engagement analyzer: lifecycle campaigns based on email & purchase history
Post on 02-Jul-2015
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ENGAGEMENT
ANALYZER:
Lifecycle Campaigns
Based on Email &
Purchase History
Kristin Pirazzini
Sr. Digital Strategist
Yesmail Confidential 2
Engagement Analyzer
• What is it?
• How does it work?
• What’s in it for you?
Agenda
Platform Introduction
• Overview
• Scoring Total
• Scoring Shifts
Use Case Examples
Platform Examples Walkthrough
Yesmail Confidential 3
• How can I accurately target segments of my audience based on where they are in their individual lifecycles?
• What is the benefit of speaking to audiences this way?
Common marketer requests:
Yesmail Confidential 4
What is it?
• Tool within Yesmail Marketing Platform
• Automatically segments subscribers by
interaction with your email campaigns
• Target customers by level of engagement
• Maintain relevant lifecycle communications that
resonate with your audience
The Answer: Engagement Analyzer
Yesmail Confidential 5
How does it work?
• Event Processing Engine runs monthly
• Summarizes event activity from previous month & stores
results for each user in database
• Results used to score users within divisional scoring ‘buckets’
– Buckets defined with Account Team
– Configurable to client need/specification
• Data used in multiple ways
– Reporting within the application
– Actionable Targeting/reporting attributes using the Yesmail Marketing
Platform
Engagement Analyzer
Yesmail Confidential 6
Engagement Analyzer
What’s in it for you?
• More accurate lifecycle marketing
• Improved deliverability by understanding
consumer behavior and targeted segments
• Better customer engagement
• More profitable campaigns
Recent
Purchasers
Past
Openers
Past
Clickers
Became
Inactive
Yesmail Confidential 7
RFM/RFC monitoring for B2C & B2B
READ RECENCY
•1-30 days
•31-60 days
•61-90 days
•91-180 days
•181-365 days
•365+ days
•Never
CLICK RECENCY
•30 days
•31-60 days
•61-90 days
•91-180 days
•181-365 days
•365+ days
•Never
PURCHASERECENCY
•1-30 days
•31-60 days
•61-90 days
•91-180 days
•181-365 days
•365+ days
•Never
CLICK FREQUENCY
• <5% • 6-10%
• 11-20% • 21-30%
• 31-40% • 41-50%
• 61-70% • 71-80%
• 81-90% • 91-100%
• Never
TENURE
•1-30 days
•31-60 days
•61-90 days
•91-180 days
•181-365 days
•365+ days
• Enables you to classify your consumer base into
high value categories
• Refine your targeting schemes based on existing
& previous user score
Yesmail Confidential 8
Platform Introduction
• Overview
• Offerings
• How it works
• Scoring Totals
• Quickly score your customers based on tenure &
activity in response to campaigns
• Scoring Shifts
• Horizontally: where users in current score bucket came
from
• Vertically: where users in previous bucket came from
• What you can alter: division, current month
• Export
Yesmail Confidential 9
Use Case Walkthrough
Yesmail Confidential 10
• Recent Purchasers
– Target subscribers who bought recently to thank them for their business
• Set up a monthly recurring trigger campaign with additional savings or an opportunity to share or get active
• Examples: “Thanks for being a loyal customer! Save 15% on your next order.” OR “Love your new (store) purchase? Show off on social media!”
Use Case Examples
Recent
Purchasers
Yesmail Confidential 11
• Past Openers/Past Clickers– Target subscribers who haven’t opened
in a while• Coordinate with an A/B subject line test to
get subscribers to open again
• Example: “Beautiful Savings Inside! Open for your surprise …”
– Target subscribers who have not clicked through
• Set up an A/B content test enticing audience to click
• Example: “How Much Will You Save? 15% 20% 25% etc.”
Use Case Examples
Past
Openers
Past
Clickers
Yesmail Confidential 12
• Became Inactive
– Target subscribers who have
recently become inactive
• Set up a multi-step reactivation
series
• Example: “We miss you! Come
see what’s new at (company)”
Use Case Examples
Became
Inactive
Yesmail Confidential 13
Platform Examples Walkthrough(move to Yesmail Marketing Platform)
Thank you!
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