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Data Interview Question

Mass Email Campaign Decision

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Requirements Clarification & Assessment

  • Objective:

    • Increase revenue by closing the 10% gap in the company's quarterly revenue target.
  • Target Audience:

    • Existing customers of the B2B SAAS company.
  • Proposed Strategy:

    • Send a massive email campaign to all customers urging them to purchase additional products.
  • Clarifying Questions:

    • What is the content of the proposed email?
    • Is this the first time such a campaign is being executed?
    • What is the historical performance of similar campaigns?
    • Have we segmented our customer base to understand which segments are more likely to respond positively?
    • What are the metrics for success (e.g., open rates, click-through rates, conversion rates)?
    • What is the current unsubscribe or churn rate among customers?
  • Assessment:

    • Customer Segmentation:
      • Evaluate the existing customer base for segmentation based on industry, purchase behavior, and product usage.
    • Historical Campaign Data:
      • Analyze past email campaigns to understand effectiveness and customer response.
    • Churn Analysis:
      • Identify customers with a high churn probability to avoid targeting them with mass emails.
    • Email Fatigue:
      • Assess the current frequency of emails and notifications sent to customers to avoid oversaturation.