Bonus: Want more incremental revenue? Send more SMS! Postscript's Mike Manheimer shows us the way.
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Incrementality Experiment with SMS Messaging at Jones Road Beauty
The chapter explores a case study on Jones Road Beauty, detailing an experiment on the incrementality of SMS messaging. By varying message frequencies among subscriber groups, the study found that increased messaging led to double the revenue, emphasizing the importance of monitoring unsubscribe rates and determining optimal messaging frequency. It also discusses a framework for sending SMS messages, focusing on maintaining subscriber engagement and analyzing metrics like revenue per subscriber and unsubscribe rate.
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