The brand uses a three-tiered exit-intent ladder: $20 off $149, $55 off $300, and $100 off $500 — escalating savings as cart value rises. In Klaviyo SMS, each message can carry one dynamic coupon code — so the clean implementation is three separate SMS, one per tier, instead of one SMS with three codes (which the platform does not support in a single send).
We split traffic to test message timing only. The control path sent all three SMS in one burst with no intentional delay between them (0 minutes between sends). The test path still delivered the first SMS immediately, but waited 3 minutes before the second, and another 3 minutes before the third — same copy structure and coupon mapping, only cadence changed.
Klaviyo-attributed results
Same offer and creative structure; only the delay logic between the second and third sends changed. Currency USD.
| Metric | Instant (0 min) | Paced (3 min) | Δ |
|---|---|---|---|
| Delivered | 1,177 | 1,394 | +18.4% |
| Unique click rate | 5.44% | 7.25% | +33.2% |
| Placed order rate | 0.765% | 1.220% | +59.5% |
| Attributed revenue | $3,578 | $6,322 | +76.7% |
| Revenue / recipient | $3.04 | $4.54 | +49.2% |
| Click → order (CVR) | 14.1% | 16.8% | +19.7% |
| Avg. order value | $398 | $372 | −6.5% |
Statistical note (platform calculator): unique click rate difference was significant at 95% confidence; click-to-order rates overlapped at that threshold — interpret CVR lift as directional alongside the stronger click and revenue outcomes.
Why it worked: three SMS in seconds can feel like a burst — even when each message has a legitimate coupon. Short gaps give subscribers room to engage with one code before the next arrives, which showed up as higher clicks and materially higher attributed revenue in this test.
Klaviyo-attributed performance favored the paced path: unique click rate rose from 5.44% to 7.25% (+33% relative), placed order rate from 0.765% to 1.220%, and revenue from about $3.6K to $6.3K on the measured windows — roughly +77% more revenue. Revenue per recipient and overall engagement moved up; average order value ticked down slightly, which is consistent with a broader set of converters entering through the better-paced journey.
Takeaway: when you must stack multiple SMS for operational reasons, cadence is part of the creative. Short gaps can reduce the feeling of a single noisy blast and give subscribers time to act on one tier before the next code arrives — worth testing whenever you send multiple transactional or promo SMS back-to-back.
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