Holdout, not opens
Did the campaign make money?
About 10% of the opted-in list is left off each send. If the people who got the message buy more than the people who did not, the difference is the lift. Opens and clicks are not the result.
WhatsApp and text · Sun, Sep 20
Sunday mithai box
A Sunday send for the sweets box. The holdout bought less often than the people who got the message.
- Got the message
- 29 of 156 bought · 18.6%
- Held out
- 1 of 17 bought · 5.9%
- Extra orders
- 19.8
- Extra profit
- $194.27
Extra orders = (buyer rate with the message − buyer rate without it) × people who were sent it. Extra profit uses $9.80 profit per redeemed order.
Read the messageWhatsApp · Thu, Sep 3
Weeknight chai and samosa
Buy-one-get-one samosa for the early evening. Smaller tickets, still ahead of the holdout.
- Got the message
- 22 of 141 bought · 15.6%
- Held out
- 1 of 16 bought · 6.3%
- Extra orders
- 13.2
- Extra profit
- $55.39
Extra orders = (buyer rate with the message − buyer rate without it) × people who were sent it. Extra profit uses $4.20 profit per redeemed order.
Read the messageWhatsApp · Tue, Sep 8
Ganesh Chaturthi mithai
A mithai box at a price the counter had already charged. Holdout was 10% of the opted-in list.
- Got the message
- 31 of 128 bought · 24.2%
- Held out
- 1 of 14 bought · 7.1%
- Extra orders
- 21.9
- Extra profit
- $249.17
Extra orders = (buyer rate with the message − buyer rate without it) × people who were sent it. Extra profit uses $11.40 profit per redeemed order.
Read the messageWhatsApp · Fri, Aug 21
Raksha Bandhan gift box
Smaller lift than Ganesh week. Still positive against the people who were not sent the message.
- Got the message
- 18 of 98 bought · 18.4%
- Held out
- 1 of 11 bought · 9.1%
- Extra orders
- 9.1
- Extra profit
- $96.36
Extra orders = (buyer rate with the message − buyer rate without it) × people who were sent it. Extra profit uses $10.60 profit per redeemed order.
Read the messageWhat this does not claim
These sends are sample history for the preview, with the same holdout math the live product will use. A positive lift on a small holdout is a signal, not a guarantee. The next sends from this shop have not gone out yet.