Background / Problem
Our initial assumption was that users with less engaged, leading to lower click-through rates (CTR). Conversely, we believed that users who tend to be more active, would naturally show higher CTR.
To test this hypothesis, we created different message styles based on user tiers and observed the performance.
Actions Taken
We designed a targeted A/B messaging test with two creative styles:
- Personalization Style (for low engaged users)
- Target Group: Users with low engaged
- Social Proof / FOMO Style (for high engaged users)
- Target Group: Users with high engaged
Each variation was sent with similar delivery volumes to ensure a fair comparison.
Results / Impact
The outcome challenged our initial assumption:
| Segments | Message Style | Delivered | CTR |
|---|---|---|---|
| Low Engaged Users Group A | Personalization | 7,530 | 4.42% |
| Low Engaged Users Group B | Personalization | 5,844 | 5.70% |
| High Engaged Users Group A | Social Proof | 5,306 | 1.62% |
| High Engaged Users Group B | Social Proof | 7,365 | 2.06% |
| High Engaged Users Group C | Social Proof | 8,110 | 1.90% |
- Low engaged users, previously thought to be less engaged, achieved exceptionally high CTR (4–6%) when approached with personalized, reward-focused messaging.
- High engaged users, who usually perform better, recorded lower CTR (1.6–2%) under social proof/FOMO messaging.
Key Insight:
Low engagement doesn’t always mean low response.
The right messaging style in this case, personalized and reward-centric copy can resonate deeply with lower-tier users, driving stronger engagement than expected.
