The decision
A beauty retailer randomly assigns 2,000 eligible buyers per group. A replenishment message produces 310 purchases, versus 260 in holdout. Each purchase earns ₹280 contribution, and sending and creative cost ₹5,000.
Should the message become a regular CRM campaign?
Worked solution
Reveal the visual and solution
- Use the eligible assigned group and consistent follow-up window. Check consent, suppress unresolved complaints and exclude duplicate accounts.
- Lift is 2.5 percentage points, or 50 purchases. Incremental net is 50 × ₹280 − ₹5,000 = ₹9,000 before longer-term effects.
- Track unsubscribe, repeat timing and category substitution. Scale only if those guardrails hold and the uplift repeats.