Project Overview
Tiny Tags wanted to improve the performance of their core SMS flows, so I approached the project by first gaining a deeper understanding of what made the brand meaningful to its customers. I analyzed customer reviews to identify the emotional drivers behind purchase decisions and the reasons shoppers felt connected to the brand.
Using these insights, I refreshed the SMS flow copy to feel more heartfelt, personal, and aligned with the customer experience. The updated messaging focused less on transactional communication and more on the emotional connection that makes Tiny Tags special.
Welcome
I optimized Tiny Tags' Welcome SMS experience by introducing greater personalization and stronger brand storytelling. The updated message dynamically incorporated each customer's first name and replaced the static discount code with a unique, personalized welcome code.
I also aligned the messaging more closely with the brand's premium positioning by incorporating language such as "heirloom-quality" and guiding new subscribers toward key product categories from the start. By highlighting bestselling styles like Dog Tag Necklaces and Lockets, the welcome experience not only introduced customers to the brand but also helped reduce friction in the path to purchase.
Cart Abandon
As part of the Cart Abandon series, I refreshed the messaging to create a more personal and emotionally resonant experience. The updated SMS messages dynamically incorporated the customer's first name and pulled in the specific product they had left behind, creating a relevant reminder to return and complete their purchase.
I also aligned the copy more closely with Tiny Tags' brand identity by incorporating key emotional brand messages such as "heirloom-quality," "feel forever connected to your family & loved ones," and "celebrate your life's most precious moments." By combining personalization with the deeper meaning behind the products, the SMS messages helped reinforce why these pieces are worth investing in.
Checkout Abandon
In addition to the Cart Abandon series, I developed a Checkout Abandon flow to re-engage customers who had shown the highest level of purchase intent but did not complete their transaction.
To create a more relevant experience, I segmented the messaging based on customer status, developing distinct copy for first-time shoppers versus returning customers. New customers received messaging focused on building trust and introducing the brand's value, while returning customers received messaging that acknowledged their existing relationship with Tiny Tags and reinforced the emotional connection behind their purchase.
