![Brazilian Professionals Case Study](/wp-content/themes/yootheme/cache/27/Grey-Simple-Modern-Webinar-LinkedIn-Banner-2-2753f004.png)
![Brazilian Professionals Case Study](/wp-content/themes/yootheme/cache/27/Grey-Simple-Modern-Webinar-LinkedIn-Banner-2-2753f004.png)
Global Brand Improves Text Deliverability and Increases Sales with TrueDelivery
Company History
Founded in 2008, Brazilian Professionals is a specialty hair treatment producer and distributor. If their name sounds familiar to you, it’s likely because they are the exclusive distributor of popular products such as the Brazilian Blowout and Brazilian Bond Builder.
From their headquarters in Agoura Hills, California, the company works with a global network of independent beauty distributors, salons, and beauty supply companies. They strive to help customers build their businesses with new service revenue from using these products.
Introduction
Communicating with your customers through their preferred channel is essential for modern businesses. Not only does this practice ensure that your messages are received, but it also shows customers that you understand their needs and want to provide them with an optimal experience.
Brazilian Professionals is a brand that deeply understands this dynamic, since many of their customers are hair stylists who dislike phone calls and are too busy for in-person sales meetings at their salons. With customers like these, you either text them, or you risk not reaching them at all.
“Texting has been the way that I’ve been able to really make my business happen,” says Mary Loyer, senior sales director at Brazilian Professionals.This successful communication model was threatened, however, when carriers began blocking many texts that the Brazilian Professionals team was sending to their customers, falsely marking them as spam.
The Challenge
Sales reps from Brazilian Professionals have always leaned on texting when reaching out to stylists and salons to build relationships, provide education, and arrange orders. But issues started arising as carriers employed increasingly tighter spam filters in order to protect their own customers from unwanted text messages. While anyone who owns a mobile phone would agree that fewer spam messages is a good thing, there were unintended consequences to the carriers’ efforts. In the case of Brazilian Professionals, a large number of legitimate messages were blocked from reaching recipients who wanted to get them.
“I would typically create a message that I was going to send to 300 stylists to invite them to an event I was doing,” recalls Loyer. “When I tested the message, it would go to me. And I thought, ‘Okay, surely it’s gonna be received by everyone.’ Later, I would find that 70% of the messages were blocked.”
Customers were understandably frustrated by the drop in communication, feeling like their conversations were being ignored and their needs forgotten. In some cases, stylists and salon owners simply assumed that the relationship with their rep had ended.
Brazilian Professionals reps struggled to remedy the situation because they couldn’t identify what was causing their texts to be blocked. They obviously weren’t spammers. And they were reaching out to people they had successfully communicated with in the past. But given the inaccuracy of carriers’ spam filters, it was clear that new strategies were necessary for any kind of improvement.
The Solution
Brazilian Professionals reached out to the experts at TrueDialog for assistance. Our team realized that new AI and machine learning technologies could provide the solution for undelivered messages. Collaborating with Brazil Professionals and other clients, we created the industry’s first AI-powered text message deliverability scoring tool for businesses. Much like email spam scoring tools, businesses simply enter their texting message and TrueDelivery reveals the likelihood of the message being blocked by each major carrier. Now, sales, marketing, and customer success representatives have the ability to fine-tune their messages to increase the likelihood of text delivery.
“When generative AI was released to the public, we quickly began working on a way to harness its power to identify messages from reputable senders that may be incorrectly marked as spam and making suggestions to correct them,” explains John Wright, CEO of TrueDialog.
TrueDelivery was built by analyzing hundreds of millions of text messages. Guided by that vast amount of data, it then leverages AI and machine learning to proactively assess messages and score the deliverability. Initially, TrueDelivery only tested an overall algorithm for deliverability across all carriers. But now, it can break things down to a more specialized level, showing users the unique metrics for each of the major carriers.
This carrier-specific feature is crucial because there aren’t any one-size-fits-all solutions in the communications industry. Each carrier has different technology in place and different ways they filter messages, with the protocols constantly evolving. In order to stay up-to-date on everything, TrueDelivery’s AI training models adapt dynamically to any changes to the spam filters used by various carriers.
While the technology behind TrueDelivery is sophisticated, it’s easy for the reps from Brazilian Professionals to use the tool on a daily basis. Just enter the text message, and TrueDelivery will reveal the likelihood of the message being blocked.
“I’m able to change up the messages and test it again, and through the process of elimination, I’ve been able to tweak my messages,” says Loyer. “It’s helped me simplify them. I get really excited when it says only 8% are predicted to be blocked. And I’m getting more sales because of it. Overall, it’s made my life easier.”
The Result
TrueDelivery is now helping the sales reps at Brazilian Professionals stay more connected with their customers and hit new business goals.
“I’m the company’s number one sales producer in the company, and I really believe that a huge part of that has been the way I’ve been able to use TrueDialog, and now TrueDelivery, to really make sure I’m able to reach my customers on a quicker, and more regular basis,” says Loyer.
By improving the delivery rates for their text campaigns, Brazilian Professionals is also reducing the risk of being blacklisted by carriers. When this penalty occurs, the deliverability of an affected company’s future text messages can be hurt even more.
Another key benefit is that the improved efficiency provided by TrueDelivery is helping Brazilian Professionals not waste money on undelivered sent messages. Carriers charge the same amount of money regardless if messages are delivered or blocked, so you can potentially waste your budget on thousands of unsent messages every month.
With happier customers and more effective marketing campaigns, Brazilian Professionals is now seeing unparalleled success.
“We were excited to be a beta customer of TrueDelivery, seeing a 85% reduction in messages being falsely blocked as spam by the carriers,” says Loyer. “This tool improved our campaign success metrics, ensuring our messages made it to their intended recipients, which dramatically increased our sales. Given that text is our most effective and efficient marketing channel for our company, TrueDelivery is such a powerful tool and has been a game changer for the success of our business.”Thanks to the adaptable technology used by TrueDelivery, Loyer and her team know that this newfound success is sustainable. Carriers will inevitably make changes to their spam filters in the future, causing chaos for other companies. But TrueDelivery’s training models will continue to evolve right along with the carriers’ technology, ensuring that the reps from Brazilian Professionals are able to keep building strong relationships with clients and carrying out effective SMS marketing campaigns.