This was from a session I took as a part of Growth Talkies podcast organized by NextBIgWhat and Webengage. This focussed on conversations around optimising deliverability across channels and devices.

1. How Leaky is my Bucket?
MANAGING MOBILE NOTIFICATIONS AND EMAIL SEGMENTS IN A DELIVERY FOCUSED WORLD
BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP

2. Leakage Zone 01
Delivery Pipeline
Stakeholders
Leakage Zone 02
User Choice: Opt Out
or Unsubscribe
New
Users
Non
Responders
Logic 01
Identifying
Non Responders
Reactivation Leg
List Pruning Logic Leg 01
List Pruning Logic
Responder
Unreachable
Logic 02
Identifying
Low Responders
High
Responders
Low
Responders
List Pruning Logic Leg 02
Reactivation Leg 02
Leaky
Bucket
Framework
Master User Bucket
All User Tokens

3. THIS IS WHERE THE USER ENTERS
PAID CHANNELS ORGANIC & SOCIAL EXTERNAL / 3RD PARTY
Adwords, Social Ads ,
Digital Ads by Networks/
DSPs , Retargeting
funnels, Youtube Ads,
Affiliate Networks
SEO , ASO, , Social , YT,
Telegram Channels
Affiliate Networks,
Collaborations,
Influencer Networks
The Tap
BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP

4. The New Entrants
User tokens that just arrived
Leakage Zone 01
Delivery Pipeline
Stakeholders
Micro Segmentation
Logic Legs
Leakage Zone 02
User Choice: Opt Out
or Unsubscribe
New
Users

5. Leakage Zone 1
Push Notifications:
•OEM/Device Level Logic
•OS Versions
•Network Latency: 2G/3G vs 4G/Wifi
•Email Providers Logic
•ISP Logic
Micro-Segmentation Logic Framework
•Give a fair chance to all tokens to participate
•Segment out the non responders and low- responders
at the right time
•Make Suppression Lists for future (invalids, hard
bounces etc)
BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP

6. Deep Diving in Leakage Zone 1:
Scenarios with Push Notifications and Email
Push Notifications Pipeline
•OEM Logic ( Worst Ones: Xiomi, Samsung)
•Battery saving built into OEM and OSs both
•Non relevant: Low RF scores get a user
token kicked out
•Network Latency: 2G/3G V/S 4G/Wifi
Email Service Providers
•Unstable Bursty/Volumes
•Low on Relevance?
•‘Feels Spammy’
•Image Heavy?
•Poor mobile UX
•Feels phishy
•Blacklisted IP
•Poor Sender Score of IP
•No SPF Mappings)
•Non Responders
BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP

7. The Non Responders: Unshakables?

8. Thought Stream
•Non Responders: Could be blocked by Device?
•Re-Opt In Campaigns Cyclically?(Every 3 months?)
•Target Non Responders when something big is
happening in the category?
•When to mark as unreachable?
Non
Responders
Reactivation Leg
List Pruning Logic Leg 01
List Pruning Logic
Responder
Unreachable
High
Responders
Low
Responders
List Pruning Logic Leg 02
Reactivation Leg 02
BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP

9. The Low Responders: Potential Loyalists

10. Thought Stream
•Evaluating Multiple competitors?
•Seeking specific information but not getting it?
•Target Low Responders when something big is
happening in the category?
Non
Responders
Reactivation Leg
List Pruning Logic Leg 01
List Pruning Logic
Responder
Unreachable
High
Responders
Low
Responders
List Pruning Logic Leg 02
Reactivation Leg 02
BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP

11. The High Responders: Our Champions

12. Thought Stream
•What are the interested in?
•When do they consume content?
•What format of content do they like?
•Why are they not responding any more? :(
Non
Responders
Reactivation Leg
List Pruning Logic Leg 01
List Pruning Logic
Responder
Unreachable
High
Responders
Low
Responders
List Pruning Logic Leg 02
Reactivation Leg 02
BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP

13. Directional Thought on the Framework
Q: How soon
should I mark
users as non
responders /
low
responders?
Q: How soon
should I run
reactivation
legs for non
responders?
Q: How soon
should I prune
low responders
to non
responders?
Q: How soon
should mark
users has high
responders ?
Q: How soon
should I run
reactivation
legs for low
responders to
high spenders?
Q: How soon
should I prune
high responders
to low
responders?

14. Directional Thought on the Framework
NonResponders Low Responders HighResponders
Communication
Frequency
Very Low Low High
Reactivation
Cycle
External Events,
Low Frequecy
External Events, Mid
Frequecy
Pruning Cycle Cyclical : User Level Cyclical : User Level Cyclical : User Level
BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP

15. Directional Thought on the Framework
NonResponders Low Responders HighResponders
Communication
Frequency
Once Biweekly Weekly Daily
Activation
Cycles
External Events,
Low Frequecy
External Events, Mid
Frequecy
Pruning Cycles User Level : 60 Day User Level : 15 Day User Level : 7 Days
BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP

16. Thank You for Listening.
BY HIMANSHU GARG . VP PRODUCT, GROWTH AT GRADEUP