this amazing live eagle cam:

Let’s go to the opposite end of the food chain to a text about rats. This one came from PETA, which uses it SMS program to ask subscribers to take small actions to support various causes. I have replied to their messages supporting elephants, monkeys, and bunnies. But getting me, a New Yorker, to love rats is frankly a much more difficult job. A real life rat jump scares me at least once a week.

PETA tackled this in two steps. Step one, get the reader to agree that rats are interesting. “Which rat fact is your favorite?” PETA asks. Then in a multiple choice format they inform me that rats giggle, help each other out, and can learn tricks. In other words, they’re just like us. I replied with my favorite, and after that small engagement, the second text asks me to take a bigger action.

If you are struggling to move certain segments of customers to action, try taking a step back and ask a question that gets at their beliefs. And make it cute.

Here is another example along the same lines, this time from political candidate Ed Gallrein.

Ask me a simple yes or no question that I can’t help but engage in. Then move me through the funnel.

I especially like how eye-grabby the first line of this text is.

Branded voice notes are becoming a trend, and I’ve now seen a variety of approaches.

This example from NYX Cosmetics actually listens like a radio ad, with a boppy beat and Megan Thee Stallion’s famous voice. In another example from MaryRuth’s Organics, you’ll hear a personal holiday message from the founder that comes across as less polished but more heartfelt.

However you apply it, including voice in your text carries emotion and authenticity that text alone can’t capture.

And finally, here is a simple concept from clothing retailer Revolve and it’s luxury sister site, FWRD that you can apply this weekend.

Revolve and FWRD have been sending Sunday night texts that confront a common recurring dilemma - what to wear this week.

Think about what Sunday Scaries your customer is facing and how you can provide the wardrobe, health, entertainment, financial etc. inspo they need to make their week better.

I saved these five texts to my swipe file so that I could refer back to them later. Here’s how you can make your own swipe file for free:

This month Tiny Texts added text messages from Congresswoman AOC, the loyalty program I Prefer Hotel Rewards, Kelly Slater’s skincare brand Freaks of Nature, David Beckham’s nutrition brand IM8, protein ramen brand immi, and lots more.

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Thanks for reading and see you next week!