The challenge
Sending more was not the answer.
Campaign revenue per recipient sat at $0.0366 with a 0.407% click rate in July 2025. The account had reach, but broad messaging was leaving too much value on the table.
Home wellness · Air purification
From $0.04 per recipient to a $750K+ email & SMS revenue engine
LabCharge already had scale. The opportunity was making every send, segment and automated journey work harder without simply increasing volume.
Selected creative
What changed
I rebuilt the strategy around why customers actually bought.
01
Turned 691 post-purchase responses into the messaging map
Dust appeared in 40.5% of responses, followed by breathing and allergy concerns, pet odors, filter costs and ease of use. Those problems became the campaign angles.
02
Separated broad sends from high-intent behaviour
A Viewed Product but Didn’t Purchase segment generated roughly $0.12 revenue per recipient versus around $0.03 from a broad newsletter.
03
Made SMS conversational and expanded lifecycle automation
Short, conversational messages replaced generic promo blasts, while automated flows captured more of the customer journey between campaigns.
The results
The channel became a material revenue engine.
$753,493Attributed email + SMS revenue
$648,179Email-attributed revenue
$105,314SMS-attributed revenue from 1,077 orders
4×Approx. RPR lift from a high-intent segment versus a broad newsletter
Conversational SMS produced roughly 5× the CTR of the previous approach, with one later educational send reaching a 26% click rate.
What I built
Research first. Then the system around it.
- Customer-research messaging framework from 691 responses
- High-intent campaign segmentation
- Expanded lifecycle flows
- Conversational SMS format and testing
- Campaign angles built around specific pains instead of generic product benefits
“Congratulations, everyone. We are officially sold out. I have updated the website, and we no longer have this item. Danny, good job, brother.”
Your retention channel