Case Study: Baked by Melissa drives 39x ROI and boosts online orders with Attentive

How Baked by Melissa Uses Text Messaging to Drive Online Orders

Baked by Melissa, the New York City-based bakery known for its bite-sized cupcakes, partnered with Attentive to meet a new challenge during COVID-19: keeping customers engaged with gift ideas for holidays and special occasions while also driving more online orders as retail stores closed. To do that, the brand needed a better way to recreate its in-store experience online and encourage e-commerce purchases.

Using Attentive’s text messaging platform, Baked by Melissa sent personalized 1:1 SMS with exclusive offers, first looks at new products, eye-catching images, and shipping deadline reminders to motivate last-minute holiday orders. The program delivered strong results, including 151% subscriber growth in 3 months and a 39x+ overall ROI, with a Mother’s Day launch message generating a 31x ROI.

Baked by Melissa

Brittany Attride

Digital Marketing Manager