Q1.

Zivame Buyer Persona

Anushka
26
Metro City
IT professional
Unmarried
Extrovert
10 L per annum Fashionista
Spends wisely
Likes trying new things

1. Variety & decent pricing

2. Convenience
3. Privacy Premium android user
4. Good fitting
Online shopper
Social media user
Uses digital payment apps
1. Lack of time to go to store Mobile first user
2. Privacy matters
I would like a more 3. Finding the right size
personalized, private &
convenient lingerie shopping
experience with a good
amount of options at my bay. Anushka is an IT professional working with a
reputable organization. She is unmarried and
sometimes feel awkward to buy lingerie from retail
stores. She also likes to buy things after checking
out various options that may be available. She has a
decent purchasing power.
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:

The five major segments are as follows:

• Users who visited the site & spent a minimum time limit
• Users who added products to the cart and abandoned
• Users based on the product category they are frequently exploring
• Segmenting users based on their size and styles
• Users who checked out offers and discounts page on website
 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: Zivame Offers Subject Line: We Miss You! Avail upto 50% off on your next purchase!

Salutation: Hello Anushka

It’s been a while that you have shopped on Zivame, we recommend you to check out the
Email Copy:
latest collections of our innerwear available in the size you opted previously.
Don’t miss out on the special discount that we have specifically curated for you on your next
purchase.
All you have to do is click on the Link below & get your lingerie delivered to your home!

Call To Action: AVAILUPTOFIFTY

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

Sender’s Name:
Kamal Matharoo – Your Zivame stylist
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

The 2 audience sets would be:

Audience set-1 : Users who added products in the cart but didn’t
Audience set-2 : Users who checked out the discount or offer page

The elements for A/B testing in the emails:

• Different subject lines
• Personalized discount offers
• Different Salutations
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

The top three segments with the best subject lines:

• RFM- More than (or equal to) Rs. 2000 in the last one year with more than 1 Order
• Rs. 500 < AOV < Rs.1000
• RFM- More than Rs 1200 in 1 year 1 or more purchases in 1 year active in last 6 months
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:

• Rs. 500 < AOV < Rs.1000

• AOV > Rs.1000
• AOV < Rs.500
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 segment that has the lowest conversion rate is “AOV < Rs.500”.
The conversion rate is 13%