Conversation to Conversion: How Postscript Sales Generated $344K for The Earthling Co.

The Earthling Co. had high hopes for their Postscript Sales beta test. Their primary goal? Drive incremental revenue from their existing customers. But they weren’t stopping there. They were committed to giving customers a top-notch, conversational encounter and boosting their engagement.  

“We weren’t actively supporting SMS because we didn’t have enough people to manage it,” says Sophie. “I felt like it would be better for our customers if they could just text us questions rather than having to email us.”

The additional perk of easing some pressure off of their CX team by diverting and resolving customer inquiries through SMS Sales would be a massive win. And with the support queue at capacity, it was a smart move.

Sophie says that “onboarding was quick and seamless.” even though there was a lot to cover regarding the do’s and don’t in their brand guidelines.

The SMS Sales team partners with each brand to create an agent persona that resonates with that brand’s vibe and that can speak to its audience effectively. We dive deep – what their name should be, what their personality is like, and even what slang and emojis they use. The Earthling Co.’s persona started as ‘Nate,’ but when we switched the persona to ‘Autumn,’ we noticed that their subscribers felt much more comfortable opening up in conversations.

The Earthling Co.’s not like most other ecommerce brands. They tend to shy away from promotions and focus more on the quality of their products. So they don’t use phrases like “act now,” “act fast,” or “limited inventory.” Instead, they focus on product quality.

Sophie challenged their Postscript Sales team “to not escalate discounts to close a sale, and to really engage the customer [and] explain the value.”

Postscript got to work familiarizing its sales team with the ins and outs of The Earthling Co.’s complete product line and brand–from the basics to the most esoteric nuances. And in anticipation of tricky questions or uncommon customer issues, they set up a Slack channel to quickly field any questions that came up with The Earthling Co. team. This let Postscript’s SMS Sales team stay in touch and get answers as soon as they needed them.

Sophie loves that “people can tell it’s a real person, and there’s a volley back and forth.” She knows that “texting is a different conversation. You’re in a feed with their best friends, their mom, their spouses, their partners. So you need to have a conversation that meets the medium you’re talking to them in.” 

Earthling’s subscribers have taken well to SMS Sales. They know and remember the SMS sales agent by name and even started texting in, unprompted, to say, “Hey Autumn, I actually had another question…”

Sophie says, “It speaks to the fact that we’ve created this really cool brand voice and agent persona that people are just chatting back without us even prompting it.”