Owned channel

SMS

Small list, high response - list growth is the constraint Figures cover Group for 21 Sept 2026 to 18 Oct 2026, last-click unless a column says otherwise.

Business

Period

Revenue

$1,332

5.4%0.2% of online revenue

Media cost

$67

0.7%20.00x return on spend

Orders

5.4%$157 average order

New customers

7% of channel orders, $112 CAC

Revenue and cost

Daily trading, 21 Sept 2026 to 18 Oct 2026

Efficiency

Return on the cost the channel carries

Delivery health

The channel-native measures that explain the result

Measure	Now	Target	Read
Revenue share Contribution to online revenue in the period	0.2%	Growing	On track
Return on cost Revenue over the cost the channel carries	20.00x	Over 3.5x	On track
New customer share How much of the channel is acquisition	7%	Over 50%	Off track
Conversion rate Sessions to orders for traffic this channel sends	12.61%	Over 2.0%	On track

Native metrics

Straight from the platform

Subscribed numbers

19,625

Click rate

7.3%

Opt-out rate

0.94%

Cost per send

$0.050

Share of owned revenue: 0.4% across 3 channels. Week on week revenue +15.4%.

Campaigns

Where the budget actually sits inside the channel

Campaign	Objective	Cost	Revenue	Return	Orders	Cost per order	CTR	CVR	WoW	Read
Always on	Revenue	$29	$601	21.07x	4	$8	1.69%	10.02%	-2.9%	On track
Seasonal push	Revenue	$19	$336	17.80x	2	$10	0.67%	16.17%	+0.8%	On track
New range launch	Awareness	$10	$225	22.54x	1	$7	1.60%	12.08%	-16.4%	On track
Win back	Retention	$7	$131	18.62x	1	$8	1.36%	16.01%	+0.3%	On track

Where the revenue sits

The split that decides where the next dollar goes

Segment	Detail	Cost	Revenue	Share	Return	New customer share	Read
Coffee beans	Core range	$31	$573	42.4%	18.40x	8%	On track
Subscription	Recurring	$19	$414	30.5%	22.08x	8%	On track
Equipment	Considered purchase	$13	$243	16.9%	19.18x	8%	On track
Gifting	Seasonal	$7	$134	10.2%	18.67x	8%	On track

Assets in market

What is carrying the channel, and what is fatiguing

Asset	Format	Cost	Revenue	Return	CTR	Hook rate	Frequency	Days live	Read
Origin story	Video	$29	$637	22.10x	0.56%	36%	1.1	60	Watch
Roast range	Static	$19	$438	23.48x	1.28%	32%	1.2	62	Watch
Subscription offer	Static	$18	$302	16.99x	1.35%	21%	2.6	33	On track

On-site funnel

What the channel sends, and where it leaks

Sessions67

Visits the channel sent in the period

Product views33 · 49.1%

Landing page relevance to the promise made in the ad

Add to cart9 · 28.4%

Range, price and availability doing their job

Checkout started6 · 61.1%

Shipping thresholds and payment options

Orders8 · 147.8%

Checkout completion, the cheapest revenue in the business

Devices

Device	Sessions	CVR	Revenue
Mobile	46	10.34%	$743
Desktop	16	19.54%	$496
Tablet	5	13.24%	$112

States

State	Sessions	CVR	Revenue
New South Wales	22	13.11%	$455
Victoria	18	13.62%	$387
Queensland	11	11.85%	$211
Western Australia	7	11.35%	$124
South Australia	5	11.60%	$83
Other states and territories	3	10.84%	$44

What we would do next

Ranked by the value at stake, not by effort

Ongoing · Contribution

Hold the current position

SMS is returning 20.0x on the cost it carries. Keep the budget flat and re-read after the next incrementality test.