Zivame Project

NAME: Ranjan Sahu

Batch: DM71
 Q1. Zivame Buyer Persona (You can download the Uber’s buyer persona from the platform for reference)

Shibanee

24
Bhubaneswar
Teacher • Values comfort and proper fit
• Confident, modern and
• Convenience of buying online
Unmarried • likes to experiment with different styles and designs of lingerie independent.
Rs. 700,000/- • looks for a wide variety of options that cater to her preferences
• values her privacy and prefers discreet packaging and delivery options • values self-expression and enjoys
when purchasing intimate apparel online. experimenting with different styles

To find the perfect fit, Enhance Confidence, Discover • comfortable using online
New Styles, Save Time and Effort platforms and mobile apps for
shopping
• various devices such as
Inaccurate sizes, Limited style options in the offline smartphones, tablets, and laptops
market, Delivery Delays, Inconvenient returns & to access Zivame's website or
exchange process, prefers a smooth and hassle- mobile app.
free returns process

Shibanee is a Teacher in a college, seeks comfort and

"Confidence in comfort, style in
simplicity, that’s Shibanee.“
style in her lingerie choices. she values convenience
Apple, Zara, H&M, American
and variety when shopping online. she aims to find the Tourister, Ray Ban
perfect fit to enhance her confidence and empower her
busy lifestyle.
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:

5 major segments that I would use to bucket our customers are:

1. Cart abandoners
2. Inactive customers
3. Deals page visitors
4. Regular customers
5. Demographic segmentation
6. Geographic segmentation
7. Customers who have explored our newly launched product
 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.

Subject
Sender’s Name: Zivame Team Shibanee, Reconnect with Zivame and Rediscover
Line: Your Perfect Fit!

Salutation: Dear Shibanee,

We've missed you at Zivame! As a valued member of our intimate community, we noticed you haven't indulged in the comfort
and style of Zivame in a while. Don't worry, we're here to reignite that spark and help you find your perfect fit once again!

To welcome you back, we're offering an exclusive 20% discount on your next purchase. Whether you're looking for everyday
essentials, elegant lingerie sets, or trendy activewear, we've got something special waiting just for you.

Simply click on the button below or use this link to explore our latest collections and rediscover the joy of shopping with Zivame:
Email Copy:
[Shop Now with 20% Off]

Hurry, this offer is only valid for a limited time! Don't miss out on the chance to treat yourself to the comfort and confidence you
deserve.

We can't wait to see you back at Zivame!

Warm regards,
Zivame Team

Call To Action: Ready to find your perfect fit? Click here to start shopping now!
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 premium subscription package targeted at regular users, a personalized sender name
could be:

"Zivame VIP Club“

This sender name implies exclusivity and suggests that the emails are coming directly from a special
club or program within the Zivame brand. It creates a sense of privilege for recipients who are part of
this VIP club, making them feel valued and appreciated.
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

To increase the open rates, the 3 elements with which I can perform A/B test are:

1. Sender’s Name

2. Subject Line

3. Time of sending mails

These are the elements which I can A/B test to increase the open rates of my email campaign.
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

Email Segments:
1. Rs. 500 < AOV < Rs. 1000
2. AOV < RS. 500
3. Regular bra/brief/nightwear/leisurewear sizes

These are the top 3 segments with the best subject lines as the open rates of these 3
segments are higher than other segments.
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

Email Segments:
1. Rs. 500 < AOV < Rs.1000
2. AOV > Rs.1000
3. AOV < Rs.500
These are the top 3 segments with the most engaging content as the click through rates of these 3 segments
are higher than other segments.
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

The email segment “AOV < Rs.500” has the lowest conversion rate of only 13.36%.
Video Submission
Paste the link to your video presentation below. Remember to give Access to
Anyone.

Link to Assignment: https://drive.google.com/file/d/1cczmy4YMdJ3xjI-

MeBg7rVnZ9xbnTju1/view?usp=sharing

Note: Refer back to the platform for guidlelines on

the Access.
Written Assignment
Paste the link to your written assignment below. Remember to give Access to
‘Anyone with the Link can View’.

Link to Assignment:
https://docs.google.com/document/d/11H__fHkWNduWFtL_JF080O25om9bhw
dTrjRRx1-ntxY/edit?usp=sharing

Note: Refer back to the platform for guidlelines on the

Access
 Answers to the Communication Test

Qstn Ans Qstn Ans Qstn Ans Qstn Ans

Q1. B Q10. C Q19. A Q28. C

Q2. B Q11. B Q20. B
Q3. B Q12. B Q21. C
Q4 A Q13. B Q22. A
Q5. A Q14. B Q23. C
Q6. B Q15. D Q24. C
Q7. A Q16. C Q25. C
Q8. A Q17. C Q26. C
Q9. A Q18. A Q27. C