Integrating eCommerce Data with email software, Analyzing Customer Retention, and Automating Email
Marketing
Windsor Circle announced an exciting new partnership with Lyris, a global leader in digital marketing software, during this popular webinar which covers the 9 powerful automation capabilities every retailer can harness to double their repeat buyers, realize 5x customer lifetime value, and see fantastic ROI from segmented, automated, and personalized email marketing campaigns by leveraging eCommerce data.
In this webinar, Andrew Pearson, Windsor Circle's VP of Marketing, and Brad McGinity, VP of Sales, highlight and explain the most important data sets to leverage for smarter email marketing, explore best practices and demonstrate how any retailer can begin or enhance data-driven, automated marketing programs within your email software.
We place a special emphasis on the data, segments, and automated emails you can build to have a measurable impact before, during, and after the holidays. From Welcome Series to Win Back Campaigns, Product Recommendations to Replenishment Campaigns, we teach you how to integrate, analyze, and leverage your eCommerce data within your email marketing software of choice to automate your retention marketing.
Webinar: 9 pillars of Retention Automation, Oct 2013 featuring Lyris and Windsor Circle
1. 9 PILLARS OF RETENTION
AUTOMATION WEBINAR
Repeat buyers donât just fall from the sky...
Get more from existing customers with Retention Automation.
3. The Rules of the Game are Changing:
Why Retention Marketing Automation
Rocking the Holidays with Smarter Marketing.
⢠Prepare for 2013 and post-holidays
9 Pillars of Retention Automation
⢠Best Practices
⢠Examples
⢠Case Studies
Questions
Demo of Lyris Retention Automation
AGENDA
4. 9 PILLARS OF RETENTION
AUTOMATION
1. Know Your Customers
2. Get Connected: Permission to Retain
3. Thank Your Customers
4. Amaze Your Best Customers
5. Help Your Customers Enjoy More
6. Save Your Churning Customers
7. Create Evangelists
8. Listen to Your Customers
9. Acquire Retainable Customers
4
10. THE RULES OF THE GAME ARE
CHANGING
Why Focus on Retention?
11. YOU GET WHAT
YOU PAY FOR
11
Source: Adobe Loyal Shopperâs Report April 2013
22% Marketing Budget focused on Retention
12. BUT IS IT DRIVING THE
RESULTS YOU EXPECTED?
12
Source: Adobe Loyal Shopperâs Report April 2013
13. MARKETING TO EXISTING VS.
NEW CUSTOMERS GENERATES
2.5X ROI
13
0
2
4
6
8
10
12
14
16
18
20
Exis ng New
ROI - Marke ng
2.5X
ROI from Marketing Spend on
Existing vs. New Customers
19. RETENTION AUTOMATION
PLATFORM
19
Your Windsor Circle account
provides unprecedented
retail insights
Repeat Buyers have 4.8x the lifetime value
of one-time customers. Track your path to
customer loyalty & retention.
Powerful segmentation tools help you
leverage data to send the right message
to the right customer at the right time.
31. BUILD YOUR
SUBSCRIBER LIST
Windsor Circle
client using
email subscribe
lightbox
triggered on
first visit after
page click
Lightboxes
work: One
Windsor Circle
client got
700%
increase in
sign-ups
31
38. HOLIDAY WELCOME EMAIL
VARIATIONS
New Subscriber
⢠Welcome to brand, set expectations, suggest gifts
New 1 time Shopper, never been a Subscriber
⢠Include opt-in to email list in check-out
⢠Thank you for purchase, welcome to our brand
Existing Subscriber converting to 1 time Shopper
⢠Welcome to our merry band of customers!
⢠Trigger new customer welcome series
For all Holiday Shoppers:
⢠Is this a gift for you or someone else?
â If for someone else, trigger a âTreat yourselfâ email
40. WELCOME & THANK
NEW CUSTOMERS
We bought green pants, we got a
welcome email from the CEO
40
41. POST-PURCHASE
THANK YOU EMAILS
Criquet Shirts, a Windsor Circle
client, runs post-purchase emails
to drive 2nd purchases based on
Latency.
Results:
Over 50% Open Rate
18% Click Throughs
2% Conversions
One simple, automated email
helps turn one-time and lapsing
customers into repeat buyers.
Windsorcircle.com/results
41
43. AUTOMATED EMAILS TO
CONVERT SHOPPERS
Windsor Circle client
Annemarie Gianni Skin Care
uses on-site âsmart offersâ
based on click-behavior to
offer a free Sample Kit.
This is followed by 7
automated emails, which get:
⢠51% avg. Open Rates
⢠13% avg. Click Rate
⢠5% Conversion Rates (of
total recipients, or 37% of
Clicks!)
37% Aggregate Conversion
44. TRIGGERED EMAILS DRIVE
RESULTS
Subject Line
Days After
Sample Kit Open Click Offer
Hereâs What Others Have to Say About
Annmarie, Plus Keep Up To Date on Specials
4 60.1% 18.4% 10% off coupon
How to Use Your Samples (Plus, What Products
Should I Use for My Skin Type?)
11 67.2% 19.4% 10% off coupon reminder
Stop Stripping Your Skin's Natural Oils with Soap! 18 49.7% 10.3% 10% off coupon reminder
Did You Know: Some Lotions Can Clog Your
Pores?
27 44.5% 11.4% 10% off coupon reminder
A Skin Care Routine to Keep You Looking Young
and Beautiful
37 44.8% 7.8% 10% off coupon reminder
Last Chance to Use Your Coupon! 50 45.8% 14.1%
10% off coupon last
chance!
We Haven't Seen You In a While... 180 32.1% 8.5% 20% off coupon and survey
44
48. MAKE MONEY ALL YEAR LONG
48
Says Corey Frons, CEO, BulbAmerica
(a Windsor Circle client):
âA large number of Magento users are
likely unaware that they can pull their
customer and product data into their
email software, and use it to automate
emails that make money all year long.â
Best Customer Email Results:
46% Open Rate
3.1% Click Rate
27x increase in Conversions
50. BEST CUSTOMER REWARD:
PERSONAL SHOPPING ASSISTANT
50
Onward Reserve triggers an email notifying
the customer that they now have a
Personal Shopping Assistant.
Triggered when RFM Score = 111
Automated Emails
Open
Rates
Click
Rates
Conversion
Rates
Improvement from Regular
Email Campaigns 79% 160% 1842%
Revenue
659%
Average Order Value
(AOV)
89%
54. HOT COMBOS & CROSS SELLS
Automated âHot Comboâ
product recommendation
based on past products
purchased.
⢠Open Rate: 76%
⢠Click Rate: 24%
54
71. WIN BACK CAMPAIGN
RULES
Churning Best Customer
Segment
⢠RFM Score of 411, orâŚ
⢠Last_Purchase_Date > 84
days before today
⢠Lifetime_Value > $300
Send 3-part Win-Back with
30% off + free shipping
Or, no discount but brand
promise from CEO
Other Churning Customers
⢠Last_Purchase_Date > 104
days before today
⢠First_Purchase_Date < 365
days before today
⢠Lifetime_Value > $50 but <
$300
Send 3-part Win-Back with 10%
off
77. PINTEREST CONTESTS
SOCIALIZE SHOPPING
77
Week #1 Winner â Josie B.âs âA Weekend in Ashevilleâ From CLIENT
Josie B., Atlanta, GA
A Weekend in Asheville
âMy husband and I were headed for a
nice weekend getaway, so I thought Iâd
put together a fun ensemble⌠A little
sassy, a little fun⌠and I won! Thanks
CLIENT!â
Build a Pinterest
Board and Win!
Links to CLIENT
landing page on
how to enter the
contest, w/ a menu
of winning entries.
This pinterest
board is just a
screenshot. Each
item is hyperlinked
to that SKU on the
right store.
Josie B.
87. 9 PILLARS OF RETENTION
AUTOMATION
1. Know Your Customers: Analyze before October
2. Get Permission to Connect & Retain: Opt-in campaign, lightbox email capture
3. Thank Your Customers: Automated post-holiday-purchase conversion series; Last
yearâs holiday shoppers; welcome series for new 2013 shoppers.
4. Amaze Your Best Customers: Early bird specials, VIP rewards, personal thanks
from CEO.
5. Help Your Customers Enjoy More: Triggered replenishment & product
recommendation emails.
6. Save Your Churning Customers: Win-back campaigns based on LTV and recency.
7. Create Evangelists: Social offers, contests.
8. Listen to Your Customers: Ask for preferences, reviews, recommendations.
9. Acquire Retainable Customers: Analyze revenue by source and allocate spend
accordingly.
87
89. CONTACT WINDSOR CIRCLE
Speaker Contact Information:
Andrew@windsorcircle.com
@arjpearson
Brad@windsorcircle.com
@McGinity
Windsor Circle, Inc.ďťż
111 E Chapel Hill Street
Durham, NC 27701
(919) 822-2009
www.windsorcircle.com
@windsorcircle
Hinweis der Redaktion
Source: Adobe Loyal Shopperâs Report April 2013
Source: Adobe Loyal Shopperâs Report April 2013
Here's a quick exercise to demonstrate the power of that retention marketing spend. Â By taking a hypothetical $50M retailer, and building some assumptions, we discover that the retention marketing spend is quite a bit more productive than the acquisition spend... Â 2.5X as efficient, to be exact.Let's break this down...Assume a $50M top line revenue.Then assume 10% of top line revenue as marketing spend... Â Hence, $5M.Now, break that down along the lines suggested in the Adobe and Forrester reports... Â that means that you can calculate both the revenue and the marketing spend for existing customers and channels, and net back out what impact its having.In this case, you can see that this retailer is generating $20.5M from existing customers, but only having to spend $1.1M to get it... Â A simple ROI of 19X.The key takeaway here is that the retention marketing spend is generating 2.5X the ROI. Â But in the case of acquisition, the marketer is spending $3.9M to drive $29.5M. Â Still an 8X ROI, but not nearly as efficient as the acquisition spend.