H&M Uses SMS to Increase Email Subscriber Database

HM Logo with Red Background

Did you know that 22% of retailers use SMS to increase their email subscriber databases? It’s true! How does it work? It’s actually pretty simple, retailers advertise for their customers to text their email address to their SMS short code to be subscribed to their email marketing list. For example, they’d tell customers to text their email address to the 12345. This is usually advertised in-store, or in traditional advertising mediums such as print, radio, television, etc.So it’s no wonder that mega retailer H&M is using SMS to also increase their email subscriber database. The retailer advertised in-store for customers to text their email address to their dedicated vanity SMS short code 70703. In return for texting their email address, customers were sent a text message coupon for 20% off their next purchase. You can see the text message from H&M below.

H&M Text Message

Immediately after texting my email address to the dedicated vanity short code 70703, I received the following email from H&M, welcoming me to their H&M Fashion News email newsletter.

H&M Email Marketing

Are you a retailer looking to do something similar to H&M, but not sure where in-store to advertise your SMS call-to-action? Luckily for you, in 2014 Experian surveyed more than 100 of the world’s leading retailers, and found out where in-store these retailers are collecting email addresses. Hopefully this gives you some new ideas as to where you can advertise your SMS call-to-action in-store. The results from this Experian survey are below.

  • Entered by Sales Associate at POS: 58%
  • Entered by Customer at POS: 28%
  • iPad: 27%
  • Text Messaging: 22%
  • Printed Receipt: 15%
  • Via a Kiosk: 13%

Looking for more examples of brands using SMS to increase their email subscriber databases? Check out how the following brands are using SMS to increase their email subscriber databases.

Are you retailer looking to collect email addresses from customers in-store or through traditional advertising channels? Check out Tatango’s new Text-to-Join Email Program, where you can collect email addresses via text message, and sync them directly with 20 of the top email marketing providers. If you have questions about this program, or collecting email addresses via SMS, feel free to reach out to the team at Tatango.


H&M Text Messaging Terms & Conditions: By providing us with your e-mail address in a text message to 70703 you confirm that you wish to receive marketing messages to your email address from H&M, and that you are 13 years old or older. Message and Data rates may apply. Opting in to the service means that you agree to receive one (1) autodialed telemarketing text message from H&M in response to your enrollment. Your agreement to these terms is not a condition of purchasing any H&M products. Your text to 70703 is your electronic signature signifying your agreement to these terms. In reward you get 20% off one item, an offer collected at the cashier and valid in-store on the day of your sign-up only and not valid with other offers or with select special collections. Should you need help contact us by email at customerservice.us@hm.com or text HELP to 70703. If you wish to stop receiving messages from H&M text STOP to 70703 for instructions. You can unsubscribe from receiving further emails from H&M at any time via the opt-out link present at the bottom of each marketing e-mail.

By submitting your e-mail address you consent to us processing your personal data. Your personal data is stored in the EU and H&M Hennes & Mauritz AB in Sweden is the controller for the data you provide us with. We do not pass on or sell your data to third parties for marketing purposes outside the H&M Group. You can object to the use of your personal data at any time. Find our Privacy Policy in full here.

For more information on H&M text message terms & conditions, click here.

Subscribe by Email

Subscribe to Tatango's SMS Marketing Blog to receive great SMS marketing content delivered right to your inbox.