Digital Marketing Assignment

Individual Project

Zivame

Submitted to: Submitted by:

Dr. Anurag Tiruwa Siddharth Lohani
(21PGDM051)

1
Table of contents
About Zivame ··········································································································· 3
Question 1: Zivame Buyer Persona Creation ····························································3
Question 2: Segmentation for Emails ······································································· 5
Question 3: Creating an email copy for an email segment ········································6
Question 4: Measure the email segmentations effectiveness ·································· 10

2
About Zivame
Zivame is a women's e-retail lingerie business located in India that was started in 2011. The
business does not have an age demographic, and the firm welcomes clients of all ages to
purchase at Zivame. Zivame also distributes shapewear, sleepwear, and activity wear through
its online and offline stores, in addition to innerwear.

Vision:

To Offer Every Woman the Confidence, Comfort & Choice She Deserves

Question 1: Zivame Buyer Persona Creation

Answer:

Name: Aisha Singh

Age: 25
Occupation: Financial analyst
Location: Lajpat nagar, New Delhi
Marital status: Engaged
Income: Rs 6,00,000/-
About: Aisha is a successful financial analyst working in a MNC that is headquartered in USA.
She was able to start her own business and is now providing financial services through a group

3
of freelancers working under her. She is a shopping enthusiast with a great taste in color
combinations.
Quote: A modern women with good sense of style and comfort.
Goals: To become a successful entrepreneur
Content consumed: Fashion influencers on Instagram, Blogs, Lifestyle channels and Facebook
groups
Problematic situations: Travelling to offline stores to shop, Variance in quality, Unstatisfactory
returns and exchange
Personality: Fashion icon, ambivert, Online shopper
Platforms used: Facebook, Instagram, Netflix and youtube
Technology: Apple products and windows
Brands preferred: Clovia, Savage X Fenty, and ThirdLove

Name: Asmita Verma

Age: 30
Occupation: Marketing Manager
Location: Gurugram, Harayana
Marital status: Single
Income: Rs 10,00,000/-
About: Asmita is a well known marketing manager in her industry having more than 6 years of
experience. She also like to go to sports club and perform adventure activities.
Quote: Comfort is all that is required with some style
Goals: To become a successful entrepreneur
Content consumed: Fashion influencers on Instagram, Blogs, youtube how to videos, Lifestyle
channels and Facebook groups

4
Problematic situations: Time wastage in going to store for shopping, quality of the product and
originality.
Personality: Extrovert, Party goer, Adventure lover
Platforms used: Facebook, Instagram, Netflix and youtube
Technology: Samsung products and windows
Brands preferred: Victoria secret, ck, and ThirdLove

The buyer persona defined

Demography: Age selected is 18-30 years
Gender: Females
Location: All metro and tier 1 cities
Relationship status: Single or Married
Prefer to shop online for lingerie and other clothes online using mobile application or web
application. Has access to mobile or PC with internet.
Platforms used: Facebook, Instagram, Snapchat and Youtube.
Focused towards quality and want easy returns and exchange.

Question 2: Segmentation for Emails

Answer:

Segmentation is the division of email subscribers into smaller groups based on predetermined
criteria. Segmentation is commonly used as a personalization technique to provide more
relevant email marketing to subscribers based on their geographic location, interests, purchase
history, and other criteria.

Segmentation used for this email campaign:

1. Based on the subscriber position or actions taken in the sales funnel:

5
A personalized mail will be sent to those subscribers who added item to cart but did not proceed
further. Similarly subscriber who added items to their wish-list and did not make a purchase
from quite long.

2. Based on the interaction with the brand:

In this an email will be sent to the subscribers who are spending time on regular basis scrolling
through web or mobile application. Also the subscribers who are frequent buyers.

3. Based on what content subscribers are inclined towards:

There past activity can show the category of products they are interested in. Mailers will be sent
accordingly.

4. Based on geographic location of the subscriber.

5. Based on the age of the subscriber.

Question 3: Creating an email copy for an email

segment
3.1 - You have created a segment of users who have not made any purchase in the last six
months. Write an email to reactivate these users
Answer:
Senders name: Akshita from Zivame (name of the sender to make it look more personalized)
Subject line: Special Offer Just for You!! Upto 50% off on All Products
Body: We are missing you. We haven't heard from you in a long time. We just wanted to say
hello. It's difficult right now, but YOU inspire us every day. The photographs, words, and
stories YOU submit inspire us. We adore your upbeat attitude and excellent stay-at-home style.
We know you enjoy entertaining, so let's bring the party to you this weekend. As a loyal client,
we now offer you a FLAT 50% discount on sitewide for this weekend.
Call to action: Avail 50% OFF NOW

6
7
3.2 Imagine in the long run, this user becomes a regular customer of Zivame. Zivame by
then has a premium subscription package targeted at regular users. Now, they want to
send a set of emailers to this specific set of people, and make it look exclusive. Suggest a
sender name for this?
Answer:

Senders name: Zivame Premium Offers

(As the user is already a part of zivame premium sending a mail with a keyword premium
makes it more identifiable)
Subject line: Special Offers Curated Just for You.

8
3.3 Suppose your objective is to increase the open rate for your emails. In order to do that
you decide to test your emails for two sets of audiences via A/B testing. Mention 3
elements that you can A/B test your email copies for in order to increase the open rate of
your emails.
Answer:
A/B testing is done to measure the effectiveness of a campaign. It can be on the content or the
demographic chosen to optimize the resources and predict the outcome.
The three elements for A/B test are:
1. Audience: Audience 1 can be regular shoppers who shop atlest once to twice a month.
Audience 2 can be shoppers who haven't shopped for more than 6 months from zivame
2. The email subject line: Can experiment with different subject lines and see if it positively
impacts the open rates of the email.
3. Newsletter creative/Mail body: The content can be optimized based on the open rates to
make it more relevant. Can test with different content making one very formal with professional
English and the other in informal tone with precise call to action.
4. Can also work on the Call to action button in the mail.
5. Trying different subject lines.
6. Trying offers and discounts.
Success can be traced through the open rate of the mail campaign and the conversions it
brought. This can be done easily using bulk emails sending softwares such as mailchimp,
YAMM, sendinblue and others.

9
Question 4: Measure the email segmentations
effectiveness

4.1. List the top three segments with the best subject lines?

Answer: Assuming the top 3 segments are

1. Based on the subscriber position or actions taken in the sales funnel
Subject line: Hurry!! Stocks are limited, Get Additional 10% Discount. (assuming open rate
18%)

2. Based on what content subscribers are inclined towards

Subject line: Special discount on Our New Launch. (assuming open rate 15%)

3. Based on geographic location of the subscriber

Subject line: A Comfy Fit is All you Need This Summer. (assuming open rate 14%)

4.2. List the top three segments with most engaging content?
Answer:
Users who haven't shopped on the platform for more than 6 months
Users who are interested in a special category
Users who are interested in special offers and discount.

4.3 Which segment has the lowest conversion rate? What is the conversion rate for this
segment?
Answer: Based on the age of the subscriber.

10
It accounted for a low conversion rate as it was not that effective compared to the other
segments. This segment is quite generalized and gives no further information thus can over lap
with other segments made. Conclusion it is giving us poor performance.

11