The Vitamin Shoppe

I joined the The Vitamin Shoppe’s team for four months to cover another writer’s maternity leave. I served as the sole writer other than the Copy Director, and day-to-day worked as the lead writer on customer acquisition projects.

Over those four months I was asked to write a bit of everything, mostly digital ads, paid social, app content and SMS/MMS, but also things like a script for a radio/podcast ad spot, OOH billboards, store signage, DTC mailers, email content, etc.

In terms of performance, the two consistent recurring campaigns I worked on the most were text messages and push notifications. I asked the respective marketing leads for some data to quantify how those did during the period I wrote for them:

• SMS/MMS messages went to a possible audience of 696,354, delivering a click through rate 39% higher than the competitor average benchmark and driving 22% greater web demand vs. the previous year. The average opt out rate of 0.3% was 97% lower than the competitor benchmark. We also performed more than 30 A/B tests resulting in +15% click through rate and +10% conversion rate.

• Push notifications went to a possible audience of 277,468 users and regularly beat engagement benchmarks, with top performing messages influencing as much as 21% of their audience to open the app. These pushes frequently drove more than $100,000 in direct sales, and some resulted in upwards of $350,000 direct in-app sales.