The purpose of the Pre-Auction Methodology is to utilize the power of Artbrain to the fullest to get the most out of the system, and subsequently out of your client base.
This means making sure you get recommendations, of all appropriate percentages, to every single person possible, with enough time to see the email and act on it accordingly.
The General Concept
Sending a Recommendations Campaign AND a Trending Campaign 1 week ahead of the auction, following up at fairly spaced intervals with Resent and Booster Campaigns leading up to the date of the auction.
The Method - Schedule
7 Days Prior to Auction - Recommendations Campaign + Trending Campaign, sent simultaneously
- Recommendations & Trending campaigns for the same auction will never have overlapping audiences
- Note: By not sending a Trending campaign with every Recommendations campaign, you are effectively missing a large grouping of your audience which could otherwise be receiving semi-personalized recommendations.
4 Days Prior to Auction - Resent campaign for the Recommendations Campaign above
- A resent campaign will send a copy of the recommendations sent in the email from which it is created ONLY to the people who received the original email but did not open it.
1 Day Prior to/Day of Auction - Booster Campaign
- A booster campaign is similar to a Resent, except it is targeted to people who received and opened an email, but did not click on anything in it.
How to Incorporate into General Emails
If you want to send an email to your entire customer base EXCEPT for those who received the personalized emails for an auction, you can do so by using the Campaign Activity Filter (instructions for this at the bottom of the article).
Campaign schedules:
Ideal Schedule
Click here to download an excel file with reactive dates. Simply input the date (DAY/MONTH/YEAR format) of your auction in the Auction Date column and the timeline of the campaigns will change accordingly.
Just In Case
It is not recommended to deviate from this schedule if it is avoidable, but we understand the nature of this business means lots of last-minute changes and tight deadlines.
Because of this, we have created a flexible schedule to use when you have less than 7 days of campaign timeline available prior to an auction, and you can download this here.