Windsor Circle Webinar 9 Pillars of Reteniton Automation featuring Spangler Candy
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Windsor Circle Webinar 9 Pillars of Reteniton Automation featuring Spangler Candy

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9 Pillars of Retention Automation, Holiday Strategy, & App Demo hosted by ExactTarget, featuring Spangler Candy: ...

9 Pillars of Retention Automation, Holiday Strategy, & App Demo hosted by ExactTarget, featuring Spangler Candy:
Integrating Retail Big Data, Analyzing & Predicting Customer Lifetime Value, and Automating Email Marketing

“We sent out Windsor Circle enabled emails on 9/16/13, and the result was a 2.38x lift from our average weekday sales number (our sales skew toward the weekdays and are lower on weekends)", said Jim Knight, VP Marketing / E-Commerce at Spangler Candy (maker of Dum Dums), a joint ExactTarget and Windsor Circle client.
It was also our single highest day of revenue thus far, since our start in e-commerce in 1996.”

Windsor Circle follows up our ExactTarget Connections conference exhibit and App Theatre presentation with this in-depth, example-packed 30 minute, 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 Jim Knight 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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  • 1. App Theater Webinar Series Windsor Circle’s 9 Pillars of Retention Automation, Holiday Strategy, & App Demo hosted by ExactTarget, featuring Spangler Candy Presented by: Andrew Pearson, Windsor Circle Jim Knight, Spangler Candy
  • 2. #ETWebinar Before We Get Started… • To submit questions during the webinar, use the Q&A Chat feature to the left of your console. Questions will be answered at the conclusion of the webinar. Today’s webinar is moderated by: • Join the conversation on Twitter by using hashtag #ETWebinar #RetentionAutomation • Everyone will receive a link to a recording the presentation and a copy of resources mentioned within 2-3 business days. Nicole DelMastro Global Marketing Activation Manager, ExactTarget @ItsMeNicole
  • 3. #ETWebinar Your hosts Andrew Pearson VP of Marketing, Windsor Circle @arjpearson @windsorcircle Jim Knight VP Marketing / Ecommerce @Dum_Dums
  • 4. It’s the Customers you Keep who Count. Getting more from existing customers
  • 5. #ETWebinar 9 Pillars of Retention Automation A Customer Engagement & Lifecycle Marketing Automation Framework 1. 2. 3. 4. 5. 6. 7. 8. 9. Know Your Customers Get Connected: Permission to Retain Thank Your Customers Amaze Your Best Customers Help Your Customers Enjoy More Save Your Churning Customers Create Evangelists Listen to Your Customers Acquire Retainable Customers
  • 6. #ETWebinar Windsor Circle’s Retention Automation Platform: Connect any Ecommerce Platform to ExactTarget And more!
  • 7. Introducing Spangler Candy Present Past Spangler was founded in 1906 by Arthur Spangler. Dum Dums Candy Canes Spangler Candy 2013 •Headquartered in Bryan, Ohio •Over 500,000 square feet •600 Employees Saf-T-Pops Circus Peanuts
  • 8. •Spangler Candy started our web site in July 1997. •Spangler Candy added e-commerce in May 1998. •Spangler Candy signed with Exact Target in April 2005. •Spangler Candy signed with Windsor Circle in November 2012. Mattea St. John - E-Commerce & Social Media Manager Spangler Candy Company 4 ½ years Jim Knight - VP- Marketing/E-Commerce Spangler Candy Company 17 years
  • 9. Data-driven Marketing Works “We sent out Windsor Circle enabled emails on 9/16/13, and the result was a 2.38x lift from our average weekday sales number (our sales skew toward the weekdays and are lower on weekends). It was also our single highest day of revenue thus far, since our start in ecommerce in 1996.” - Jim Knight, VP Marketing / E-Commerce, Spangler Candy
  • 10. 5 Trivia Questions, 5 Winners!
  • 11. #1: Know your Customers Use Windsor Circle analytics to understand customer lifetime value
  • 12. Can you identify your last-minute holiday shoppers? Purchase history is incredibly valuable for predicting behavior.
  • 13. Do you Know Their Birthdays? Profile data is incredibly valuable for personalizing engagement.
  • 14. #ETWebinar Template Template Template
  • 15. #ETWebinar Know Your Customers • Ongoing RFM analysis • Identify customer segments • Predict customer lifetime value • Determine lifecycle stages & timing • Build personas & personalize messaging > So you can automate retention marketing
  • 16. #2: Get Connected (Permission to Retain) Get the email address, then welcome new subscribers and new customers.
  • 17. Welcome New Subscribers to your Brand Results: Over 50% Open Rate 18% Click Throughs 2% Conversions Windsorcircle.com/results
  • 18. Welcome Series ExactTarget Triggered Email Subject: Welcome to the Dum Dum Digest! 42.9% Open Rate 14.2% Click-thru Rate Start date: Jul 2010
  • 19. Welcome Series ExactTarget Triggered Email Subject: Welcome to Candy2Business! 50% Open Rate 19.3% Click-thru Rate Start date: Jul 2010
  • 20. Automating Welcome Series in ExactTarget Trivia: How many millions of Dum Dums are made each day?
  • 21. #3: Thank your Customers Convert shoppers to repeat buyers with a warm thanks
  • 22. Post Purchase Thank You We bought green pants, we got a thank you email from the CEO
  • 23. Welcome New Customers to your World
  • 24. Spangler Candy New Customer Welcome Windsor Circle Single Send Sep 2013 Subject: Thanks for your Recent Purchase! 45% Open Rate 7.7% Click-thru Rate Start date: 9/16/2013 *Customers purchasing from Feb. 1st forward
  • 25. #ETWebinar Convert Shoppers into Repeat Buyers Windsor Circle client Annemarie Gianni Skin Care uses on-site “smart offers” based on clickbehavior to offer a $10 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
  • 26. Triggered Emails Drive Results Days After Sample Kit Open Click 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 Subject Line Offer
  • 27. #4: Amaze Your Best Customers Reward loyalty
  • 28. Best Customer Emails Exact Target Single Send March 2012 Subject: Sign Up and Receive 20% Off! 26% Open Rate 8.5% Click-thru Rate Start date: Mar 2012 Any customer that purchased in 2011.
  • 29. #ETWebinar Special Rewards for VIPs 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 Average Order Value (AOV) 659% 89%
  • 30. #5: Help Your Customers Buy More Recommend, replenish
  • 31. Automated Replenishment Emails Based on date the customer is predicted to use up their last order 5x Increase In Conversion Rates
  • 32. Emails to Last Year’s Holiday Shoppers
  • 33. Automated “Hot Combo” Emails
  • 34. Automated Replenishment Campaigns
  • 35. #ETWebinar Spangler Candy Holiday Opportunities • Big spenders segment • Candy cane segment • Mini-candy cane segment Trivia: Which candy cane variety is the Windsor Circle Client Success team salivating over?
  • 36. #6: Save Your Churning Customers Holidays is the perfect opportunity to win back your latent best
  • 37. #ETWebinar Win Back Latent Best Customers 16.2 % Higher Open Rates Than List Average
  • 38. Win Back Campaign Windsor Circle Single Send Sep 2013 Subject: We've Missed You! 29.9% Open Rate 8.8% Click-thru Rate Start date: 9/16/2013 *Any customer who purchased Feb. 1, 2013 or before (3 years back)
  • 39. Win Back Results Windsor Circle - Single Send 9/16/2013 Results Subject: We've Missed You! 2.38x lift from our average weekday sales number Single highest day of revenue, since start in e-commerce in 1996.
  • 40. Win Back Campaign Rules Trivia: What kinds of sugar are used in Spangler products?
  • 41. Win Back Campaign Rules 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
  • 42. #7: Create evangelists Your very best customers drive purchases through public loyalty. Find them. Motivate them. Reward them.
  • 43. #ETWebinar Find Evangelists via Social Contests work. Trivia: How many steps are in the Dum Dum Lollipop production process?
  • 44. Build Loyalty by Going the Extra Mile
  • 45. Stay Relevant: Spangler Candy New Email Design
  • 46. #8: Listen to Your Customers From click behavior to A/B testing, reviews to net promoter scores
  • 47. #ETWebinar Find your “Net Promoters” 53
  • 48. Ask for Reviews Trivia: When was Spangler Candy founded?
  • 49. #9: Acquire Retainable Customers Use historical order data to ID best acquisition channels
  • 50. #ETWebinar Acquire Retainable Customers Analyze historical order data to ID marketing channels which produce high lifetime value Then, predict CLV based on acquisition channel, profile, persona, products, etc…
  • 51. email
  • 52. 58
  • 53. Retention Automation Get more from existing customers
  • 54. #ETWebinar Joint Windsor Circle / ExactTarget Clients We sent out Windsor Circle enabled emails on 9/16/13, and the result was a 2.38x lift from our average weekday sales number (our sales skew toward the weekdays and are lower on weekends). It was also our single highest day of revenue thus far, since our start in e-commerce in 1996. - Jim Knight, VP Marketing / E-Commerce, Spangler Candy "Case-Mate adopted Windsor Circle's customer retention analytics App to expand the insights we can gain from our eCommerce data, and identify customer retention and automation opportunities that we can implement using ExactTarget“ - Ruth DeFeo, Case-Mate Senior Manager, Ecommerce. “We had a lot of great customer data locked up in our order management system, and we knew that repeat customers were much more valuable than one-time buyers. But we didn't have the resources to develop a good RFM model, or to automate the data transfer to ExactTarget. Windsor Circle stepped in and provided all those things, plus the kind of personalized, consultative assistance you would expect from an agile, "boutique" type vendor.” - James Witmer, Retail Marketing Director, InkPixi.com 60
  • 55. #ETWebinar ET100 Special Offer Free 6 mo. Windsor Circle Subscription • Data-Plus Integration: 30+ data fields • Customer Analytics Account • Up to 1MM Records • Any eCommerce platform • No obligations Windsorcircle.com/et100
  • 56. #ETWebinar Q&A
  • 57. #ETWebinar Q&A: 9 Pillars of Retention Automation A Customer Engagement & Lifecycle Marketing Automation Framework 1. 2. 3. 4. 5. 6. 7. 8. 9. Know Your Customers Get Connected: Permission to Retain Thank Your Customers Amaze Your Best Customers Help Your Customers Enjoy More Save Your Churning Customers Create Evangelists Listen to Your Customers Acquire Retainable Customers
  • 58. 10 Steps to Make Dum Dums
  • 59. For more webinars visit www.exacttarget.com/webinars www.windsorcircle.com/webinars
  • 60. Thank you!