Question: You are reviewing the performance of a client's weekly SMS campaign, "The Friday Flash Sale," and notice a critical issue in the reporting dashboard: - Deliverability rate: Messages are reaching the customer at 98% - Click-through rate (CTR): Content is highly engaging at 30% - Unsubscribe rate: Customer list is in decline at 5% Based on these stats, the immediate priority is to stop the high unsubscribe rate. What is the BEST first testing step to address this issue?
- Test two different offers (e.g., 30% vs. $20 off) to see if a stronger incentive can overpower the desire to unsubscribe.
- A/B test a new send frequency (e.g., sending bi-weekly instead of weekly) to determine if message cadence is causing customer fatigue.
- Filter the recipient details to create a new segment of 5% who unsubscribed, and remove them from all other campaign segments.
- Change the send time to 3 PM instead of 10 AM, as all other engagement issues are caused by poor timing.
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