Product value score | 3 |
Is there a hard deadline associated with this project? (If yes, select the date) (Optional) | Nov 14, 2024 |
Business Priority (Optional) | Retention |
Values | Accessibility, Public Service |
State your hypothesis, tying your project back to the impact it might have.
If we build a reactivation series throughout our email newsletter products at OPB, THEN we will increase engagement and retain more email subscriptions on our list BECAUSE we will remove people who are not engaged and re-engage those who are still interested but may have been inactive. This will result in a more active and relevant audience, ultimately improving retention and engagement metrics. |
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Which metrics would you use to track the success of this project? We will use this as the foundation of our experiment design. (Optional)
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What problem are we trying to solve for our communities with this experiment? How might it help us better serve them?
Many subscribers to OPB's email newsletters may no longer be engaged with our content, leading to a lower overall engagement rate, cluttered inboxes, and eventual unsubscribes. We need to find a way to re-engage lapsed or less active subscribers, to ensure that we're delivering relevant content to those who are still interested and remove those who no longer find value. This will help us retain a more engaged audience and improve our overall newsletter effectiveness. |
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Lay out the potential project steps to the best of your ability, including key teams that would need to be consulted. This is your best knowledge of the systems, tools and lift that would be required.
Audience segmentation:
Email content development:
Test and optimize reactivation campaigns:
Exit interviews / surveys:
Evaluate and act on results:
Remove Unengaged Subscribers (if needed):
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Effort (scale of 1-lowest to 4-highest) | 2 |
Urgency (scale of 1-lowest to 4-highest) | 2 |
Business Impact (scale of 1-lowest to 4-highest) | 3 |
Cost (scale of 1-lowest to 4-highest) | 2 |