Whether you love it, hate it, or love to hate it, email is essential to the success of your e-Commerce business. And if you’re still sending “batch and blast” emails to your subscribers, then you’re missing out on valuable revenue. In 30 minutes we’ll cover 50 examples of ways you can (and should) send highly personalized, automated emails you can implement immediately.

1. The Top 50 Campaigns of 2016
(And the Must-Have Automators and Triggers Powering Them)
June 28, 2016

2. Your Hosts
Greg Ives
Product Marketing Manager
Windsor Circle
Don Sedota
VP of Product
Windsor Circle

3. Today’s Takeaways
 Overview of Audience Segmentation
 Your 50 Must-Have Campaigns
 How We Do It
 Q&A

4. A Brief Introduction

5. Windsor Circle is a Predictive Lifecycle and
Retention Marketing Platform that Helps You Grow
Customer Lifetime Value

6. Where We Fit In
eCommerce Platform Email Marketing

7. Complete Lifecycle Marketing

8. Audience Segmentation: 101

9. Target Marketing Without Limits
Stand out from the noise
Deliver a better customer experience
Generate brand loyalty
It’s highly profitable

10. The Key Ingredients
 Customer Data
 Amount Spent
 Predictive Gender
 Purchase Dates (first, last, etc)
 Predictive Order Dates
 Categories of Interest
 Product Data
 Order Data
 Customer Scoring
 Browse/Onsite Behavior

11. The Key Ingredients
 Customer Data
 Product Data
 Name, SKU, Store ID
 Brand
 Parent Category
 Number of Products
 Order Data
 Customer Scoring
 Browse/Onsite Behavior

12. The Key Ingredients
 Customer Data
 Product Data
 Order Data
 Order Amount
 Billing Address
 Shipping Address
 Coupon Code
 Customer Scoring
 Browse/Onsite Behavior

13. The Key Ingredients
 Customer Data
 Product Data
 Order Data
 Customer Scoring
 Recency
 Volume of Orders
 Total Spent
 AOV
 Browse/Onsite Behavior

14. The Key Ingredients
 Customer Data
 Product Data
 Order Data
 Customer Scoring
 Browse/Onsite Behavior
 Anonymous Browsing
 Known User Browser
 Products Browsed
 Category Browsed
 Site Search

15. Our Formula for Success
 Relational tables create countless
segment combinations
 Add in multiple layers of predictive
marketing
 Apply segmentation to your automated
campaigns
 The right content is sent to the right
person at exactly the right time
 Your performance data becomes
extremely insightful

16. The Top 50

17. Turn Pageviews into Revenue:
Browse Abandonment
Trigger an email campaign when:
1. …products within the same category have been
viewed more than twice
2. …products that contain parts of a certain SKU
are viewed
3. …a product or category is browsed for at least a
specified amount of time

18. Turn Pageviews into Revenue:
Browse Abandonment
Or suppress an email campaign when:
4. …the site browsers live outside of the
continental US.
5. …products with a price higher than
$_x_ are viewed
6. …someone performs a site search for
a specific product

19. Recapture Lost Sales:
Cart Recovery
Trigger an email campaign when:
7. …when multiple products from the
same category are left behind
8. …when a left-behind product’s SKU
contains _x_
Send a bigger incentive when:
9. …my best customers abandon a cart
10.…the price of a product exceeds $_x_
33% Recovery Rate, 62% Open Rate, 24% CTR

20. Recapture Lost Sales:
Cart Recovery
Trigger an email campaign with special
messaging when:
11.…a non-purchaser leaves a product
behind
12. …someone tries to “game the system”
for incentives
(Saw 32% average open rate and 6% click rate)

21. Turn One-Time Buyers into
Loyal Customers: First
Purchase
Send a special message/coupon when:
13. …the customer spends more than
$_x_
14. …the customer purchases multiple
products
Average 37% open rate and 5% click rate.

22. Turn One-Time Buyers into
Loyal Customers: First
Purchase
Send a special message/coupon when:
15. …the product is from a specific
category or is a specific SKU
16. …the product was browsed/searched
multiple times before the first purchase
(Generated a 1,200% increase in revenue versus
former non-segmented campaign)

23. Keep Your Customers:
Win Back
Trigger an email campaign:
17. …based on the number of previous
purchases (1-2x, 3x+)
18. …when the last product purchased
costs at least $_x_
19. …when a customer has exceeded
his/her predicted order date by _X_
days/weeks
(Saw 53% lift in opens and 114% increase in clicks
versus their non-segmented campaign)

24. Keep Your Customers: Win Back
Send a special incentive when:
20.…the customer has an AOV above
$_x_
21.…the last product purchased is from a
high value category/brand

25. Reward Loyalty: Best Customer
Send a special message/reward when:
22.…customers live within the same zip
as one of your brick & mortar stores
23.…customers are part of your
“member’s club”

26. Reward Loyalty:
Best Customer
Send a special message/reward when:
24. ...customers are close to reaching
(VIP/Elite status) based on AOV or
Total Spend
25. …Pre-Sales Event Invitation/Coupon
Code for Best Customers
(Sees 3.5x the opens and 4.3x the clicks compared to
one-off, promotional emails.)

27. Perfectly-Timed Reminders:
Predictive Replenishment
Trigger a replenishment email campaign:
26.…only when products from a specific
category or brand are purchased
27. … when products that contain part or all
of a SKU are purchased
28.…only when the total price of a
product(s) is greater than $_x_
(Average open rates of 35% with click rates of 5%)
“We were thrilled to make over half a million dollars in revenue in
six months using data-driven lifecycle marketing powered by
Windsor Circle.”
Ben Kirshner
CEO - CoffeeForLess

28. Perfectly-Timed Reminders:
Predictive Replenishment
Trigger a replenishment email campaign:
29.…With a “frequently bought together”
product for potential upsell
30. ...With another “top performing” product
from the same category
“Windsor Circle's Replenishment Automator has made fulfilling the
ongoing needs of our customers easy. The ability to serve emails
based on individual usage rates, versus those of the masses, is
truly a game-changer. ”
Jackie Delaney
USCutter

29. Perfectly-Timed Reminders:
Predictive Replenishment
Send a special message/reward when:
31. ...you have expiring inventory on hand
32. ...new sizes/quantities are availble for the
purchased items
33. …to incentize joining a rewards program
(This campaign delivered a $1.47 RPE)

30. Perfectly-Timed Reminders:
Predictive Replenishment
Send a special message when:
34.…to incentize mid cycle ratings and
reviews for certain products/categories
35. ...promoting seasonal variations of the
replenishable product
“We blew away email goals towards the end of last year with
replenishment and cart abandonment. Email and retention have
been the rock stars of our marketing program, so we’re excited
about where things will go from here. ”
Jeff McRitchie
VP of Marketing - MyBinding

31. Deliver Better Content:
Customer Education Series
36. Product Education (Guides, Videos, Tips)
(Resulted in a 274% increase in opens and a 544% rise in clicks)
(Guide email saw 67.8% open rate, 38% CTR)

32. 37. Free Shipping Reminders/Conditions
38. New Product Release
39.Company/Brand Reinforcement Campaign
Deliver Better Content:
Customer Education Series
“Automation and having a reliable partner, like Windsor Circle, is
especially valuable for a small/mid-size business like ours. The
automation takes a ton of work and time off our hands and works
while we sleep!”
Tygh Bailes
Founder - Pennington & Bailes

33. Smarter Automation:
Predictive Campaigns
40. Predictive Order Reminders (Pre-
Win Back)
41. Gift Givers - Predicted Gender
42. Stand-Alone Dynamic Product
Recommendations

34. Celebratory Incentives
43. Segmented Post-Purchase Thanks
43. Purchase Anniversary Series
44. Birthday Wishes
(246% rise in opens, 256% increase in clicks versus
standard promotional email)

35. Helpful Reminders
46. End of Day Sale Reminder
47. Purchase Reminder – Top Sellers
from Category
48. Accessory/Related Item Upsell
49.Post Purchase Survey Reminder
(Average 37% open rate and 5% click rate.)
“Windsor Circle has delivered. You see it in the numbers. I do
believe it's the single best thing we do on a daily basis.”
Phil Masiello
Co-Founder & CEO - 800razors.com

36. And finally…
50. Build Your Own Custom Automated Campaign
for Your Unique Needs

37. Quickly Create Solutions for Your Specific Needs
Custom Campaign Automation allows you to:
 Create, manage and anaylze almost any type of
campaign you can imagine
 Save valuable time and resources
 Reach customers at every stage of the lifecycle

38. Questions?
(or send to greg.ives@windsorcircle.com)
Thank you!

39. Reminder: The Holidays are Coming!
Be Sure to Get Started with Windsor Circle by July
31
windsorcircle.com/starthere