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10/14/21 Fashion Nova/Sailthru Weekly Call

Fill out Agenda, Decisions, Action Items, & Notes

Agenda -
10/14/2021, 2:00 PM

Send page to the addresses below

Attendees
0
First Name
Last Name
Email Address
1
Kimme
Burana
kburana@sailthru.com
2
Surag
Betageri
surag.betageri@fashionnova.com
3
Lucy
Vallejo-Anderson
landerson@sailthru.com
4
Alexis
Doss
alexis.doss@fashionnova.com
5
Christopher
Lynn
christopher.lynn@fashionnova.com
6
Nicole
Saenz
nicole.saenz@fashionnova.com
7
Roger
Satur
r.satur@fashionnova.com
8
Nelson
Keating
nelson.keating@fashionnova.com
9
Zach
Wright
zachary.wright@fashionnova.com
There are no rows in this table

Discussion topics
Zach/Chris intro to SailThru team
Lucy is CSM for FN at SailThru
Kimme is Support Engineer for FN
support @
is the best way to reach Kimme
NoReply@fashionnova
Rename from NoReply
Distribution group
Apple Mail update, analytics, impact
PST performance

Decisions

None.

Action items

Nicole
Share a list of suggestions from her team’s perspective
Reach out to support about the reduction in pushes so Kimme and Lucy ‘can drive this internally.
Schedule time with Roger/team to discuss PST end date
Ask people who reported reduced app push notifications if they made any changes to their privacy settings
Work with Alexis to determine whether or not we want to A/B test Hero images.
Find out if we have assets for an effort like this.
Determine if PST has historically performed better on certain days or with certain campaigns, flash sales, standard marketing emails, etc.
Lucy
Check with engineering team to see exactly how the new Mail preload open works
Confirm with product/engineering team if its based off opens, also if we are able to determine if it’s a preload or full Open.
Send some timeframes to schedule Holiday QBR
Check with internal team to see if they identified root cause as to why images disappeared last BF and confirm it won’t be an issue this year.
Kimme
Follow up with Dennis and Sofia on S3 bucket issue (Gatsby?)

Notes

Sailthru is FN’s ESP
Nicole heard that app notification pushes have slowed down
Lucy: are a lot of things on device/user/app level that can affect this so we’ll need to look closely at this
iOS update may affect this
Lucy Update
Lucy: SailThru is reviewing iOS changes internally - emailed roger about this worth reviewing together
SailThru release updates
There is now criteria under device where we can segment people that have browsed the site or read email on the Apple mail app
This data is not retroactive.
Roger ask: Recommendations for who on our list has apple mail retroactive?
Need to determine what % of our list uses Apple mail
Lucy:
Discussed snapshot report which gives raw # on email client and device
We can pull everyone that’s looking at an iPhone - we’d overshoot here but can analyze this to understand total potential impact over time.
Also, we know we have ~3M users that have icloud domain.
We can now identify and segment users that have read email marketing using the iOS/OSX Mail app.
Had 1:1 with Greg about Apple updates and it sounded like there was a roughly 4% jump in open rates on day of iOS 15 release (which rolled out email open on Mail app preload)
FN is an outlier - almost nobody else saw a change in open rates
Curious if Apple is doing a phased rollout - this currently seems the case
This is only for people opening using Mail on iOS/OSX
Sent email to Greg and want to inform the larger group that FN is currently pacing well above volume for remainder of contract
Lucy wants to help us avoid overages before contract ends.
In discussion with Greg
The clicks in email looking at a map are primarily on a hero image
Suggested an A/B test of dynamic hero image
Do we want to use GIF vs Still for Women’s
If stills are better, test different types of imaging
Consider pulling in Sell Through logic to do advanced A/B testing
Variable for Men’s and Women’s
Look at purchase data to determine if customer has purchased just mens, just womens, both, etc to determine which variable Hero images to A/B test.
Do we have assets to execute a large scale A/B effort like this?
Surag ask: How do we AB test these because they’re time sensitive
Roger comment: We’re not convinced that personalized send time has an overall positive impact
Nicole comment: Thinks success is more related to the promo that’s running
Flash sales typically do really well for personal send time
Standard marketing emails seems to not perform well
Evening with personalized send tests for standard marketing email seems to do well
Roger has this analysis on his radar



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