With Engagement Analyzer, marketers are able to gain a comprehensive picture of what their most (and least) engaged subscriber segments look like and incorporate lifecycle email strategies to move subscribers from one engagement bucket to the next.

1. ENGAGEMENT
ANALYZER:
Lifecycle Campaigns
Based on Email &
Purchase History
Kristin Pirazzini
Sr. Digital Strategist

2. Yesmail Confidential 2
Agenda
Engagement Analyzer
• What is it?
• How does it work?
• What’s in it for you?
Platform Introduction
• Overview
• Scoring Total
• Scoring Shifts
Use Case Examples
Platform Examples Walkthrough

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?
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Common marketer requests:

4. The Answer: Engagement Analyzer
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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

5. Yesmail Confidential 5
Engagement Analyzer
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

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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

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
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CLICK RECENCY
•30 days
•31-60 days
•61-90 days
•91-180 days
•181-365 days
•365+ days
•Never
PURCHASE
RECENCY
•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

8. 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

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Use Case Walkthrough

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Use Case Examples
• 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!”
Recent
Purchasers

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Use Case Examples
• 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.”
Past
Openers
Past
Clickers

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Use Case Examples
• 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)”
Became
Inactive

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Platform Examples Walkthrough
(move to Yesmail Marketing Platform)

14. Thank you!