Use Mobile Messaging to Your Advantage This Holiday Season
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4. Make sure to look at the big picture post-messaging. When you look at test results at the micro level, such as checkout rates, remember to zoom out and look at other impacts, such as customer retention.
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You may send a message that offers a great discount, but has language that doesn't resonate well with your users. This may increase checkout rates for this holiday season, but overall customer retention could drop off afterwards. Make sure you take everything into account and know which metric your company prioritizes.
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Momchil Kyurkchiev
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