Customer Ranking

What is Customer Ranking?

Customer Ranking allows you to make sure you're getting the highest ROI possible from your customer-targeted campaigns by targeting your existing customers who are most likely to make an additional purchase at this particular point in time. We use transactional attributes from outside your brand to find those customers in your file that are most actively purchasing related products and showing online activity that would signal a likelihood to transact again.

How does this factor into Campaign strategy?

Instead of mailing your entire customer file, or manually segmenting a specific portion to mail (i.e. those with the highest LTV, or most recent activity), this allows you to simply pick a budget or circulation and let our modeling process find the best customers from your entire file to mail.
The Customer Ranking feature requires a minimum upload of 15,000 valid audience members, with a minimum mailing of 5,000 recipients. You can mail up to 1/3 of your ranked audience file.

Creative Prep

  • Creative files must be uploaded to your campaign beforehand, so they can be selected during the first step of the One Time Send flow.

Customer File Prep

  • Your customer file must contain at least 15,000 full addresses.
  • Use the file download below as a formatting guide.
  • Your file must be uploaded in CSV format and under 100MB.
customer_file.csv
73B
Text
Customer File Template

Step 1: New One Time Send

Begin by starting a New One Time Send, you'll first be prompted to select a Single Creative or Multiple Creatives (for A/B Testing). Next, under the Select Recipients step, you'll see the option to select Customer Ranking:

Step 2: Upload File & Map Values

Before uploading, double check your customer file matches the criteria listed above under Customer File Prep. Make sure all customers are included in the file for optimal modeling:
Poplar will scan the column headers in your file so they can be mapped to required values or ignored. Ignored columns will not be imported. Column headers that closely match the required values will automatically map, be sure to double check every value is mapped correctly.

Step 3: Address Strictness & Mailable Records

The platform will use "Normal" Address Strictness to calculate the number of mailable records from the total number of records submitted:
Download Errors for a record of the addresses that didn't pass as "Mailable." This record will also include a new column with a note on why the address didn't pass validation.

Step 4: Quantity & Details

Enter the number of top ranked customers you'd like to mail. The maximum allowed recipients will be one-third of your mailable records to preserve the integrity of the targeting strategy. A breakdown of the price per record by number of records will be calculated to show the Total Data Cost:
Next you'll be prompted to enter Organization Details relevant to your company and/or product. These are important details that will be considered when building your customer ranking model.

Holdouts

If a Holdout is Enabled under the campaign's settings, you'll see the option to either use the set percentage or ignore it in the dropdown menu. We highly recommend taking a holdout group through the platform, so lift metrics can be calculated in your campaign's attribution reports.

National Change of Address Forwarding (NCOA)

Typically, if you are mailing to a named recipient, this is required by USPS. If this setting is disabled, the platform will append "or Current Resident" to the recipient name or company field and skip address forwarding.

Step 5: Review & Finalize

On the final step you'll see a full price breakdown with print and shipping included in the per piece cost of the mailers, plus the data cost calculated in Step 4. You'll also see a summary of all selected settings, a default preview of the selected creative, an estimated timeline, and the option to name the One Time Send or add a description:
After hitting Process Mailing you'll have a 30 minute grace period to cancel if needed. Once processed, it will take 24-48 hours to build the model, after which the mailers will immediately move to production then enter the mail stream!

Step 6: Tracking Mailers

All mailers can be tracked from the campaign's History tab after processing. You can either use the filter tool in the top right to narrow down the number of mailers in each stage, or click into an individual mailer and scroll down to a timestamped Event Log of the mailers movements through the mail stream:
In-platform attribution reporting may also be set up via integration with our Orders API, or by manually uploading order data to the Transaction Data page in your account within the 30-90 day attribution window: