At the Beauty CEO Summit, Jamie Elden from Listrak highlighted the growing importance of personalized communication for brands in the beauty and fashion sectors. According to the Listrak 2025 Benchmark report, effective customer acquisition strategies rely on understanding individual needs rather than generic marketing tactics. Listrak's AI-driven technology personalizes outreach through SMS and email, capitalizing on significant revenue growth in SMS marketing. The report indicates that Gen Z and Millennials are primary contributors to this trend, as they increasingly offer their data for personalized interactions, signaling a strong shift in marketing dynamics post-COVID-19, especially in makeup and skincare sectors.
We've seen this channel in five years go from 70 percent email and 30 percent SMS to 60 percent SMS and 40 percent email.
More than ever, people are using social media as a platform for research and discovery and willingly offering data for personalized communication with brands.
Customer acquisition is paramount, and the most effective marketing tools are tailored communications that address individual consumer needs.
Notably, SMS has seen 70 percent revenue growth year-over-year, signifying its importance in driving growth in this sector.
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