The document discusses Artbeads.com's email marketing strategies for customer retention. It outlines a marketing calendar that segments customers into groups like new customers, repeat buyers, and lapsed customers. The calendar then maps out a series of automated emails for each segment, such as welcome emails, purchase reminders, cross-sells, and win-back campaigns for lapsed customers. The goal is to drive customer engagement and repeat purchases through personalized, segmented messaging.

2. Cortney
Wright
|
Artbeads.com
Cortney
Wright
Vice
President
Artbeads.com
Gig
Harbor,
WA
IR
#
488

3. Artbeads.com
Stocks
a
Wide
Variety
of
Products

4. Artbeads.com
Stocks
a
Wide
Variety
of
Brands

5. Andrew
Pearson
Windsor
Circle
VP
of
MarkeEng
@arjpearson
@windsorcircle
www.windsorcircle.com

6.
Our
Agenda
Reten%on
Examples
Plan

7. Repeat
buyers
=
8%
of
site
visitors,
but
41%
of
revenue

9. Enterprise
Data
Feeds:
Data
updated
con%nuously
into
custom
fields
or
rela%onal
tables
in
your
email
so;ware
and
more
Guaranteed
eCommerce-­‐to-­‐ESP
Integra%ons:
and
more

10. Ini%aliza%on Op%miza%on Reten%on
Automa%on
Win
by: • Volume • Content • Data
Key
Metrics: • List
Size
• Send
Volume
• Opens
• Clicks
• Conversions
• Engaged
Subscribers
• Churn
Key
Ac%vi%es: • Build
list
• Send
frequently
• Frequent
Sends
• Content
CreaEon
• Dashboard
and
ReporEng
• Contact
Strategy
• RFM
Analysis
• Market
Basket
Analysis
ESP
Selec%on: • Cost • BeTer
Feature
Sets
• Cost
• Integra%on
• Segmenta%on
• Automa%on
Segmenta%on: • None • Available
but
Limited • Advanced
• Purchase
history
• Web
history
Automa%on: • None • None • Post
Purchase
Welcome
Series
• Win
Back
Campaigns
• Cross
Merchandizing
• Reviews
The
3
Stages
of
Email
MarkeEng

11. Old School Marketing: A 1st Time Buyer’s Path
Customer makes
1st purchase
Receives a
welcome email
Receives mass-
marketing emails
Never makes a 2nd
purchase, &
unsubscribes
Artbeads.com
Social
Events
Direct
Paid
Organic
Print
Email
Sign
Up
Welcome
Program
Welcome
#1
Welcome
#2
Welcome
#3
Welcome
#4
Email
Sign-­‐Up
Purchase

12. Purchase
Marke%ng
Calendar
From
Welcome
to
Purchase
1
to
Purchase
2
Product
Category
Coupon
Reminder
Segmented
Promo%ons:
Welcome
#1
Welcome
#2
Welcome
#3
Welcome
#4

13. Drive
Repeat
Buying
Behavior
Subject:
Remember
that
Card
in
Your
Last
Package?
Rules:
• Sent
to
customers
who
ordered
in
the
previous
month
– (they
received
this
physical
coupon
w/
prior
order)
• Sent
just
before
coupon
expires
Drives
repeat
buying

14. Purchase
Marke%ng
Calendar
From
Welcome
to
Purchase
1
to
Purchase
2
Product
Category
Coupon
Reminder
Segmented
Promo%ons:
Welcome
#1
Welcome
#2
Welcome
#3
Welcome
#3
Post
Purchase
#2
Post
Purchase
#3
Post
Purchase
#1

15. Educate
about
the
Product
Launched
in
December
2014
76%
26.4%
Open
Rates
Click
Rates
Rules:
• Last
Order
contains
“Crimps”
• X
Days
ader
Last
Order
Date

19. Purchase
Marke%ng
Calendar
From
Welcome
to
Purchase
1
to
Purchase
2
Product
Category
Coupon
Reminder
Segmented
Promo%ons:
Cross
Sell
Welcome
#1
Welcome
#2
Welcome
#3
Welcome
#3
Post
Purchase
#2
Post
Purchase
#3
Post
Purchase
#1

20. Make the
Cross-Sell
Launched
January
21,
2015
Rules:
• Last
order
contains
“Product
X”
• Y
days
ader
last
order
User
Generated
Content:
• Quote,
images

21. Purchase
Marke%ng
Calendar
From
Welcome
to
Purchase
1
to
Purchase
2
Product
Category
Coupon
Reminder
Segmented
Promo%ons:
Replenishment
Cross
Sell
Welcome
#1
Welcome
#2
Welcome
#3
Welcome
#3
Post
Purchase
#2
Post
Purchase
#3
Post
Purchase
#1

22. Running
since
July
2013
53%
1%
Open
Rates
Click
Rates
Replenish
What’s out
Rules:
• Last
Order
contains
“ZambaPro
Jewelry
Wire”
• X
Days
ader
Last
Order
Date
or
• Y
Days
before
Predicted
Replenishment
Date

23. Purchase
Marke%ng
Calendar
From
Welcome
to
Purchase
1
to
Purchase
2
Product
Category
Coupon
Reminder
Segmented
Promo%ons:
Replenishment
Birthday
Cross
Sell
Welcome
#1
Welcome
#2
Welcome
#3
Welcome
#3
Post
Purchase
#2
Post
Purchase
#3
Post
Purchase
#1

24. Celebrate
the Birthday
Sent
each
year
if
we
have
a
birthday
recorded
for
the
customer
70.2%
14.6%
Open
Rates
Click
Rates

25. Purchase
Marke%ng
Calendar
From
Welcome
to
Purchase
1
to
Purchase
2
Product
Category
Coupon
Reminder
Segmented
Promo%ons:
Birthday
Replenishment
Anniversary
Cross
Sell
Welcome
#1
Welcome
#2
Welcome
#3
Welcome
#3
Post
Purchase
#2
Post
Purchase
#3
Post
Purchase
#1

26. Remember the
Anniversary
Sent
each
year,
1
year
ader
first
purchase
date
• Different
creaEve
each
year
• Varying
thank
you
offers
Subject:
[FIRST
NAME],
an
anniversary
gid
just
for
you

27. RFM
Segments
RFM
R1M1F1:
Best
Customers
RxFxM1:
Big
Spenders
R1F4M1:
New
Spenders
Purchase
RFM
Purchase
Marke%ng
Calendar
AutomaEc
SegmenEng
by
Customer
Score

28. Reward
your
Best
Launched
in
December
2012
Subject:
FIRST
NAME,
You’re
the
Best
Rules:
• Sent
2
weeks
ader
select
large
sales
• To
“Best
Customers”
defined
by
Windsor
Circle
data
• Who
did
NOT
order
during
the
big
sale
• Includes
coupon
code
again
(new
coupon
code,
ex
20%
off)

29. RFM
Segments
RFM
R1M1F1:
Best
Customers
RxFxM1:
Big
Spenders
R1F4M1:
New
Spenders
Win
Back
#1
Win
Back
#2
Win
Back
#3
R4F1M1:
Churning
Customers
Purchase
RFM
Purchase
Marke%ng
Calendar
AutomaEc
SegmenEng
by
Customer
Score

30. Joe – Semi-Annual Buyer
Welcome emails
1-
21
Cross Sell - Bails35
4 Post Purchase Education
Product Replenishment135
Best Customer
Coupon Reminder215
40
2nd purchase
$140 – Bails, Chain
80
3rd purchase
$50 – Jewelry Wire
140
4th purchase
$120 - Refill on Wire
0
1st purchase
$25 - Wire, Beads
Days
Welcome email 11
5 Welcome 2: Social Connection
Coupon Reminder40
Marketing Calendar
Marketing Calendar
…
366
3rd purchase
$205 – Swarovski Crystal
How
Data
Can
Drive
Personalized
Lifecycle
Marke%ng
Survey110
Birthday Email67
365 Anniversary Email
Welcome 3: Learning Center14
Welcome 4: Ways to Save21
46
2nd purchase
$65 - Resin
Days
0
1st purchase
$240 –Swarovski Crystal
Becky – Recommend & Reward!

31. Data Drives Results for Artbeads.com
0%
10%
20%
30%
40%
50%
60%
70%
80%
Open
Rate
Click
Rate
Non-WC All WC Product Education Replenishment Birthday
57.5% Open
Rate
5.6% Click
Rate
Automated, Personalized Standard Promotions
20.3% Open
Rate
4.1% Click
Rate
+ 183%
Increase in
Opens
+ 37% Increase in
Clicks

32. 9
Pillars
of
Customer
RetenEon
ANALYZE
CONNECT THANK
REWARD
GET MORE
WIN BACKEVANGELIZE
LISTEN
ACQUIRE

33. APPENDIX

34. 34
Retention,
Perfectly
Brewed
How CoffeeForLess makes $1MM+ a year
from Data-Driven Lifecycle Emails

35. 35
Retention, Perfectly Brewed
Working Person’s Store
makes over $1MM a year
by personalizing product
recommendation emails
Heavy Duty
Personalization

36. 36
Smooth Segmentation
SkinMedix sees over 50x ROI by
segmenting weekly emails and
automating customer retention

37. 37
MILLION DOLLAR CIRCLE
Driving Real ROI from Retention Automation
50x
ROI
Congratulations to these 3 retailers making over
$1MM a year from Retention Automation
66%
125%
increase
in
opens
increase
in
clicks
3x
the
opens

38. 38
Download the Case Studies Today
www.windsorcircle.com/onemillion

39. 39
How-To Guides
Windsorcircle.com/resources#how-­‐to-­‐guides