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How evo used data-driven personalization to acquire more traffic and retain more customers
The document outlines strategies for enhancing customer retention and engagement in e-commerce, focusing on personalized lifecycle marketing driven by data. It highlights the significance of efficient email marketing campaigns, including welcome series and win-back strategies, to increase repeat purchases and overall revenue. Additionally, it features case studies of successful retailers leveraging automation and segmentation to achieve substantial ROI from their marketing efforts.
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How evo used data-driven personalization to acquire more traffic and retain more customers
- 4. Nathan Decker Ecommerce Manager EvolucionInnovations nathan@evo.com www.evo.com
- 5. Seattle | Portland| evo.com
- 6. evo.com Stocks aWide Variety of Brands
- 7. Andrew Pearson Windsor Circle VPof Marketing @arjpearson @windsorcircle www.windsorcircle.com
- 8. Repeat buyers =8% of site visitors, but 41% of revenue Source: Adobe Loyal Shopper’s Report April 2013 Source: Adobe Loyal Shopper’s Report April 2013
- 10. Enterprise Data Feeds: Dataupdated continuously into custom fields or relational tables in your email software and more Guaranteed eCommerce-to-ESP Integrations: and more
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- 19. 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 evo.com Social PLADirectPaidOrganic Store Email Sign-Up Welcome #1 Welcome #2 Welcome #3 Email Sign Up Welcome Program
- 20. Joe – Winhim back! Welcome email Brand recommendation 1 15 5 Post purchase thank you Product Education Series67 Product Recommendation135 Best customer email (sent after trigger) 215 40 2nd purchase $560 – Ski Boots 80 3rd purchase $50 - Socks 140 4th purchase $240 - Jacket 0 1st purchase $75 Goggles Days No purchases Welcome email1 5 Post purchase thank you Product recommendation10 Brand recommendation25 Win-back email 1 Win-back email 2 Win-back email 3 80 92 125 135 2nd purchase $120 - Jacket Days 0 1st purchase $240 – Jacket, Gloves Sally – Recommend & Reward! How Data Can Drive Personalized Lifecycle Marketing Survey110
- 21. Utilizing Purchase Historyto Retain Customers & Lift Revenue 58% 25% Open Rates Click Rates
- 22. 1. Guide toTrying on Your Boots Email subject: Ski Boot Guide – Part 1 Open rate: 67.8% Click rate: 38% Why this works: Relevant Image Clear CTA
- 23. 2. How-to Video Emailsubject: Ski Boot Guide – Part 2 Open rate: 56% Click rate: 25% Clear header Strong image Simple text including link to information from Email 1 Clear CTA
- 24. 3. Ski BootGuide – Part 3 Email Subject: Ski Boot Guide – Part 3 Open rate: 49% Click rate: 8% Mentions purchased product Use of engaging image Clear CTA Why this works:
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- 29. Data Drives Results 3.2 9.6 Timesthe Open Rates Times the Click Rates
- 30. 30 Precision Timing How evoSaw 3.2 Time the Opens & 9.6 Times the Clicks with Automated How-to Guides WindsorCircle.com/LiftYourRevenue
- 31. Initialization Optimization RetentionAutomation Win by: • Volume • Content • Data Key Metrics: • List Size • Send Volume • Opens • Clicks • Conversions • Engaged Subscribers • Churn Key Activities: • Build list • Send frequently • Frequent Sends • Content Creation • Dashboard and Reporting • Contact Strategy • RFM Analysis • Market Basket Analysis ESP Selection: • Cost • Better Feature Sets • Cost • Integration • Segmentation • Automation Segmentation: • None • Available but Limited • Advanced • Purchase history • Web history Automation: • None • None • Post Purchase Welcome Series • Win Back Campaigns • Cross Merchandizing • Reviews The 3 Stages of Email Marketing
- 32. Welcome #1 Welcome#2 Welcome #3 Purchase Post Purchase Post Purchase #2 Post Purchase #3 Marketing Calendar From Welcome to Purchase 1 to Purchase 2 Non Purchasers Category Brand Affinity Regional Segmented Promotions: Brand Recommendation Contest Review Request Social Comms
- 33. RFM Segments RFM R1M1F1: BestCustomers RxFxM1: Big Spenders R1F4M1: New Spenders Win Back #1 Win Back #2 Win Back #3 R4F1M1: Churning Customers Purchase RFMPurchase Marketing Calendar Automatic Segmenting by Customer Score
- 34. Understanding Customer Latency– evo.com Average Latency (All Customers) 2011: 153 Days 2012: 174 Days 2013: 194 Days Median Latency 2011/12 Season All customer: 25 days Best customers: 33 days 2012/13 Season All customer: 25 days Best customers: 20 days 2013/14 Season All customer: 30 days Best customers: 46 days
- 35. 9 Pillars ofCustomer Retention ANALYZE CONNECT THANK REWARD GET MORE WIN BACKEVANGELIZE LISTEN ACQUIRE
- 36. Contests: • Email acquisition •Brand loyalty • Co-marketing
- 39. Social Media: • Highlight“evoCollective” • Core Values • Culture
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- 44. 44 Retention, Perfectly Brewed How CoffeeForLess makes$1MM+ a year from Data-Driven Lifecycle Emails
- 45. 45 Retention, Perfectly Brewed WorkingPerson’s Store makes over $1MM a year by personalizing product recommendation emails Heavy Duty Personalization
- 46. 46 Smooth Segmentation SkinMedix seesover 50x ROI by segmenting weekly emails and automating customer retention
- 47. 47 MILLION DOLLAR CIRCLE DrivingReal 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
- 48. 48 Download the CaseStudies Today www.windsorcircle.com/onemillion
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Editor's Notes
- #9 Source: Adobe Loyal Shopper’s Report April 2013
- #13 Events Almost every event benefits a charity. Monthly art galleries at our stores, usually featuring the artists of brand partners and sometimes including a repaint of the side of our building(s). Exhibit A, January: http://culture.evo.com/2014/12/in-progress-spacecraft-january-seattle-gallery/ http://culture.evo.com/2014/12/oil-and-water-armada-january-portland-gallery/ Exhibit B (this one coincided with a repaint of our South Wall in Seattle): http://culture.evo.com/2014/07/arts-and-crafts-mike-kershnar-element/ http://culture.evo.com/2014/09/south-wall-interview/ We also regularly host education / Shopping / Social events targeting a variety of demographics; these aim to establish evo as a community “hub” of action sports in our region(s), to draw new customers/exposure and remain relevant to evo devotees. Often these focus on safety and awareness as well. Here are a few examples: http://culture.evo.com/2014/11/wine-wax-ladies-night-she-jumps/ http://culture.evo.com/2014/02/singles-night-evo/ http://culture.evo.com/2014/03/know-the-snow-video-contest/ Athletes and Team The evo collective is a team of athletes and other influencers that we partner with (ie sponsor) to promote not only evo and the sports we represent but our core values. We get amazing content from our collective and reach a very “core” audience. It’s a great way to invest in building the sports we represent and increasing our relevance: http://culture.evo.com/2015/01/core-values-respect-kimmy-fasani/ http://culture.evo.com/2015/01/core-values-balanced-ambition-eric-pollard/ http://culture.evo.com/2011/04/nimbus-independent-webisode-en-route-approach/ Giveaways http://culture.evo.com/2013/10/win-icelantic-skis-and-a-trip-to-denver/ http://culture.evo.com/2012/02/winter-x-games-the-north-face-takes-evo-our-contest-winners-to-aspen/ http://culture.evo.com/2012/11/win-evos-super-ultimate-armada-skis-trip-to-mammoth-mountain/ evoTrip These are amazing, cultivated experiences where we host small groups to ski in exotic destinations. Though a limited few can go, it is an aspirational cornerstone weaved throughout our marketing mix. Some of the social media content we get from travelers who go is amazing. http://culture.evo.com/2014/04/33-reasons-go-evotrip-chile/ http://culture.evo.com/2013/05/2014-evotrip-japan-book-now-save-500/
- #20 The customer lifecycle for evo is similar to that of many online retailers. Before we set out to build a good email retention program, we sat down to map out our customer lifecycle. Here is what we found: First, we use six primary channels to get customers to evo.com. We have a physical store in Seattle, and that does create a lot of cross-channel customers for us, so I included that too. Once we get the person on our website, we use a prominent email sign-up form on all pages of the site to entice them to sign up for our email program. When people sign up for email, they are enrolled in a welcome series for new subscribers. We’ve tested the welcome emails with and without coupons, and I will talk about the results of that more later on.
- #33 Clean -