Fictional example · No customer results
Five touches. A person for the replies.
Fictional Comfort HVAC, Sam and Alex are invented. These sample messages and report numbers explain the proposed service. They are not client results, a live CRM integration or messages being sent.
Before day one
Permission, approval and a random split.
The contractor approves the messages, eligible estimates and callback rules. About 80% of eligible households get our follow-up and about 20% are held back as a control group. Assignment is random and fixed before outreach. Because one contractor's pilot is usually too small for a reliable answer on its own, we also pool results across clients, and we report each client's own numbers with their uncertainty, including negative or inconclusive results. Usual follow-up continues in both groups. SMS examples apply only with documented consent naming Fictional Comfort HVAC; otherwise use an approved permitted channel.
Day 1 · A helpful check-in
Hi Alex, it’s Sam with Fictional Comfort HVAC. Thanks for having us out about your new system. Any questions on the quote? Happy to arrange a call. Reply STOP to opt out.
An accompanying email identifies Fictional Comfort HVAC, includes its postal address and an unsubscribe link, and offers an advisor callback.
Day 3 · Ask what would help
Alex, Sam at Fictional Comfort HVAC. Would a call with your comfort advisor about the financing options on your quote help? Reply STOP to opt out.
This variant is used only when financing was offered and the contractor has approved the wording. The advisor provides any actual payment, rate or eligibility details.
Day 7 · Offer a callback
Hi Alex, checking in from Fictional Comfort HVAC. Would you like your comfort advisor to call about the replacement estimate and next steps? Reply STOP to opt out.
Confirm the quote is still open and valid before sending. Do not claim an installation slot or deadline unless the contractor has verified it.
Day 14 · Check the homeowner’s plans
Alex, Sam with Fictional Comfort HVAC. Should we keep your replacement quote open, or have your plans changed? Either answer is fine. Reply STOP to opt out.
Any reply pauses the sequence for human review. A request to stop contact suppresses further follow-up across channels.
Day 28 · Close the loop
Hi Alex, Sam with Fictional Comfort HVAC. This is our last follow-up on your replacement estimate. If you want to revisit it, reply here and we can arrange a call. Reply STOP to opt out.
An accompanying final email offers the same next step, with the contractor’s identity, postal address and unsubscribe link. Sending ends with the agreed service term.
Every message identifies the contractor. Proposed sends are 09:00–18:00 recipient local time on approved days, with stricter restrictions taking priority, no Sundays or federal holidays, and no SMS when time zone or consent is uncertain. An SMS opt-out confirms once and suppresses follow-up across channels. HELP routes to the contractor’s approved support contact.
Recheck estimate status before every send. Replies pause the sequence for review; booking, sale, loss, expiry or opt-out ends it. Routine answers use approved information. Pricing, financing and technical answers go to the contractor’s team.
Invented numbers · Example weekly report
Show both groups, including uncertainty.
This fictional week-four report compares 100 households, each observed for the same agreed 28-day window. All outcomes are known in this example. Usual follow-up continues in both groups.
| Metric | Treatment: added follow-up | Control: usual process |
|---|---|---|
| Households randomly assigned | 80 | 20 |
| Added campaign messages sent | 224 | 0 |
| Delivery failures (added campaign) | 4 | Not applicable |
| Households replying (any channel) | 36 / 80 (45%) | 6 / 20 (30%) |
| Callbacks booked | 18 | 3 |
| Sold replacement jobs | 20 | 4 |
| Close rate | 25% | 20% |
| Opt-outs (any channel) | 1 | 0 |
| Complaints | 0 | 0 |
Observed difference: +5 percentage points. Estimated incremental jobs in treatment: 80 × (25% − 20%) = 4. That is a comparison estimate, not proof that we caused four specific sales. The 20 treatment sales are not all attributed to the service.
Conclusion: inconclusive. An approximate 95% interval for this illustrative difference is −14.9 to +24.9 percentage points (unadjusted normal approximation). This sample of 80 treatment and 20 control households cannot establish reliable lift here. This is one fictional client’s report; any pooled cross-client estimates would be shown separately and labelled as pooled. Actual reports name the method, data completeness and observation window and report negative results too.
Illustrative lost reasons: price (6), competitor (4), postponed (2) in treatment; price (2), competitor (1), postponed (1) in control. Sold, lost and still-open records remain separate. Opt-outs and delivery failures stay in their original assigned denominators. Completed installations and collected revenue require separate verified records; neither is reported here.
Operator time in this fictional week: 170 minutes. Next actions: advisor reviews open technical questions, operator confirms suppression, and both groups continue observation only within the agreed window and authorization.
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