How immi increased SMS earnings per message by 4.9x and ROI by 3x using voice messaging
The Problem
immi, the better-for-you ramen brand, wanted to strengthen its customer journey through deeper storytelling and stronger emotional connection. With a high-intent audience and an older-skewing demographic, the team saw an opportunity to explore new ways of communicating that felt more human—and less transactional—than traditional SMS.
Senior Retention Manager Isabelle Poon was initially unsure how voice would perform, but her testing mindset made it worth exploring.
I wasn’t sure how voice notes would perform—but I knew our customers loved that format. That made it worth trying.
— Isabelle Poon, Senior Retention Manager @ immi
The goal was to see whether voice could outperform immi’s existing SMS flows, especially in moments where the brand’s story and values could shine.
The Solution
immi partnered with Para to launch personalized voice messaging across two key campaigns:
1. Welcome Series A/B Test
New subscribers were randomly assigned to receive either immi’s existing welcome SMS or a personalized voice message from co-founder Kevin Lee. The voice note was designed to educate and connect—delivered early in the journey when customers were still learning about the brand.
2. Slurp Society Promo:
To celebrate one year of immi’s Slurp Society membership program, the team created a campaign with two tailored voice messages:
- Members received a gratitude-driven voice note.
- Non-members received a personalized message and a 25% offer to join.
The first voice campaigns were recorded by co-founder Kevin Lee. But as the team scaled usage, they transitioned to Para’s AI-generated voice clone of Kevin for speed and flexibility.
The efficiency of a text-to-speech model was really big for us. It allowed us to scale while keeping the warmth of our founder’s voice. We’re fully adapted to it now.
— Isabelle Poon
The Result
Voice messaging significantly outperformed SMS across both lifecycle and campaign sends:
Welcome Series – Voice vs. Text
- 5% higher click-through rate (CTR)
- 51% higher conversion rate (CVR)
- 3x more earnings per message (EPM)
- 3x higher return on investment (ROI)
We put it head to head against our first message, and it won out across key metrics—higher engagement, click-through, and earnings per message.
— Isabelle Poon
Slurp Society Promo
- 32.7% CTR from members
- 22.3% CTR from non-members
- 8.3% CVR from non-members
- 4.95x higher EPM than campaign benchmark
That was our best performing campaign of the year so far. It drove 4.95x higher earnings per message than our benchmark. I remember looking at the results and just saying—wow.
— Isabelle Poon
The impact was both emotional and measurable—proving that voice can drive performance without sacrificing authenticity.
The numbers spoke for themselves. That was enough for us to keep going.
— Isabelle Poon
Final Thoughts from immi
For immi, voice has become more than a test—it’s a long-term channel with real strategic value. What began as a cautious experiment is now an important part of their messaging approach, especially in moments that call for warmth, gratitude, or emotional connection.
Para works for immi really well, especially in key moments when we can meaningfully connect with our community. And the willingness to take feedback and evolve the product quickly has been phenomenal. That’s a big part of why it’s worked for us.
— Isabelle Poon
For brands looking to build loyalty and drive performance at the same time, immi’s journey proves that voice is more than a novelty—it’s a channel that delivers.
Want to drive stronger engagement and ROI like immi? Book a demo today.