The success of any marketing strategy starts with determining who is currently most engaged. Typically, you need to start with a top-down approach where you identify your buyers and non-buyers. From there, you can begin to create an automated win-back strategy. After some initial testing, you can then tailor your strategy even further based on the time of the most recent engagement and engagement type

Once we have determined the list size for each cohort, we can then begin to craft a highly personalized copy to speak to the user’s location in the buyer’s journey increase the chances of re-engagement and conversion.

The last step is to optimize the cadence of the event-based mailings. After an initial cadence has been implemented, the triggers should be adjusted based on various efficiency metrics such as eCPM. Using efficiency ratios allows us to adjust our strategy to be more aggressive or conservative.