How CHOMPS Increased Conversion 541% After Switching to Postscript
CHOMPS crafts simple and delicious snacks made with the highest-quality, sustainably sourced proteins and no hidden or harmful ingredients. Dedicated to promoting both environmental responsibility and animal welfare, CHOMPS uses only the best grass-fed beef and venison and free-range, antibiotic-free turkey.
2x
Average Subscriber Lifetime Value (LTV) than other marketing channels
16%
Increase in list growth leading up to BFCM
541%
Increase in SMS incentive redemption
Recognizing the Power of SMS
It wasn’t long after Zoe Kahn, Manager of Retention and CX at CHOMPS, took over managing the brand’s email and text marketing that she realized the massive potential of SMS.
While many of her colleagues trusted email as the best customer touchpoint because it had been a historical revenue driver, Kahn knew that strategic segmentation and personalization could make SMS an incredibly powerful tool—a way for CHOMPS to treat their customers like friends.
Struggling with Platform Gaps
After running a few A/B tests with more personalized, human-sounding messages, Kahn saw conversion rates soar—but the SMS platform CHOMPS was using at the time was limited in its segmentation capabilities due to issues with duplicate subscriber profiles.
“That’s fine if you’re sending out a full-list text message, but I knew that if I wanted to really personalize our texts, I needed to find another solution,” Kahn said.
Her second issue: “ugly” URLs—which, she hypothesized, made subscribers hesitant to click.
And finally, CHOMPS just wasn’t seeing the kind of list growth Kahn felt they were capable of, so she wanted an SMS partner with a more intentional focus on subscriber acquisition.
Zoe Kahn, Manager of Retention and CX
“I knew that if I wanted to really personalize our texts, I needed to find another solution.”
Industry
Food & Beverage
Searching for a Better SMS Solution
Turns out, Postscript was exactly the SMS partner she was looking for. CHOMPS officially moved over to Postscript from Klaviyo SMS in October 2022—and the results were almost immediate.
“We’d only been on Postscript for a month and a half when we had to significantly increase our goals because we were having such great success,” Kahn said. “We were not expecting as much revenue as we actually earned.”
Kahn credits her Postscript onboarding team for the early success CHOMPS experienced. She wanted to speed up the process to ensure CHOMPS was totally ready for BFCM, but her team still made sure she fully understood the platform and had everything she needed to go live on Postscript confidently—even during the brand’s busiest time of year.
She also praised the Postscript team for the amount of education they provided around important topics like compliance and consent—something she never received previously. “Postscript takes compliance very seriously, which is how it should be,” Kahn said.
Supercharging Subscriber Acquisition
One of the first changes Kahn made to the SMS strategy at CHOMPS was adding a welcome incentive to their subscription popup and leading with phone number collection on both mobile and desktop. That led to a 541% increase in redemption of the welcome incentive compared to email—not including BFCM.
“That showed us that our customers really do want our text messages,”
Kahn said.
But BFCM was the real SMS litmus test for CHOMPS—one that they passed with flying colors.
Zoe Kahn, Manager of Retention and CX
“We’d only been on Postscript for a month and a half when we had to significantly increase our goals because we were having such great success. We were not expecting as much revenue as we actually earned.”
Industry
Food & Beverage
Blowing Out BFCM Targets
They teased their BFCM promotion via email two days before launch, telling subscribers big deals were coming—and SMS subscribers were getting first dibs. That generated a 5% increase in subscribers on its own.
When CHOMPS sent the text officially announcing early access to their “buy more, save more” event, Kahn figured they had enough inventory to get them through the entire two-day sale. She was wrong.
“Some flavors started selling out just from the SMS early access,” she said. “I hadn’t even sent it to the full email list.”
Getting More Contextual and Conversational
Coming off a highly successful holiday season, CHOMPS has big plans for SMS in the coming year. In addition to doubling down on their list growth efforts with giveaways and back in stock notifications, Kahn wants to support retention by leaning heavily into more targeted, contextual messaging—primarily by leveraging subscriber-triggered automations and deep segmentation. She also wants to test more conversational sends.
“Our goal is to be very personal,” she said. “I don’t want to just hit up our customers when we have a sale…some campaigns’ goals are simply to engage with them.”
Postscript’s deep integration with Gorgias enables the CHOMPS team to quickly respond to incoming subscriber texts, creating a more authentic conversational experience. “Postscript’s integration with Gorgias is great and allows us to be able to communicate with customers on our CX dashboard as if it was an email or a chat,” Kahn said.
Finding a Forever Partner in Postscript
One thing that’s for certain? CHOMPS has found their SMS home with Postscript. “Our customer success team is super helpful in helping us understand everything Postscript has to offer, and that opens up a lot more opportunities for us,” she said. “The approach from Postscript is very proactive.”
Kahn added that unlike a lot of other technology providers, Postscript constantly demonstrates through action that they truly have their customers’ best interests at heart. “I can see that everyone at Postscript focuses on the feedback we provide,” she said. “Every time I've had an ask, I can tell it’s heard and taken seriously. Postscript really listens to the customer.”
Solution and results
By leveraging Postscript’s segmentation and personalization capabilities to the fullest, CHOMPS built a contextual SMS strategy that quickly exceeded revenue expectations. Fueled by a phone-first website popup, redemption of their new-subscriber incentive skyrocketed—leading to more net new customers and more opportunities to drive loyalty and repeat purchases. The cherry on top? For the first time ever, CHOMPS sold out of inventory during their BFCM early access sale—all thanks to promotion on SMS.
Note: All results are accurate as of January 31, 2023.
$195
Subscriber LTV Average lifetime value per subscriber
16%
in List Growth Leading up to BFCM
541%
Increase Redemption of Opt-in Incentive
Zoe Kahn, Manager of Retention and CX
“I can see that everyone at Postscript focuses on the feedback we provide. Every time I've had an ask, I can tell it’s heard and taken seriously. Postscript really listens to the customer.”
Industry
Food & Beverage