How LetyShops Discovered That Mobile Push Outperforms Email by 7x

Imagine: nearly half of all brand communications happen through mobile push notifications — but you have no idea how many people click through or what impact the channel has on purchases.

That was exactly the situation facing the LetyShops team. Despite mobile push being one of their key communication channels, the company had no way to measure its effectiveness: campaign performance data was simply unavailable, and decisions had to be made almost blind.

To gain access to analytics, expand segmentation capabilities, and unify mobile communications with other channels, LetyShops moved their mass promotional push campaigns to Yespo CDP.

In this case study, we walk through how the integration went, what changed for the marketing team, and what insights emerged once the mobile push channel became measurable.

About LetyShops

LetyShops is a cashback service that brings together thousands of stores on a single platform and returns a portion of the purchase price to users for online purchases. The service is used by more than 40 million people across different countries.

LetyShops’ core audience is shoppers between 18 and 45 who regularly order goods online and actively follow deals, discounts, and promo codes.

Around 80% of the active audience uses the service through a smartphone: browsing stores, tracking cashback, checking their balance, and looking for current offers.

In the app, user retention rates and purchase frequency are also higher than on the web version.

Mobile push notifications play an important role in reaching this audience: they account for nearly half of all LetyShops communications. At the same time, the company had no way to evaluate the effectiveness of this channel or its impact on purchases. That uncertainty became the starting point for what came next.

The Challenge

For a long time, the LetyShops team relied on their own in-house solution for mobile push. It let them run campaigns independently, but as marketing activities grew, its capabilities started falling short.

The limitations they ran into:

• No analytics. The team had no way to track clicks, CTR, or conversions, or to measure the impact of push notifications on purchases.
• Limited message format. Mobile push did not support banners, buttons, or other visual elements, which narrowed the scope for audience engagement.
• Segmentation complexity. Working with multiple segments simultaneously, excluding specific user groups, or factoring in behavior from other brand touchpoints was cumbersome.
• Channel isolation. Mobile push was not integrated with other channels, making it difficult to build effective user retention workflows.

Oleh Shvets, International Communication Manager, LetyShops

 

“We couldn’t add banners or buttons to mobile push. And we had no idea whether anyone was even clicking our messages.”

Since email communications had been running through Yespo since 2023, the platform’s Customer Success Manager proposed moving mass mobile push to the same system. The primary goals of the project were:

• gaining end-to-end analytics;
• expanding segmentation capabilities;
• unifying the mobile channel with other communications within a single platform.

The Solution

The LetyShops team moved mass mobile push campaigns to Yespo CDP by integrating the mobile app via SDK. Triggered and transactional messages remained in the company’s own infrastructure.

This approach allowed them to migrate the channel gradually without disrupting any existing workflows.

How the Integration Went

From development to the first mass promotional sends took 2 months. The main technical challenge for LetyShops’ developers was connecting the SDK without breaking their existing in-house solution. The Yespo support team was instrumental at this stage.

Oleh Shvets, International Communication Manager, LetyShops

 

“The platform team was always available and ready to help — whether that meant sharing a link to documentation or debugging code written by our developers. For the marketing team, the transition itself was straightforward. Yespo CDP has a simple, intuitive UX.”

One separate challenge was handling links. LetyShops uses custom data to pass transition parameters in mobile push, so during the migration the brand’s team built their own templating system to generate different link types. This preserved the existing navigation logic and ensured links continued to work correctly.

What Changed in Campaign Operations

After moving mass mobile push to Yespo CDP, the brand team gained what they had been missing most: analytics, more flexible segmentation, the ability to test campaigns, and tools for working with visual content. Some changes affected how campaigns are set up; others affected how performance is evaluated after launch.

Mobile Push Analytics

Delivery and click data can now be viewed directly in Yespo CDP. For detailed CTR and conversion analysis, LetyShops uses an internal dashboard built on user activity events flowing through the platform.

This gave the team the ability to evaluate the performance of individual campaigns, compare mobile push results against other channels, and make data-driven decisions. All user activity data is now consolidated in a unified contact profile, providing a complete view of brand interaction history to use for segmentation and personalization.

Audience Segmentation

Sending a mass campaign to the full list takes roughly the same amount of time as before. The speed improvement comes from scenarios that require working with multiple segments simultaneously, excluding buyers from a send, or considering users’ interaction with the email channel.

What used to require additional setup now takes a few clicks in dynamic segments.

Message Visuals

Previously, mobile push notifications contained text only. After the move to Yespo CDP, marketers gained the ability to add banners and buttons, making messages more eye-catching and informative. Initial tests showed a positive audience response: push CTR increased.

A/B Testing

Another capability the team did not have before is A/B testing. After the transition, they gained tools to test different approaches to content and message design, with results measurable against real performance metrics.

For these purposes, Yespo CDP offers a continuous A/B testing block called “One from Many.” It lets you run multiple message variants simultaneously within a single workflow. The system automatically tests them on a portion of the audience, analyzes results, and progressively favors the versions performing better. The algorithm factors in not just current CTR, but also users’ prior engagement with messages.

Link Handling

During the migration, preserving the existing navigation logic from mobile push was a priority. The new architecture replicated the parameter-passing mechanism already in use.

Each push notification carries additional parameters that specify where the user should land after tapping: a store page, a promotion, a category, or another section of the app. To preserve this logic after moving to Yespo CDP, the team developed a templating system that automatically generates the required parameter set for each link type. The migration had no impact on the marketing team’s existing workflows, and users continue to land exactly where the communication intends.

Separately, the team implemented AppsFlyer OneLink in the email channel. This allows users clicking from emails to be taken directly to a specific section of the mobile app, rather than just to the website or the app’s home screen.

AppsFlyer OneLink is a deep linking technology that ensures seamless navigation from external channels into the mobile app. If the user opens the email on a smartphone and has the LetyShops app installed, the link takes them directly to the right section. If the app is not installed, they are first directed to the app store — and after installing, land on the same page they originally wanted to open.

For the marketing team, this means fewer drop-offs on the way to the target action and a more seamless user experience when moving from email to the mobile app.

Contact Database Hygiene

After moving to Yespo CDP, the team was able to measure mobile push deliverability for the first time: depending on the country, the figure stands at 65%+.

The platform automatically updates and deactivates outdated push tokens, keeping the database current without any manual effort from the team. This eliminates sends to inactive devices and enables more accurate channel performance measurement.

Results

The primary outcome of the transition was gaining mobile push analytics. For the first time, the LetyShops team could not only track message delivery, clicks, and conversions, but also compare this channel’s performance against other communications.

The very first such comparison delivered an unexpected insight: mobile push generates 7x more clicks and 4x more conversions than email. Purchase conversion from email remains higher — but thanks to the significantly greater volume of clicks, mobile push drives a higher overall result.

LetyShops also notes the positive impact of the updated message format: after banners were introduced, push CTR increased.

Oleh Shvets, International Communication Manager, LetyShops

 

“With Yespo, you’ll always have a modern solution and the ability to set up omnichannel communications in a single CDP platform. And importantly — a Ukrainian support team. Explore what’s possible — and make the move.”

Summary

The insights confirmed that mobile push plays an important role in engaging the service’s audience and makes a meaningful contribution to the company’s business results. This created the foundation for the next stage of development — building full omnichannel workflows within a single platform.

Next Steps

The LetyShops team’s next step is moving triggered communications to Yespo CDP. These currently remain integrated into their own in-house solution, which means any maintenance or development requires developer involvement.

Once triggered communications are on the CDP, the team will be able to independently test workflows, update content, and improve user journeys without relying on the technical team for every change.

The plan also includes deeper channel integration and building omnichannel workflows in which mobile push and email operate as a unified communication system.

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