This guide covers how to maximize Memorial Day Sale revenue by managing your audiences with Orita.

Strategy 1: Resend top performing creative to your most engaged

Resending sale campaigns to your engaged segments offers an extremely low lift and consistent means of capturing more revenue during a sale period. This is a big lever that many brands miss.

Believe it or not, resending to your most engaged is likely to have a bigger impact on revenue than sending deeper into your less engaged segments. That's because these profiles:

• Are the most likely to engage and purchase out of any others in the entire list, updated daily

• Are the least likely to unsubscribe or mark as spam (and so have the highest tolerance for receiving additional emails)

Resending a campaign to just non-openers, as is common in retention marketing, misses the mark because 1) tracking who truly opened an email is difficult, as more providers artificially 'open' email for security or summary purposes, and 2) it selects the least engaged part of your campaign audience, which correlates to lower chances of converting these profiles and lower engagement with the resend as a whole.

Strategy 2: Manage Audience Expansion with Orita Engagement Segments Drafting Strategy

During a big sale period, most brands want to send to a broader audience. This means reaching deeper into lower-engaged portions of your list (where declining click rates and negative engagement signals can start to creep in).

The key to maximizing revenue is to balance staying out of spam with your most engaged customers, against casting a wider net to reach the less engaged portion of your list.

Our recommended approach uses your highest-engaged segments to create a drafting effect, that brings along your less engaged segments. Successful execution requires keeping a close eye on your click rate throughout.

You'll use Orita segments to track click rate declines over the course of a sale, and titrate your audiences to maximize your revenue during the sale and afterwards.

Here's how you do it:

Set your click rate floor

Set a floor below which you don't want your click rate average to go. This will vary from brand to brand. For a sale like Memorial Day, we recommend your 30 day average, minus 15-20%.

Start with your most engaged segments

During your Memorial Day Sale, you should include Orita: Highly Engaged and Orita: Grow on every send. These segments represent the portion of your list with the most significant amount of revenue and engagement potential.

• Orita: Highly Engaged

• Orita: Grow

Add in less engaged segments, paying close attention to click rate

Every step-down in engagement level will have a lower click rate. For that reason, we recommend employing a 'drafting' strategy for campaigns sent to lower engaged audiences (like Moderately, Slightly or Rarely Engaged).

Simply send your first campaign to your most engaged audience, then create a second clone of that campaign to send to your less engaged audience 1-2 hours later.

By 'warming' up email service providers with positive inbox signals, coming from your most engaged audience, it decreases the likelihood of an email going to spam when sent to your less engaged audiences shortly afterward.

This could look like:

• Campaign 1 - Sale Launch @8:00am

  • Send to: Highly Engaged, Grow, Moderately Engaged

  • Exclude: Not Engaged

• Campaign 2 - Sale Launch (resend) @9:30am

  • Send to: Slightly Engaged, Rarely Engaged

  • Exclude: Not Engaged

Remember - set it and forget it is not a good idea during big sale periods like this. Pay close attention to click rates, and stop sending to lower engagement tiers when your click rate hits your floor. Every additional send over the course of your sale will have decreasing click rates. If the click rate is below your floor, stop.

While we generally don't suggest it, IF you're planning to send to Orita: Not Engaged, we recommend using the engagement score (more below) to taper into that audience. This is often the largest and most damaging group to send to.

Advanced Segmentation Strategies to Consider

Add in Orita: Rescued L30

If you have automatic reactivations enabled, Orita will constantly be reactivating profiles that are showing new signs of engagement. These profiles fall under varying Engagement Levels once reactivated, so to make sure you're including all newly reactivated profiles in Memorial Day sale campaigns, use a version of the segment below.

Orita: Grow (Broader)

Broaden your existing Orita Grow segment by increasing the number of days that a person has Orita Grow Profile Update at least once. By default this number is 6 days.

For Memorial Day, consider widening this window to 14, 30, 45, even 60 or 90 days to capture more total profiles that at one point were showing a higher purchase propensity if they received an email.

Profile Scoring for more Granular Segments

For an even more granular approach to Orita segmentation during Memorial Day, all Engagement Levels can be broken down into smaller Engagement Scores. You can find the engagement scores as a number range (1-100) within the Engagement Level Breakdown in the Orita dashboard.

Use Engagement Scores to target less engaged audiences without sending to a full Slightly or Rarely or Not Engaged audiences. For example, you can expect stronger engagement from the top 50% of Slightly Engaged than you can the bottom half.

Combine ranges of scores within the segment builder by adding properties about someone > orita_engagement_score

Other Ways to Narrow Scope of Unengaged Audience

When sending to profiles with an engagement level of Slightly, Rarely, or even Not Engaged, you can use other qualifiers like purchase history, audience personas, product interest, predictive gender, etc. to determine which subsets are most likely to respond to Memorial Day Sale content and promotions.

• Has someone purchased in previous Memorial Day Sales?

• Has a profile shown interest in a certain collection or SKU that will be heavily discounted?

• Are they a long-time customer, or a lapsed customer?

Combining other conditions with Orita's engagement level can help you craft more targeted segments.

Post Memorial Day Sending

Post Memorial Day Sale, most brands will resume evergreen content with segmentation that emphasizes strong engagement, to help dig out of the deliverability debt taken on during high volume sending. Using Orita Segments like Orita: Highly Engaged and Orita: Grow will help keep click rates strong post Memorial Day.

If the click rate impact is particularly bad, you can also use Engagement Scoring to target an even more engaged subset of your audience.

Take the example below, where this brand's Highly Engaged audience ranges from Scores 85-100. Sending to Engagement Scores 95+ is effectively targeting the top 5% of engaged profiles.

Upsells + Cross Sells for 1st Time Purchasers

Using Orita Engagement Levels paired with other conditions (like someone has purchased for the first time during the Memorial Day Sale) can help you capitalize on a second purchase with relevant upsells, cross sells, or additional promos. Of all 1st time buyers from Memorial Day, you can target those in which email is most likely to drive an additional conversion by sending to those who are Highly or Moderately engaged.

Got questions? We're here to help!

Get in touch cs@orita.ai