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Webinar: Staying Agile during the Holiday Code Freeze, Sept 2013 with Windsor Circle and Tealium
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Webinar: Staying Agile during the Holiday Code Freeze, Sept 2013 with Windsor Circle and Tealium

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In this webinar, co-hosted by Windsor Circle, the leading Retention Automation Platform for Retailers, and Tealium, the leader in tag-management solutions, we discussed that seasonal reality of …

In this webinar, co-hosted by Windsor Circle, the leading Retention Automation Platform for Retailers, and Tealium, the leader in tag-management solutions, we discussed that seasonal reality of holiday code freezes: as holiday marketing ramps up, the risks of implementing marketing tools or software that affects website code increase. The webiar reviews some key code-changes to avoid making, and marketing campaigns that increase holiday revenue without requiring risky code changes.

Windsor Circle showcases 5 personalized, segmented, automated email campaigns that every retailer should set up before the holiday season gets into full gear. These are easy campaigns, require easy-to-import data, and once set-up, provide ongoing ROI through higher open rates, clicks, and conversions by triggering personalized messages to key customer segments using the automation capabilities of your email marketing software of choice.

Speakers:
Andrew Pearson, VP of Marketing, Windsor Circle
Adam Corey, Director of Business Development, Tealium

Andrew Pearson heads marketing for Windsor Circle, and brings an entrepreneurial, agile approach to both inbound and email marketing in the eCommerce space. Andrew has taught digital marketing to over 3,000 people via webinars, workshops and conference sessions.

Tealium and Windsor Circle also co-hosted the Total Eclipse of the 80s CloudCrawl Party at ExactTarget Connections 2013.

Published in: Technology, Business

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  • Sarah
  • #1: You can look back at what did and didn’t work last year in a holiday email.Maybe you looked at the reports from last year’s holiday email campaigns, but now is the time to dive into them. Specifically look at what worked in last year’s campaigns – timing, message, personalization, content, click-through rate, open rate and subject line are just a few areas you can examine. Understand the effects your holiday emails had in 2012 because it’s key to planning what you are going to pursue in your email campaigns this year. If you’re a WhatCounts client, the Smart Marketing Engine can provide you with data about all of your campaigns.
  • Source: Adobe Loyal Shopper’s Report April 2013
  • Source: Adobe Loyal Shopper’s Report April 2013
  • ReplenishmentCross merchandisingAll marketing channels (email, social, ad retargeting, website)
  • Use Professional Edition screenshot?
  • WC client
  • WC client
  • WC client
  • Win backIndicators of churninterventionscalculations of worth
  • Adam
  • Adam
  • Transcript

    • 1. STAYING AGILE DURING THE HOLIDAY CODE FREEZE Rock the Holidays using Retail Big Data for Retention Automation.
    • 2. TODAY’S SPEAKERS Adam Corey Director, Business Development Tealium 2 Andrew Pearson VP of Marketing Windsor Circle, Inc.
    • 3. 3 ET13: EPIC.
    • 4. Agenda: - Holiday Retention Automation - Example Campaigns - Code Freeze Impact on Marketers - 5 Ways TMS Keeps Marketers Agile - Questions - Follow Ups AGENDA
    • 5. GET MORE FROM YOUR EXISTING CUSTOMERS Retention Automation through the Holidays
    • 6. HOLIDAY CAMPAIGNS ARE STARTING • Experian shows holiday emails begin in force by early October. 6
    • 7. EMAIL WORKS
    • 8. RETENTION MATTERS 8
    • 9. TIMING OF HOLIDAY REVENUE 9
    • 10. YOU GET WHAT YOUR PAY FOR… 10 Source: Adobe Loyal Shopper’s Report April 2013
    • 11. BUT IS IT DRIVING THE RESULTS YOU EXPECTED? 11 Source: Adobe Loyal Shopper’s Report April 2013
    • 12. THE MATH… 12 0 2 4 6 8 10 12 14 16 18 20 Exis ng New ROI - Marke ng 2.5X
    • 13. CONNECT ANY ECOMMERCE PLATFORM TO EXACTTARGET 13 And more!
    • 14. CONNECT. ANALYZE. AUTOMATE. 14 14 Connect Analyze Automate
    • 15. RETENTION AUTOMATION PLATFORM 15 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.
    • 16. WELCOME NEW SHOPPERS (& SUBSCRIBERS) Retention Automation Holiday Campaign #1
    • 17. NEW SUBSCRIBER WELCOME EMAILS Welcome new subscribers: • Explain brand value • Set expectations • Recommend products 17
    • 18. WELCOME EMAILS We bought green pants, we got a welcome email from the CEO
    • 19. AUTOMATING WELCOME SERIES 19
    • 20. 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
    • 21. THANK YOUR CUSTOMERS Retention Automation Holiday Campaign #2
    • 22. 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% of recipients open the email; 18% click and just under 2% convert. One simple, automated email helps turn one-time and lapsing customers into repeat buyers. Read more on our blog.
    • 23. POST PURCHASE THANK YOU SERIES #1 29.2 % Higher Open Rates Than List Average 24
    • 24. OFFERS, CONTESTS, AND SURVEYS TO GET EMAILS 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!)
    • 25. 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 26
    • 26. EMAILS TO FIRST-TIME HOLIDAY SHOPPERS Segmented email to this year’s new holiday shoppers based on purchase data • First order after 10/1/13 • First order before 12/31/13 • Total # orders (WC_Frequency_Actual) = 1 27
    • 27. AMAZE YOUR BEST CUSTOMERS Retention Automation Holiday Campaign #3
    • 28. 29
    • 29. BEST CUSTOMERS 30 14.2% Higher Open RatesThan List Average
    • 30. 31 YOUR BEST CUSTOMERS WILL SHOP EARLY
    • 31. HELP YOUR CUSTOMERS ENJOY MORE Retention Automation Holiday Campaign #4
    • 32. EMAILS TO LAST YEAR’S HOLIDAY SHOPPERS 33
    • 33. 34 Product Behavioral PRODUCT & BEHAVIORAL DATA
    • 34. Confidential Purchase Data Purchase Data
    • 35. Confidential RFM Analysis: Ranks RFM Analysis: Actuals Behavioral Data
    • 36. Recommendations: “Hot Combo” Recommendations: “Related Items” Product Recommendations
    • 37. BRAND & CATEGORY RECOMMENDATIONS Selling based on brand or category affinity is an excellent path for success 38
    • 38. HOT COMBOS & CROSS SELLS Automated “Hot Combo” product recommendation based on past products purchased. • Open Rate: 76% • Click Rate: 24% 39
    • 39. HOT COMBOS & CROSS SELLS 40
    • 40. PRODUCT RECOMMENDATION Windsor Circle client Golfetail’s Segmented Sends Relative to Daily Email Offers: Open Rate: 256% Click Rate: 283% Conversions: 169%
    • 41. CONSISTENT THEME THAT SUPPORTS EMAIL VOLUME 42
    • 42. SAVE YOUR CHURNING CUSTOMERS Retention Automation Holiday Campaign #5
    • 43. 44
    • 44. SAVE YOUR CHURNING CUSTOMERS 45 16.2 % Higher Open RatesThan List Average
    • 45. WIN BACK CAMPAIGNS
    • 46. WIN BACK CAMPAIGNS 47
    • 47. WIN BACK CAMPAIGN RULES Churning Best Customer Segment
    • 48. CHURNING BEST CUSTOMER WIN BACK CAMPAIGNS Send 3-part Win-Back with: • 30% off + free shipping • Fee gift w/ next purchase • Brand promise, thanks from CEO, “You’re the best” • Early access to products
    • 49. 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
    • 50. 51 SUBMIT YOUR QUESTIONS Have questions?
    • 51. 52 BUT MARKETERS CAN STAY AGILE Code Freeze Impacts Marketers
    • 52. FREEZING THE SITE… Code Freeze is an important part of ensure the best technical user experience during your highest volume season. 53
    • 53. … DOESN’T MEAN FREEZING MARKETING But, marketers still need to remain agile and active with digital marketing technology. And tag management solutions enable this! 54
    • 54. DEFINITION 55 A tag is any snippet of code that allows you to integrate third-party services into your digital platforms An Image Tag • An I-Frame Tag • A JavaScript Code Block TYPICAL TAG EXAMPLES
    • 55. HOW DID WE GET HERE? 56
    • 56. HOW DID WE GET HERE? 57 A/B Testing Ad Networks Affiliate Marketing Analytics Chat Email Marketing Lead NurturingMarketing Automation Personalization Search Engine Marketing Visitor Remarketing Visitor Retargeting Banner AdsSocial Marketing Voice of Customer
    • 57. THE TAGGING PROCESS 58 DIGITAL MARKETER DIGITAL ANALYST BUSINESS STAKEHOLDER Request PRODUCT MANAGER DEVELOPER QA TESTER SYS ADMIN Schedule Submit Test Launch
    • 58. TAG PROLIFERATION 59 Understanding Tag Management Tools & Technology Forrester Research, 2012
    • 59. SOLUTION: UNIVERSAL TAG 60 A/B Testing Ad Networks Affiliate Marketing Analytics Banner Advertising Chat Email Marketing Lead Nurturing Marketing Automation Personalization Search Engine Marketing Social Media Marketing Visitor Remarketing Visitor Retargeting Visualization Platforms Voice of Customer
    • 60. YOUR GIFT DURING THE “FREEZE” 61 A tag management solution allows the marketers to add in new tags, pixels, etc. without impacting the site or IT • Add new technologies • Make changes and add new data sources • Avoid outages, issues and latency • Get full access to your data • Improve site speed
    • 61. #1: ADD NEW TECHNOLOGIES 62 A tag management solution allows the marketers to add in new tags, pixels, etc. without impacting the site or IT • Add affiliate network • Conversion pixels • Retargeting vendor • Any digital marketing technology 70% of marketers who use tag management solutions implement new solutions within 1 business day. - Econsultancy Survey
    • 62. #2: ADD NEW DATA SOURCES 63 Tealium allows marketer to collect new data that‟s already within reach: • From the URLs • From first-party cookies • From page meta data • From JavaScript variables What If… A campaign goes live with a typo in the URL: campagnID= instead of campaignID=
    • 63. #3: AVOID OUTAGES 64 Faulty ad pixel caused web site performance issues across Deckers‟ e-commerce network on Cyber Monday. Using Tealium, Deckers was able to instantly shut off faulty tag on Ugg.com – the only site that had deployed Tealium at that point – with click of a mouse. Deckers was able to retain 100% of their orders for the day. “Tealium paid for itself in one day.” - Nick Smotek, Deckers
    • 64. #4: FULL DATA ACCESS 65 Since Tealium / TMS sits across all your sites and mobile apps, it allows you an eagle-eye view of your data Code-free, full data set collection provides: • Deeper analysis of business questions • Auditing capabilities Work with the data in your existing infrastructure or visualize / analysis in Splunk.
    • 65. #5: IMPROVE SITE SPEED 66 Because TMS lets you load technologies only when and where you need them, marketers see improvements in site speed. Better site performance = better user experience = higher conversions.
    • 66. ABOUT TEALIUM 67 • Proven, digital marketing-savvy management team that has worked together before – CEO has taken two companies public • Most capital raised ($27M) via Battery Ventures, Tenaya, Presidio Ventures – Omniture, BazaarVoice, Marketo, ExactTarget • Over 130 employees • Largest and most agile development team (30+) • Largest education team • Fanatical about customer success RECOGNIZED AS THE GLOBAL MARKET LEADER TM Buyer’s Guide, Econsultancy, 2012 RECOGNIZED AS „HIGHLY INNOVATIVE‟ VENDOR Understanding Tag Management Tools and Technology Forrester Research, 2012 WINNER, NORTH AMERICA 100 Red Herring Tech May, 2013
    • 67. COMMUNITY OF MARKETERS 68 • Large and highly engaged user base: 5,000+ users • Most comprehensive customer education and training initiatives – Digital Velocity – Tag Management University (TMU) – Tealium Learning Community • Largest and fastest growing partner eco-system • Strategic technology integration partnerships with major data and e-commerce vendors
    • 68. WHO USES TEALIUM 69
    • 69. THE NUMBERS 70 49% 9x 100% 30 200 Increase in page load speed through checkout using Tealium IT savings ROI by using Tealium Orders saved during vendor outages on Cyber Monday Minutes spent to implement Adobe SiteCatalyst TAGS MIN
    • 70. 71 IT’S TIME FOR QUESTIONS! Thank You…
    • 71. CONTACTTEALIUM Adam Corey Director, Business Development Tealium adam.corey@tealium.com (888) 622-2050 www.tealium.com @tealium HQ: San Diego, CA Offices in UK, Germany
    • 72. AFTER THE CALL 73 • You’ll receive a copy of the eConsultancy eBook • Learn more about Tealium or see a demonstration at http://tealium.com/exacttarget
    • 73. CONTACT WINDSOR CIRCLE Andrew Pearson VP of Marketing Windsor Circle, Inc. Andrew.pearson@windsorcircle.com @arjpearson Windsor Circle, Inc. 111 E Chapel Hill Street Durham, NC 27701 (919) 822-2009 www.windsorcircle.com @windsorcircle
    • 74. 9 PILLARS OF RETENTION MARKETING AUTOMATION Webinar, Oct 3rd, 1pm http://www.windsorcircle.com/resources/webinars