Our goal was to develop a journey to deliver educational content to ACT (have never made a purchase) and REACT (haven’t made a purchase in 365 days) audiences. The goal of this content is to both show the value proposition of Groupon as well as to drive engagement that will give us more signals about the customer interest and needs to move them to more specific journeys.
We were tasked with integrating a mix of editorial and merchandising content to better collect signals on how users interact. Supported by copywriters, CD, and growth marketing team.
The biggest hurdle we overcame was creating a multi-day geo-specific article send for numerous markets. This included the creation of new articles, refreshed articles, and a robust modular email template that allows for imagery, video content, categories, or deal cards that could scale through numerous markets.