Question

A retail company does business in both the United States and Canada. They also have a loyalty program in which a customer can enroll. The company will provide a pre-segmented customer file, per campaign, which has a "Version" data field indicating the type of email the customer is to receive.

Which two questions should be asked to determine a data/segmentation strategy?

Choose 2 answers:

A. Is the purpose of these emails for acquisition or retention or transactional?
B. Will a lookup table be needed for a dynamic "From Name"?
C. Will customer be able to sign up for the loyalty program at the store?
D. Will "Version" values/meanings change, precluding reusable AMPScript?

Answer 1

To determine a data/segmentation strategy, it is crucial to know the email campaign's purpose (acquisition, retention, or transactional) and whether the 'Version' data field values are stable, which affects email template customization and efficiency.

Step-by-step explanation:

When determining a data/segmentation strategy for a retail company's email campaign, two important questions should be considered. First, understand the objective of the emails: A. Is the purpose of these emails for acquisition or retention or transactional? The campaign's goal will influence the type of content and how customer engagement is measured. Second, assess whether the data field 'Version' is consistent or subject to frequent changes: D. Will "Version" values/meanings change, precluding reusable AMPScript? If the values change, this will affect the templates and personalization scripts that can be used.

Question B, regarding a lookup table for a dynamic "From Name", and Question C, about the ability to sign up for a loyalty program in-store, may also be relevant but are less directly tied to the data/segmentation strategy and more to customer experience and channel strategies.