Increasing SMS Revenue 361% YoY During BFCM
Background.
HygieneLab is a fast-growing men’s personal care brand offering high-performance, non-toxic essentials like shampoo, hair gel, deodorant, and more.
After working with Jetset for a few months, email and SMS were already driving meaningful sales, but Hygienelab wanted to evolve CRM from a support channel into a primary revenue channel for BFCM, and ensure that the BFCM period did not degrade list health (as it too often does).
Jetset partnered with HygieneLab to run their BFCM campaigns – tightening strategy, focusing messaging, and putting list-health guardrails in place so the brand could scale during the highest-intent week of the year.
Approach.
- Rebuild the BFCM send calendar around proven high-performing days
- Validate timing and cadence choices with structured A/B testing
- Consolidate volume by cutting low-return sends and distractions
- Anchor campaigns in bundles and savings to lift conversion quality
- Develop problem–solution narratives that clarify why the products win
- Sharpen value propositions for faster scanning in crowded inboxes
- Apply engagement-based targeting and hygiene rules to protect deliverability
Jetset made BFCM feel calm and planned. We scaled without burning our list.
Kramer Laplante - Founder & CEO
Results.
During BFCM 2025, HygieneLab’s owned channels became a more reliable growth engine. Retention revenue climbed +276% YoY as email and SMS worked together with clearer structure and less volatility across sends.
Email revenue grew +161% YoY, reflecting a program that scaled while staying focused on repeatable offer framing and tighter messaging. Instead of chasing more volume, the program concentrated sends where attention and intent were highest.
SMS revenue increased +361% YoY, reinforcing SMS as the primary growth lever during peak shopping days. More disciplined timing and offer clarity helped capture high-intent traffic without over-relying on broad blasts.
And these BFCM campaigns did not degrade list health. In fact, this program did the opposite. Unsubscribes fell -44% YoY and spam complaints dropped -85% YoY, signaling stronger alignment with subscriber expectations and inbox trust.
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About Jetset.
Jetset partners with fast-growth and enterprise brands to power Bespoke Growth, a wait-listed growth botique across all channels, and CxRM™ – our full-service retention and lifecycle offering that fuses enterprise CX with world-class retention marketing to drive growth, reduce churn, and wow customers.
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