How Death Wish Coffee Company uses Postscript to drive consistent 64X ROI through product launches
Mike Brown, founder of Death Wish Coffee, is a rebel with a cause. Sick and tired of bland, boring, and weak coffee, he went on a quest to perfect the world's strongest cup of joe. Today Death Wish Coffee uses the highest quality beans and a distinct brand personality to make its mark in the $100 billion coffee industry.
As the Digital Marketing Specialist at Death Wish Coffee, Kelly Spencer leads their owned marketing strategies. By using Klaviyo for email marketing and Postscript for SMS marketing, they’ve been able to hone in on their customer base and build a community of brand enthusiasts through these channel integrations.
One of their biggest use cases for driving revenue over SMS has been for upcoming product releases. This started out as a fun way to let their most engaged customers know about an upcoming drop. In 2021 they had plans to roll out a new zodiac sign mug each month. With killer creative and segments that targeted both subscription customers and active email subscribers, some of the campaigns received up to a 57% CTR. These zodiac mugs have since become a cult-like favorite for their customers.
We hear from our audience if they don't get an SMS about a mug release. They will contact our customer service team and ask what’s going on. Our customer service team will then come to me and say ‘We got multiple inquiries about the mugs because they didn't get the SMS!’ Our customers are starting to rely on that communication from us.
DWC uses SMS to chat with their customers while always staying true to their brand’s voice and personality. SMS has helped convert shoppers into brand loyalists. Here are some ways they are doing that.
SMS in partnership with email is how they are able to own their customer information and segment accordingly. By digging into some key data points such as orders and CTR, to drive high ROI, they’ve been able to focus on who wants what from them and can meet those customers where they already are. This helps them create a more customized experience for each subscriber.
Utilizing QR codes for signups has been a huge win for their SMS strategy. Scanning a QR code takes less than 5 seconds and this makes it easy for customers to become subscribers. DWC relies on QR codes specifically when they are partnering with other brands who may be owning the promotion. Having a QR code present whether it’s being promoted on a radio show or through hosting sweepstakes, it’s an effective way for them to also engage directly with the traffic the partnership brings in. “We're trying to be customer-centric all the time and want to make sure that the experience is as seamless as possible. And for us, SMS is kind of the way to do that,” says Kelly.
Product releases that are personalized to not only their customers but to their brand. This has been a huge driver of sales within their approach and a tactic they continue to experiment with. Kelly explains that the brand is constantly willing to try new things and believes that through SMS they’re able to see what their customers want from them and then deliver on the spot.
Average ROI on Zodiac mug launch campaigns
Compliant subscribers in 18 months
We have seen really strong results with Postscript, and just as a side note—your teams, customer service, and customer success managers are top of the line. They’re incredible.