General Flashcards by Jonny McFadden

What should you consider when choosing time to send an e-mail

Purchase rate - the rate at which people actually buy

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In general, what are the most popular days to buy online via digital marketing

Monday-Wednesday with a spike on Sunday

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When number attempt are 80% of sales made

The 5th and the 12th contact

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What percentage of carts are recovered through abandon cart campaigns?

40%

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When should abandon cart e-mails be sent?

24 and 48 hours after original abandonment

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What are the 6 features to point out regarding the e-mail channel?

Personalization tokens
Loyalty Program
Product recs: based on past purchasing trends with other customers
Product blocks (price drop, back in stock, etc…)
Block targeting: change blocks of the e-mail based on customer details (loyalty member, geo, etc…)
Vouchers

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What are some use cases for block targeting regarding the e-mail channel?

Show certain content only to loyalty members
Different content can be shown based on users browsing behavior
Promote local content based on geo

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On the web channel, can you filter customers using “or” logic?

No, only “and” logic can be used

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Which channel is the fastest growing channel for e-commerce? For this channel, what is the cost to convert as well as the conversion rate?

Mobile
Cost to convert: $75.22
Conversion rate: 2.3%

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True or False - mobile shoppers tend to stick to their apps longer than average for other channels?

True - retention is about 24% for mobile once a customer is converted.

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What is CPC?

Cost per click

Total cost of campaign / # clicks

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What is the ideal customer criteria at Emarsys

Industry: Retail - All online or Brick and Clicks
Minimum $50M in revenue generated from online sales
Minimum marketing maturity
Large product assortment
More than 1x FTE (full-time equivalent) in an operational marketing, crm, or digital marketing function

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What are the key pain points of our ideal customer? - There are 4

No data-driven personalization use-cases live
No consistent messaging across marketing channels
No understanding of the customer lifecycle and preferences
Heavily dependent on IT to execute marketing objectives, customer analysis, segmentation, etc…

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Who decides whether or not an e-mail gets through?

ISPs (internet service providers), postmasters, and anti-spam applications

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True or False: Content and Sender reputation matter when talking about deliverability

True - they both matter, but sender reputation matters more

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What is reputation largely tied to?

IP address; however, some of the larger receivers also tie reputation to sending domain. New IPs and domains have no reputation at all.

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How long does it typically take to build a positive reputation?

2-6 weeks. The cleaner the list, the faster the good reputation, so you should always send to people who are likely to open your e-mails first to build this good reputation.

What is IP Warmup?

The process Emarsys takes new customers through during onboarding to transition them to a new IP and ensure it has a good reputation.

How can you check the sender reputation of a prospect during the sales cycle?

senderscore.org
talosintelligence.com/reputation_center
reputation authority.org/index.php

How long does a typical implementation take?

Core package and just e-mail channel can be set up in 30 days

Advanced and premium packages typically take 90 days depending on the number of channels being used.

What is the difference between CDP, CRM and DMP?

CDP is like Emarsys (we’re technically a CEP). Integrates data from multiple channels (anonymous and not anonymous), to build a single unified customer profile.

CRM is like typical salesforce. Manages personal interactions with customers and used to foster ongoing relationships.

DMP gathers and categorizes data from multiple sources, but unlike CDP it doesn’t track personally identifiable info (like e-mail).

Are anonymous customers usable in the Emarsys platform?

Yes - any repeating customer in any channel is identifiable and usable.

What is the open rate and response rate for sms?

99% open and 45% response rate

What is the retention Revenue Impact Tab?

Analytics>Impact>Retention Revenue Impact

Allows you to see proportion of revenue coming from different lifecycles.

You can filter the report by things like buyer status, product categories, attribution channel, etc…

What does the Impact Module show? (Analytics>Impact)

Three main tabs 1. Retention Revenue Impact 2. Channel Revenue Impact 3. Refunds Impact These can be filtered further by things like buyer status, channel attribution,

What happens if the customer ID is missing from Emarsys/the sales data file?

An order with a customer ID missing from the Emarsys contact database will be loaded to the data warehouse and the related contact will be generated with only a customer ID and flagged as ‘generated’ in Customer Lifecycle. Using the ‘generated’ filter, this contact can be separated from the ones where the connection could be made between the orders file and contact DB.

What happens to generated customer IDs if the missing customer IDs are populated with true customer IDs

The generated will turn into valid contact

What columns are mandatory in the sales data file?

- Order ID - Date - Customer (id of customer who made the purchase. Must be contact data from the emarsys database). - Item (id of product) - c_sales_amount (unit price * quantity) - Quantity

How do you add additional files to sales data file?

Custom fields must start with "c_" prefix (c_brand, c_webshop)

Can sales data files contain empty rows at the end?

No empty rows are allowed at the end of a column.

Is header required in sales file?

Yes, although it will not cause an error. It will just fuck up the columns.

How do refunds affect the revenue impact screen?

Revenue and Refunds are reported on the day it is made. If I buy on the first and return on the tenth, the revenue and refund will be shown on each's respective days.

Can refunds be sent in a separate file?

Yes just be sure to follow the same naming convention.

How do returned orders affect customer lifecycle scoring?

They don't affect lifecycle scoring. The revenue will be counted for a contact even if it is returned later.

Are refunds added to the contacts' purchase statistics?

They're not taken into account when calculating the number of purchases or last purchase date. Refunds also don't count as engagement.

How do refunds affect the AOV shown on the reporting page?

Refunds are taken into account because they are taken into account when calculating total sales.

Do refunds count towards a contacts total lifetime spend?

Yes

How do refunds affect the Monetary score, which is always calculated for a given period?

It depends on when the refund/return happens. If the item is purchased and later returned outside the time range, it will not be counted. If it's within the time range it will be counted.

What happens if the custom registration date field is empty and the customer has order dates that precede their first registration date with the Emarsys platform

Registration date will be the same as the first order date in SI. It won't affect the Emarsys side since we don't write back to Emarsys from SI. This means the custom registration date field will remain empty in the Emarsys application

What challenges are marketers facing in the current industry environment?

Increased customer expectations for personalized experiences Explosion of channels - customers constantly moving from channel to channel Explosion of data - how do we get insight from all the data being collected