NAME: Deeksha Srivastava

Q1. Zivame Buyer Persona (You can download the Uber’s buyer persona from the platform for reference)

Mansi Patel

29
Vadodra, Gujarat
Event Manager • She values comfort, confidence and self assurance. • Confident
Unmarried
• Looking for lingrie that fits and feels the best. • Fashion Savvy
14 LPA
• A lingrie that will help her to stay free and confident • Networking
enough to be presentable • Cheerful
• Enthusiastic

• To find a lingrie based on comfort and fashion • She usually uses her smartphone for
personal surfing.
• She prefers using user friendly apps and
websites

• Finding the right fit which offers the right amount of

support
• Limited amount of variety under Lingrie section on other
brands

Mansi is a modern professional, juggles at work and has got social

• Clovia
commitments. She always seeks to be wearing a lingrie that does
not only fit well but also provides ample amount of comfort. She
• Jockey
likes Zivame’s vast collection, personalized recommendation and • Victoria’s Secret
hassle free returns to Zivame. • La Senzes

She wants a comfortable go-to lingrie at

work.
Q2: Segmentation for Emails
You learnt about email segmentation in the module. Segmenting your customers helps you customise and tailor your
communication according to the needs of the various customer segments.

Based on the information given by Naman in the video, list down the five major segments that you would use to
bucket your customers.

E.g. You can segment your customers according to their average past order amount and then create email content
accordingly.
Your Answer:

• Customers who shop occasionally or during specific occasions.

• First-time buyers or those exploring lingerie options.
• Price-sensitive shoppers who prioritize deals and discounts.
• Customers who have added the product to the cart but haven’t purchased.
• Customers looking for a extra large range of sizes or shapewears.
• Customers seeking for premium, high-end lingerie.
• Customers who haven’t purchased in the last 6 months.
 Q-3.1 - You have created a segment of users who have not made any purchase in the last six months. Write an
email to reactivate these users.

Sender’s Name: noreply@zivame.com Subject Line: We Miss You at Zivame! Enjoy an Exclusive Welcome Back Offer.

Salutation: Hey Beautiful

We’ve noticed you haven’t shopped with us in a while, and we’re wondering if everything is okay. At Zivame, your comfort and satisfaction are
Email Copy: our top priorities, and we’d love to have you back.

Here’s a special offer just for you: Enjoy a 20% discount on your next purchase with us! Use the code WELCOMEBACK20 at checkout. (Valid
for the next 30 days)

Why come back to Zivame?

New Arrivals: Our latest collection features the perfect blend of comfort and style.
Perfect Fit Guarantee: Hassle-free returns until you find the perfect fit.
Exclusive Online Styles: Discover styles that are only available on our website.
We’re also excited to introduce our Zivame Fit Code - a personalized fit algorithm that ensures you find the right size every time you shop with
us.

Your comfort is just a click away. Rekindle your love for lingerie with Zivame today!

Call To Action: Click Here to Redeem Your 20% Discount!

3.2 Imagine in the long run, this user becomes a regular customer of Zivame. By then, it has a
premium subscription package targeted at regular users. Now, they want to send a set of
emailers to this specific set of people, and make it look exclusive. Suggest a sender name for
this.
Your Answer

For an exclusive email campaign targeting regular customers with a premium subscription, the sender name should
convey a sense of exclusivity and personal attention.
Sender names can be Zivame Luxe Lounge
3.3. Suppose your objective is to increase the open rate for your emails. In order to do that you
decide to test your emails for two sets of audiences via A/B testing. Mention 3 elements that
you can A/B test your email copies for in order to increase the open rate of your emails.
Your Answer

Subject Line: Test different subject lines to see which one resonates more with the audience.
For instance, one could be a straightforward announcement (“New Arrivals: Lingerie Collection”), while the other
could be more curiosity-driven (“Unlock Your Perfect Fit with Our Latest Collection”).

Email Content: Try different content layouts or messaging styles.

For example, one version could focus on storytelling that connects with the reader emotionally, while another
could be more direct and feature-driven.

Call-to-Action (CTA): Vary the CTA’s wording, color, or placement to see which garners more clicks.
For instance, test a CTA that says “Shop Now” against one that says “Discover Your Style”.

Images, Visuals and Content: Test emails with different images or varying amounts of visuals to see if they impact
the open rate.
For example, one email could include lifestyle images of people wearing the products, while another could focus
on the products themselves.
Refer to the Zivame data exhibit given below for the campaign performance of Zivame to answer these questions. Data
such as the open rate, clicks, and conversions have been given for different segments across different months for the
campaign period. As always, the most important metric of all these is the number of users that landed on the Zivame
website and made a product purchase.

4.1.List the top three segments with the best subject lines.

Your Answer

1. First-time buyers or those exploring lingerie options:

Subject Line: "New to Zivame? Start Your Journey with a Special Discount!"

2. Price-sensitive shoppers who prioritize deals and discounts:

Subject Line: "Save More Today: Extra Discounts on Your Favorite Styles!"

3. For Customers Seeking a Wide Range of Sizes or Shapewear:

Subject Line: “Find Your Perfect Fit: Explore Our Extended Sizes & Shapewear Collection!”
Refer to the data exhibits given below for the campaign performance of Zivame. Data such as the open rate, clicks, and
conversions have been given for different segments across different months for the campaign period. As always, the
most important metric of all these is the number of users that landed on the Zivame website and made a product
purchase.

4.2.List the top three segments with most engaging content.

Your Answer

The top three segments with most engaging content:

• RFM- More than Rs 1200 in 1 year 1 or more purchases in 1 year active in last 6 months
• AOV < Rs.500
• Rs. 500 < AOV < Rs.1000

They are the segments which have made most amount of purchase from the data provided.
Refer to the data exhibits given below for the campaign performance of Zivame. Data such as the open rate, clicks, and
conversions have been given for different segments across different months for the campaign period. As always, the
most important metric of all these is the number of users that landed on the Zivame website and made a product
purchase.

4.3 Which segment has the lowest conversion rate? What is the conversion rate for this segment?

Your Answer

• RFM- More than Rs 1200 in 1 year 1 or more purchases in 1 year active in last 6 months
• RFM- More than (or equal to) Rs. 2000 in the last one year with more than 1 Order
• RFM- Between Rs.1000 & Rs. 2000 in the last one year with more than 1 Order

They are the segments which have made least amount of purchase from the data provided.
Video Submission
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Anyone.

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the Access.
Written Assignment
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Access
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