How Leaky is My Bucket?
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This was from a session I took as a part of Growth Talkies podcast organized by NextBIgWhat and Webengage. This focussed on conversations around optimising deliverability across channels and devices.
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How Leaky is My Bucket?
- 1. How Leaky is my Bucket? MANAGING MOBILE NOTIFICATIONS AND EMAIL SEGMENTS IN A DELIVERY FOCUSED WORLD BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP
- 2. Leakage Zone 01 Delivery Pipeline Stakeholders Leakage Zone 02 User Choice: Opt Out or Unsubscribe New Users Non Responders Logic 01 Identifying Non Responders Reactivation Leg List Pruning Logic Leg 01 List Pruning Logic Responder Unreachable Logic 02 Identifying Low Responders High Responders Low Responders List Pruning Logic Leg 02 Reactivation Leg 02 Leaky Bucket Framework Master User Bucket All User Tokens
- 3. THIS IS WHERE THE USER ENTERS PAID CHANNELS ORGANIC & SOCIAL EXTERNAL / 3RD PARTY Adwords, Social Ads , Digital Ads by Networks/ DSPs , Retargeting funnels, Youtube Ads, Affiliate Networks SEO , ASO, , Social , YT, Telegram Channels Affiliate Networks, Collaborations, Influencer Networks The Tap BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP
- 4. The New Entrants User tokens that just arrived Leakage Zone 01 Delivery Pipeline Stakeholders Micro Segmentation Logic Legs Leakage Zone 02 User Choice: Opt Out or Unsubscribe New Users
- 5. Leakage Zone 1 Push Notifications: •OEM/Device Level Logic •OS Versions •Network Latency: 2G/3G vs 4G/Wifi •Email Providers Logic •ISP Logic Micro-Segmentation Logic Framework •Give a fair chance to all tokens to participate •Segment out the non responders and low- responders at the right time •Make Suppression Lists for future (invalids, hard bounces etc) BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP
- 6. Deep Diving in Leakage Zone 1: Scenarios with Push Notifications and Email Push Notifications Pipeline •OEM Logic ( Worst Ones: Xiomi, Samsung) •Battery saving built into OEM and OSs both •Non relevant: Low RF scores get a user token kicked out •Network Latency: 2G/3G V/S 4G/Wifi Email Service Providers •Unstable Bursty/Volumes •Low on Relevance? •‘Feels Spammy’ •Image Heavy? •Poor mobile UX •Feels phishy •Blacklisted IP •Poor Sender Score of IP •No SPF Mappings) •Non Responders BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP
- 7. The Non Responders: Unshakables?
- 8. Thought Stream •Non Responders: Could be blocked by Device? •Re-Opt In Campaigns Cyclically?(Every 3 months?) •Target Non Responders when something big is happening in the category? •When to mark as unreachable? Non Responders Reactivation Leg List Pruning Logic Leg 01 List Pruning Logic Responder Unreachable High Responders Low Responders List Pruning Logic Leg 02 Reactivation Leg 02 BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP
- 9. The Low Responders: Potential Loyalists
- 10. Thought Stream •Evaluating Multiple competitors? •Seeking specific information but not getting it? •Target Low Responders when something big is happening in the category? Non Responders Reactivation Leg List Pruning Logic Leg 01 List Pruning Logic Responder Unreachable High Responders Low Responders List Pruning Logic Leg 02 Reactivation Leg 02 BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP
- 11. The High Responders: Our Champions
- 12. Thought Stream •What are the interested in? •When do they consume content? •What format of content do they like? •Why are they not responding any more? :( Non Responders Reactivation Leg List Pruning Logic Leg 01 List Pruning Logic Responder Unreachable High Responders Low Responders List Pruning Logic Leg 02 Reactivation Leg 02 BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP
- 13. Directional Thought on the Framework Q: How soon should I mark users as non responders / low responders? Q: How soon should I run reactivation legs for non responders? Q: How soon should I prune low responders to non responders? Q: How soon should mark users has high responders ? Q: How soon should I run reactivation legs for low responders to high spenders? Q: How soon should I prune high responders to low responders?
- 14. Directional Thought on the Framework NonResponders Low Responders HighResponders Communication Frequency Very Low Low High Reactivation Cycle External Events, Low Frequecy External Events, Mid Frequecy Pruning Cycle Cyclical : User Level Cyclical : User Level Cyclical : User Level BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP
- 15. Directional Thought on the Framework NonResponders Low Responders HighResponders Communication Frequency Once Biweekly Weekly Daily Activation Cycles External Events, Low Frequecy External Events, Mid Frequecy Pruning Cycles User Level : 60 Day User Level : 15 Day User Level : 7 Days BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP
- 16. Thank You for Listening. BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP