Webinar: 9 pillars of Retention Automation, Oct 2013 featuring Lyris and Windsor Circle
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Webinar: 9 pillars of Retention Automation, Oct 2013 featuring Lyris and Windsor Circle

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Integrating eCommerce Data with email software, Analyzing Customer Retention, and Automating Email ...

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.

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  • Source: Adobe Loyal Shopper’s Report April 2013
  • Source: Adobe Loyal Shopper’s Report April 2013
  • Here's a quick exercise to demonstrate the power of that retention marketing spend.  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...  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...  Hence, $5M.Now, break that down along the lines suggested in the Adobe and Forrester reports...  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...  A simple ROI of 19X.The key takeaway here is that the retention marketing spend is generating 2.5X the ROI.  But in the case of acquisition, the marketer is spending $3.9M to drive $29.5M.  Still an 8X ROI, but not nearly as efficient as the acquisition spend.
  • Source:ReturnPath Email Intelligence Report Q4 2012
  • Powered by RapLeaf. We can use this to understand purchase behavior by segment

Webinar: 9 pillars of Retention Automation, Oct 2013 featuring Lyris and Windsor Circle Presentation Transcript

  • 1. 9 PILLARS OF RETENTION AUTOMATION WEBINAR Repeat buyers don’t just fall from the sky... Get more from existing customers with Retention Automation.
  • 2. TODAY’S SPEAKERS Brad McGinity VP of Sales Windsor Circle, Inc. 2 Andrew Pearson VP of Marketing Windsor Circle, Inc.
  • 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
  • 5. ROCKING THE HOLIDAYS WITH RETENTION AUTOMATION
  • 6. PREP NOW. HOLIDAY CAMPAIGNS START IN OCTOBER. Experian shows holiday emails begin in force by early October. 6
  • 7. 2012 LESSON: MORE EMAIL MARKETING! 7
  • 8. RETENTION MATTERS 8
  • 9. TIMING OF HOLIDAY REVENUE 9
  • 10. THE RULES OF THE GAME ARE CHANGING Why Focus on Retention?
  • 11. YOU GET WHAT YOU PAY FOR 11 Source: Adobe Loyal Shopper’s Report April 2013 22% Marketing Budget focused on Retention
  • 12. BUT IS IT DRIVING THE RESULTS YOU EXPECTED? 12 Source: Adobe Loyal Shopper’s 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
  • 14. WIDENING GULF: HAVES & HAVE NOTS • Top 100: 94% Inbox Placement • Everyone Else: 82% Inbox Placement • Winning war through: – Personalization – Automation – Loyalty – Customer Experience 14 Source: ReturnPath Email Intelligence Report Q4 2012 Top 100 Retailers
  • 15. 15 The Game Has Changed. You Must Keep Your Customers.
  • 16. 16 LYRIS RETENTION AUTOMATION SOLUTION Lyris Retention Automation Solution Powered by Windsor Circle
  • 17. CONNECT ANY ECOMMERCE PLATFORM TO LYRIS 17 And more!
  • 18. CONNECT. ANALYZE. AUTOMATE. 18 18 Connect Analyze Automate
  • 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.
  • 20. 9 PILLARS OF RETENTION MARKETING AUTOMATION
  • 21. KNOW YOUR CUSTOMERS Retention Automation Pillar #1
  • 22. 22 DO YOU KNOW WHO YOUR LAST- MINUTE HOLIDAY SHOPPERS ARE?
  • 23. 23 DO YOU REMEMBER PEOPLE’S BIRTHDAYS?
  • 24. FOCUS ON REPEAT BUYERS TO GROW REVENUE 24
  • 25. PROFILES AND SEGMENTS 25
  • 26. KNOW YOUR CUSTOMERS’ LIFETIME VALUE
  • 27. SEGMENT YOUR CUSTOMERS 27
  • 28. 1, 2, 3 TIME BUYERS AND MORE 28
  • 29. UNDERSTANDING LATENCY 29
  • 30. GET CONNECTED (PERMISSION TO RETAIN) Retention Automation Pillar #2
  • 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
  • 32. TRY A LIGHTBOX / POPUP 32
  • 33. LIGHTBOXES WORK 33
  • 34. NEW SUBSCRIBER WELCOME EMAILS Welcome new subscribers: • Explain brand value • Set expectations • Offer suggestions 34
  • 35. 35 SHOW THEM YOUR BRAND
  • 36. 36 SHOW THEM YOUR WORLD
  • 37. 37 TAKE THEM BEHIND THE SCENES
  • 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? – If for someone else, trigger a “Treat yourself” email
  • 39. THANK YOUR CUSTOMERS Retention Automation Pillar #3
  • 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
  • 42. POST PURCHASE THANK YOU SERIES #1 29.2 % Higher Open Rates Than List Average 42
  • 43. AUTOMATED EMAILS TO CONVERT SHOPPERS Windsor Circle client Annemarie Gianni Skin Care uses on-site “smart offers” 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 Here’s 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
  • 45. EMAILS TO LAST YEAR’S HOLIDAY SHOPPERS 45
  • 46. AMAZE YOUR BEST CUSTOMERS Retention Automation Pillar #4
  • 47. 47
  • 48. MAKE MONEY ALL YEAR LONG 48 Says Corey Frons, CEO, BulbAmerica (a Windsor Circle client): “A 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.” Best Customer Email Results: 46% Open Rate 3.1% Click Rate 27x increase in Conversions
  • 49. BEST CUSTOMERS DESERVE THE BEST 49 14.2% Higher Open RatesThan List Average
  • 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%
  • 51. 51 YOUR BEST CUSTOMERS WILL SHOP EARLY
  • 52. HELP YOUR CUSTOMERS BUY MORE Retention Automation Pillar #5
  • 53. BRAND & CATEGORY RECOMMENDATIONS Selling based on brand or category affinity is an excellent path for success 53
  • 54. HOT COMBOS & CROSS SELLS Automated “Hot Combo” product recommendation based on past products purchased. • Open Rate: 76% • Click Rate: 24% 54
  • 55. HOT COMBOS & CROSS SELLS 55
  • 56. 56 Product Behavioral PRODUCT & BEHAVIORAL DATA
  • 57. Recommendations: “Hot Combo” Recommendations: “Related Items” 6 PRODUCT RECOMMENDATIONS WITHIN LYRIS HQ
  • 58. REPLENISHMENT CAMPAIGNS Automated replenishment email send to people whose last order contained “Cleanser” • 62.3% Open Rate • 10.4% Click
  • 59. 59 REPLENISHMENT CAMPAIGNS
  • 60. PRODUCT RECOMMENDATION Windsor Circle client Golfetail’s Segmented Sends Relative to Daily Email Offers: Open Rate: 256% Click Rate: 283% Conversions: 169%
  • 61. 61 SEGMENT BASED ON PRODUCT PREFERENCES
  • 62. SEGMENTED NURTURE PROGRAMS 62 Purchased wedding products Wedding essential s Wedding nurturing Wedding favors Bridal party gifts Thank you cards Friend’s wedding nurturing Bridal shower invites Shower tableware Bach. invites Bach. tableware Wedding gifts Your wedding ? Clicked on wedding link Yes No 7 days 6 weeks 3 weeks 7 days 7 days 7 days 7 days 7 days 7 days BRIDAL SEGMENT Results (Avg Across Both Programs) - Open Rate Increased 244 % - CTR Increased 161 % - Revenue Per Mailing Increased 330 %
  • 63. AUTOMATED REPLENISHMENT EMAILS Based on date the customer is predicted to use up their last order Conversion Rates Increased 5x 63
  • 64. CONSISTENT THEME THAT SUPPORTS EMAIL VOLUME 64
  • 65. SAVE YOUR CHURNING CUSTOMERS Retention Automation Pillar #6
  • 66. 66
  • 67. SAVE YOUR CHURNING CUSTOMERS 67 16.2 % Higher Open RatesThan List Average
  • 68. WIN BACK CAMPAIGNS
  • 69. WIN BACK CAMPAIGNS 69
  • 70. 70 WIN BACK CAMPAIGNS
  • 71. WIN BACK CAMPAIGN RULES Churning Best Customer Segment • RFM Score of 411, or… • 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
  • 72. 72 REMINDER: SUBMIT YOUR QUESTIONS!
  • 73. CREATE EVANGELISTS Retention Automation Pillar #7
  • 74. CONNECT VIA SOCIAL • Motivate Follows and Friends • Personalize • Branding (branded give-aways) 74
  • 75. SOLICIT (AND REWARD) REVIEWS 75
  • 76. IDENTIFY, REWARD, & BUILD BRAND LOYALTY 76
  • 77. PINTEREST CONTESTS SOCIALIZE SHOPPING 77 Week #1 Winner – Josie B.’s “A Weekend in Asheville” From CLIENT Josie B., Atlanta, GA A Weekend in Asheville “My husband and I were headed for a nice weekend getaway, so I thought I’d put together a fun ensemble… A little sassy, a little fun… and I won! Thanks CLIENT!” 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.
  • 78. PINTEREST CONTEST 78
  • 79. LISTEN TO YOUR CUSTOMERS Retention Automation Pillar #8
  • 80. 80 ASK YOUR CUSTOMERS’ PREFERENCES
  • 81. 81 ASK FOR REVIEWS
  • 82. 82 NET PROMOTER SCORES / SURVEYS
  • 83. ACQUIRE RETAINABLE CUSTOMERS Retention Automation Pillar #9
  • 84. 84 Lyris
  • 85. 85 WHICH PRODUCTS CREATE REPEAT BUYERS?
  • 86. THANK YOU FOR ATTENDING! 86
  • 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 year’s 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
  • 88. CONTACT US 88
  • 89. CONTACT WINDSOR CIRCLE Speaker Contact Information: Andrew@windsorcircle.com @arjpearson Brad@windsorcircle.com @McGinity Windsor Circle, Inc. 111 E Chapel Hill Street Durham, NC 27701 (919) 822-2009 www.windsorcircle.com @windsorcircle