Studio10 Case Study

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One-off to always-on: The Black Friday SMS test that led to an ongoing SMS implementation

The Client

Studio10 partnered with Get Better in 2025, bringing an existing Klaviyo setup and a first taste of SMS marketing gained during the previous Black Friday period. With a strong base already in place, the opportunity was to take that early SMS momentum and build it into a proper, ongoing channel, rather than a one-off seasonal push.

The Challenge

Studio10 had dipped a toe into SMS around Black Friday the previous year. The list grew fast, nearly 6,000 net new subscribers in November alone, and it pulled in a first real chunk of revenue: around £1,800 that month, roughly 3.6% of attributed revenue. But once the Black Friday period ended, SMS had no home in the wider strategy. It sat as a one-off test rather than a repeatable channel, with no structured campaign cadence and no automated flows behind it.

When Get Better came on board in December, the potential was clear straight away. The brief was to build on what Studio10 had started rather than let that early result go to waste.

The Solution

Building SMS Into the Regular Campaign Strategy

Campaign SMS volume was scaled from a handful of isolated test sends into a consistent, near-fortnightly cadence. Since December 2025, SMS campaigns have gone from occasional one-offs to a core, repeatable part of the send calendar.

Layering SMS Into Automated Flows

Five new SMS-enabled flows were built and launched from scratch:

  • Welcome Flow (SMS), paired with a unique discount and SMS reminder. This is the strongest-performing SMS automation, up nearly 4x period on period.

  • Abandoned Checkout (SMS)

  • Browse Abandonment (SMS)

  • Added to Cart (SMS), with differing discount code variants

  • Positioning SMS as a VIP Tier

Rather than treating SMS as a generic broadcast channel, subscribers were positioned as VIP's, given early access to sales and similar perks. This tiered approach has helped keep the list engaged as it has scaled.

The Results

Figures below compare the nine months of work with Get Better against the equivalent nine months before the engagement.

Headline numbers:

  • SMS revenue: up 335.5%. 

  • SMS deliveries: up 673.4%. 

  • SMS share of total attributed revenue: 5.06%, up from 0.92%, even as total store revenue softened over the same window.

  • Some months are now hitting 6 to 8% of attributed revenue from SMS.

Campaigns:

  • Campaign SMS revenue increased by 328.2%.

  • Campaign SMS deliveries increased by 1,874.7%, reflecting the shift from. isolated test sends to a regular cadence.

  • Campaign SMS sends increased from 3 to 17. 

Flows:

  • Flow SMS revenue increased by 386.2%.

  • Five new SMS flows were built and launched from scratch: Welcome Flow, Added to Cart, Abandoned Checkout, Browse Abandonment, and a 20%-off Added to Cart variant, generating £609 in incremental revenue combined that did not exist before the engagement.

  • The Welcome Flow (SMS), paired with a unique discount and SMS reminder, is the strongest-performing SMS automation, up nearly 4x versus previous 9 months.

Our Take

This project shows how a promising but unstructured SMS test can be turned into a genuine second channel, sitting alongside email across both flows and campaigns, without needing to overhaul the brand or the wider CRM setup. By building out a proper campaign rhythm, layering in automated SMS touchpoints, and positioning subscribers as a VIP audience, SMS has moved from a Black Friday afterthought to a consistent, growing part of Studio10's revenue mix.

What’s Next?

Get Better continues to expand Studio10's SMS programme across further automated touchpoints and campaign cadence, building on the channel's growth since December 2025.

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