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An executable approach within a retention campaign: a triggered email to a lapsed or at-risk consumer, carrying an offer, measured at the send.

Work from here— 1

The jobs this model declares that begin on a tactic. Where one can be done from here, its page is already written.

• Design a tacticI am designing a tactic and it has to be placed, timed, addressed and lawful on the same terms as the campaign above it. 5 of 5 answered

Questions answered from here— 5

• Whose stated choice must a tactic honour, and what kind of choice is it?
• Through which channel does a tactic reach people, and on which surface?
• Which content type does a tactic put in front of people?
• When does a tactic run, and where?
• Who does a tactic address, and on what permission basis?

Compose from here— 11

Win-back email can stand in 11 roles across the patterns this model declares. Pick one and the answer is drawn here, from the published graph.

• What a campaign does board → holds Campaign, Actions, Events, Entities · the question
• Whose choice a tactic must honour board → holds Preferences, Preference Types · the question
• Retention campaign board → holds Campaign, Actions, Offers, Creative Assets, Audience Segments, Permission Bases, Time Windows, Targets · the shape
• The activation loop board → holds Campaign, Actions, Events, Signals, Metrics, KPIs, Goals · the shape
• Exposure board → holds Identity Levels, Signals, Events, Surface, Time Windows · the shape
• Attributed conversion board → holds Events, Signals, Metrics, Attribution Models, Time Windows · the shape
• Which channel and surface a tactic uses board → holds Channel, Surface · the question
• Which content type a tactic uses board → holds Content Types · the question
• When and where a tactic runs board → holds Time Windows, Geographies · the question
• Who a tactic addresses, and on what basis board → holds Audience Segments, Permission Bases · the question
• Which tactics a parameter constrains board → holds Parameters · the question

Related— 11

• uses channel →EmailChannel
• uses surface →Email InboxSurface
• uses content type →Promotional EmailContent Types
• valid during →Campaign flightTime Windows
• scoped to geography →MarketGeographies
• targets audience →Lapsed customersAudience Segments
• respects preference →Email frequencyPreferences
• requires permission basis →Email marketing consentPermission Bases
• contains action →Send emailActions
• uses creative asset →Hero imageCreative Assets
• grounds on →CampaignEntities

Pointed at by— 3

• belongs to campaign →Retention campaignCampaign
• is credited with event →ConversionEvents
• constrained by →Frequency capParameters