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The 90th Percentile: SMS Secrets from MaryRuth's Organics
When we put together our 2025 SMS Benchmarks Report, we comb through data from over 18K Shopify merchants across various ecommerce industries. The brands that have the highest rates in acquisition and retention and revenue land among the 90th Percentile—the most elite club of SMS marketers.
We’ll had a live conversation with Catalina Leyva and Monica Boretsky from MaryRuth’s, proud 90% club members.
They broke down some key strategies on how you can improve your SMS strategy in the following areas:
Faster list growth using the most innovative tools available
Centering campaigns and automations around a true brand voice
How treating SMS as a unique channel creates more revenue
Watch the full recap below or skip ahead for timestamps!
Why SMS Benchmarks Matter (00:00:03)
Postscript’s annual SMS Benchmarks Report analyzes key performance metrics from 18,000+ Shopify stores, helping brands gauge where they stand. But knowing your benchmarks is only half the battle—what truly matters is the strategy behind the numbers. Enter Mary Ruth’s, a top-performing wellness brand that has mastered SMS marketing.
The Mary Ruth’s Brand Story (00:02:09)
SMary Ruth Organics started with just 90 bottles and has grown into a leading vitamin and supplement brand. Founder Mary Ruth Ghiyam’s personal story and passion for wellness remain central to the brand’s identity, influencing both its marketing and customer relationships.
How SMS Was a Game-Changer for Mary Ruth’s (00:04:55)
SMS isn’t just another marketing channel for Mary Ruth’s—it’s a key touchpoint for their most engaged customers. With texts landing next to messages from family and friends, every SMS must provide value. The brand leans into exclusivity, founder presence, and conversational messaging to make each interaction feel personal.
Retention Strategies That Work (00:08:09)
Mary Ruth’s uses SMS to drive customer retention through two major initiatives:
Cashback Rewards: Instead of traditional discounts, the brand offers cashback through Postscript and Fondue, incentivizing repeat purchases.
Loyalty Program Enhancements: With an expanded four-tier system and a receipt upload feature, customers are rewarded for shopping both online and in-store.
The Three Pillars of SMS Acquisition (00:13:27)
Growing an SMS list isn’t just about volume—it’s about attracting and engaging the right audience. Mary Ruth’s acquisition strategy revolves around:
Value-Driven Offers: Exclusive discounts, early access, and educational content.
Optimized On-Site and Off-Site Capture: Strategic pop-ups, embedded forms, and social media integrations.
Engagement-First Approach: Welcoming new subscribers with personalized content and ensuring continued engagement through VIP-style messaging.
Maximizing Conversions Through SMS (00:23:05)
Beyond promotional texts, Mary Ruth’s leans into personalization and segmentation to drive revenue:
Product Reorder Reminders: Timely texts based on purchase history.
Seasonal and Trend-Based Messaging: Aligning campaigns with trends like immunity season or TikTok-fueled beauty crazes.
Segmentation & Lifecycle Automations: High-, medium-, and low-engagement cohorts ensure messages are relevant and timely.
Balancing and Differentiating SMS & Email (00:26:25)
SMS and email should work in tandem but serve distinct purposes:
Email: Great for storytelling, deeper engagement, and long-form content.
SMS: Best for immediate action, quick updates, and personal engagement.
Testing & Segmentation: Mary Ruth’s dynamically adjusts sends based on channel preference and engagement levels.
The Power of Personalization: Voice Messages & Founder Engagement (00:34:11)
One of Mary Ruth’s most successful SMS tactics is using voice messages from the founder herself. Whether it’s Thanksgiving well-wishes or product education, these voice notes add a layer of authenticity and intimacy that resonates deeply with customers.
Final Takeaways and Q&A: Elevate Your SMS Strategy (00:42:55)
Summary: Brands looking to replicate Mary Ruth’s SMS success should focus on:
Leaning into brand voice and authenticity.
Using SMS as a VIP channel, not just a promotional tool.
Personalizing customer journeys with segmentation and automation.
Testing, iterating, and refining strategies based on performance data.
Want to see where your SMS program stacks up? Download Postscript’s Benchmarks Report and start optimizing your strategy today!
