CRM Playbooks
What should I do — before which SQL should I write?
Operational frameworks for the everyday CRM problems: segmentation, re-engagement, retention, loyalty, suppression, data quality, reporting, journeys, and KPIs.
- Audience SegmentationBuild an active audience segmentIdentify the subset of contacts who are eligible, opted-in, and recently engaged for a campaign.
- Engagement AnalysisDetect engagement decay by cohortUnderstand how engagement drops off after the first interaction, by signup cohort.
- Re-engagementRe-engage dormant contacts (90+ days)Identify previously engaged contacts who have gone quiet for 90+ days and are still eligible to be contacted.
- Audience Segmentation
Build an active audience segment
Identify the subset of contacts who are eligible, opted-in, and recently engaged for a campaign.
AudienceConsentEngagementOpen playbook - Engagement Analysis
Detect engagement decay by cohort
Understand how engagement drops off after the first interaction, by signup cohort.
AudienceEngagementOpen playbook - Re-engagement
Re-engage dormant contacts (90+ days)
Identify previously engaged contacts who have gone quiet for 90+ days and are still eligible to be contacted.
AudienceEngagementConsentOpen playbook - Retention
Monthly active retention curve
Track how many monthly active contacts remain active in the following months.
EngagementAudienceOpen playbook - Loyalty Programs
Loyalty tier eligibility refresh
Recalculate which contacts qualify for each loyalty tier based on a rolling 12-month window.
AudienceOrdersEngagementOpen playbook - Audience Suppression
Maintain the do-not-contact list
Ensure every campaign run excludes contacts who unsubscribed, bounced hard, or complained.
ConsentEngagementAudienceOpen playbook - Data Quality
Find duplicate contact records
Identify contacts that exist multiple times under different ids but the same person.
AudienceOpen playbook - Campaign Reporting
Campaign performance rollup
Produce a single row per campaign with sends, opens, clicks, and conversions.
Campaign TrackingEngagementOrdersOpen playbook - Journey Optimization
Find the step where users drop off
Quantify how many users reach each step of a multi-step journey and where they fall out.
EngagementCampaign TrackingOpen playbook - KPI Analysis
Monthly CRM KPI snapshot
Produce a stable, comparable set of KPIs every month: active contacts, send volume, conversion rate, churn.
AudienceEngagementOrdersOpen playbook