Getting Started
Here is a 30-60-90 day plan for brands to get started reaping the benefits from Email 2.0 (and also better versions of their martech and adtech programs, Martech 2.0 and Adtech 2.0).
First month: Start with Email 2.0 and 10% of the email list. The email IDs should be randomly chosen from the entire database. Ideally, the inactives should be excluded because they need a different program. The 10% list should be split 80:20 into the Test list and the Control list. The broadcast campaigns (“Cams”) being sent by brands are sent to both lists. The Control list gets them as is. The Test list has them enriched with Atomic Rewards and an interactive AMP footer to capture zero-party data. Cams will account for about 10 emails in a month. Ems should constitute the other 20 emails, to ensure that there is a daily email going out from the brand to the customer. Each of these emails should go out at the same time daily. Ems can have a mix of games, stories and informative content. The aim is to engage and make email interaction a habit. The Hooked Score should be measured for both the Test and Control lists. Over the month, the Hooked Score should show a marked improvement for the Test list.
Second month: The next phase can work on three tracks to bring in Martech 2.0 into the mix. The Email 2.0 program can be expanded from 10% of the list to about 35-40%, with Hooked Score being tracked closely. Cams and Ems can be augmented by Rems (Response Emails) – triggered emails based on the actions done by the customer on the app or website. These should be as short and informative as possible. The second track is about enhancing the experience for the Best customers. For this, CLV must be used to identify the Best. Velvet Rope Marketing (VRM) must be used to treat these customers like royalty. Martech 2.0 with its unified customer view and AI-based predictions is what is needed. Brands will need to work across departments to substantially enhance the experience of their Best Customers. The third track is for the Test customers – they need reactivation. Email 2.0 can help with the Reactivation program.
Third month: The third phase also works on three tracks and brings in Adtech 2.0 into the mix. The first track is an expansion of Atomic Rewards to the entire email database and other push messaging channels to ensure an omnichannel hotline. The second track is about creating a referral program only for Best customers. Referrals are (near) zero cost new customer acquisition, and focusing on the Best can get more high value customers. The third track is about using the Best Customer Genome (BCG) to optimise new acquisition. This can substantially decrease adwaste.
Here is a summary of the 90-day plan to do a complete makeover of the existing marketing program.
| Track | Month 1 | Month 2 | Month 3 |
| Email 2.0 | 10% of Email list
Email 2.0 Daily (Cams, Rems and Ems) Measure Hooked Score |
Expand Email 2.0 to 35-40% of list
Reactivation of Test Customers (via Progency) |
Expand Email 2.0 to the entire list
Expand Atomic Rewards to other push channels |
| Martech 2.0 | Calculate CLV for all customers to segment into Best, Rest and Test
Decode BCG |
Separate SBU for Best; deploy VRM
Focus on Next Best Action for Rest 🡪 Best |
Expand Atomic Rewards to website and app, and physical interaction points (as applicable) |
| Adtech 2.0 | Calculate Adwaste by identifying reacquisition and wrong acquisition spends | Use Adtech-Martech Bridge with Zero-Party Data and BCG to identify attributes and affiliations | Referrals Program for Best
Use BCG to optimise new acquisition |
Metrics like NPS, Hooked Score, Earned Growth Rate, Reacquisition Ratio and Net Predicted Revenue can help measure progress and improvement at every stage.
