ENGAGEMENT

ANALYZER:

Lifecycle Campaigns

Based on Email &

Purchase History

Kristin Pirazzini

Sr. Digital Strategist

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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

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• 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:

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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

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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

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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

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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

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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

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Use Case Walkthrough

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• 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

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• 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

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• 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

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Platform Examples Walkthrough(move to Yesmail Marketing Platform)

Thank you!