Predict Their Gifts -Moms, Dads, Grads Webinar Slideshare
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Last year, retailers raked in over $37 billion in revenue from Mother's Day, Father's Day, and Graduation. For some retailers, Spring is your holiday season, for others, this is your best chance to re-enage shoppers who haven't purchased since the 2014 holidays. This slide share walks through customer segments to target using relational tables and advanced segmentation, specific messaging & best email cadence, best practices, tips & tricks.
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Predict Their Gifts -Moms, Dads, Grads Webinar Slideshare
- 2. Speakers Andrew Pearson, VP of Marketing Polly Flinch Content Marketing Manager
- 3. • By the numbers • Spring email strategy • Segments • Messaging • Email cadence • Questions Agenda
- 4. By the Numbers Last Year…. 0 5 10 15 20 2014 Revenue in Billions Revenue in Billions Last Spring… $162.9 $113.80 $97.79 Average Order Value Mother's Day Father's Day GraduaBon Spring is the 2nd largest quarter in retail
- 5. • Lots of untapped opportunity • Bottom line: Time to broaden your reach! What does this tell us?
- 7. Spring Email Strategy Segments Who is your target audience
- 8. Spring Email Strategy Segments Who is your target audience Messaging Are you using a theme? Types of promotions?
- 9. Spring Email Strategy Segments Who is your target audience Messaging Are you using a theme? Types of promotions? Product Knowledge Cross-sell opportunities Margins Product categories
- 10. Spring Email Strategy Segments Who is your target audience Messaging Are you using a theme? Types of promotions? Product Knowledge Cross-sell opportunities Margins Product categories Timing How often do you want to engage? Timing based on segments
- 11. Spring Email Strategy Segments Who is your target audience Messaging Are you using a theme? Types of promotions? Product Knowledge Cross-sell opportunities Margins Product categories Timing How often do you want to engage? Timing based on segments Data What did you do last year? Failures? Wins? Purchase history
- 12. Key Segments
- 13. Key Segments Last Year’s Buyers By Date
- 14. Identify Last Year’s Buyers Mother’s Day Father’s Day Order Date ≥ 04.11.2014 Order Date ≤ 05.09.2014 * Order Date ≥ 05.15.2014 Order Date ≤ 06.13.2014 *
- 15. Key Segments Last Year’s Buyers By Date Last minute buyers from last year
- 16. Identify Your Last Minute Buyers Mother’s Day Father’s Day Order Date ≥ 05.04.2014 Order Date ≤ 05.09.2014 * Order Date ≥ 05.15.2014 Order Date ≤ 06.13.2014 *
- 17. Key Segments Last Year’s Buyers By Date Last minute buyers from last year Interested subscribers
- 18. Identify Your Interested Subscribers Send holiday specific email to your subscribers who have never made a purchase Identify subscribers who opened & clicked through but did not make a purchase Enroll this segment of “interested subscribers” in a holiday specific campaign
- 19. Key Segments Last Year’s Buyers By Date Last minute buyers from last year Interested subscribers Product History Purchase by date range*
- 20. • This segment can be harder to identify, but can have enormous value. – Identify products or categories that indicate a Mother’s Day, Father’s Day purchase – Segment: Product/Category & Date Range Segment Mother’s Day Purchased X product OR Category Made purchase between 04.11.14 & 05.09.14 * Father’s Day Purchased X product OR Category Made purchase between 05.15.14 & 06.13.14 *
- 21. Product & Date Range Segment
- 22. Product & Date Range Segment
- 23. What if I don’t have obvious products for Mother’s Day, Father’s Day or Graduation?
- 24. Bookstore
- 25. Bookstore
- 26. Bookstore How to leverage: Segment 1: Anyone who has purchased these • Product recommendation of related item Segment 2: Anyone who has not purchased these • Recommend these products!
- 27. Specialty Store
- 28. Specialty Store
- 29. Specialty Store How to leverage: Segment 1: Anyone who has purchased these • Product recommendation of related item Segment 2: Anyone who has not purchased these • Recommend these products!
- 30. Messaging
- 32. Last Year’s Buyers Update Header Update Bonus Gift
- 34. Product Recommendation Updated Text With Product Recommendation
- 35. Timing
- 36. Mother’s Day Timing EASTER Campaign: Segmented promotional email Segment 1: Last Year’s Buyers • Mother’s Day Promotion, pull in dynamic product recommendations (if applicable) Segment 2: Non-Purchasers & All Others • General Mother’s Day Promotion Suppression list: Anyone who has purchased since 4/8/15
- 37. Mother’s Day Timing EASTER Campaign: Gift Guide Segment 1: Customers with Product or Category Data • Create gift guides for each of your core products and/or categories; or dynamic rec’s Segment 2: Interested Subscribers & All Others • Gift guide featuring your top products Suppression list: Anyone who has purchased since 4/8/15
- 38. Mother’s Day Timing EASTER Campaign: Top Mother’s Day Products Segment: Everyone • Highlight top mother’s day products, reminders about shipping options, specials, and deadlines Suppression list: Anyone who has purchased since 4/8/15
- 39. Mother’s Day Timing EASTER Campaign: Last Year’s Buyers Segment: Last Year’s Buyers • Special offer for returning customers Suppression list: Anyone who has purchased since 4/8/15
- 40. Mother’s Day Timing EASTER Campaign: 11 Days Left Segment: All • 11 days until Mother’s Day Suppression list: Anyone who has purchased since 4/8/15
- 41. Mother’s Day Timing MOTHER’S DAY Campaign: Procrastinators Segment: Procrastinators • 5 days until Mother’s Day Suppression list: Anyone who has purchased since 4/8/15
- 42. Mother’s Day Timing MOTHER’S DAY Campaign: Last Minute Gift Ideas Segment: Anyone who has not made a purchase • Highlight products that can still be shipped Suppression list: Anyone who has purchased since 4/8/15
- 43. Mother’s Day Timing MOTHER’S DAY Campaign: There’s Still Time! Segment: Customers who can still receive shipments by Friday (segment based on shipping information) • There’s still time to get a gift. Suppression list: Anyone who has purchased since 4/8/15
- 45. Father’s Day What’s good: • Showcases products • Visually appealing Suggestions: • Create a product map visual for each specific category you are targeting • Name the past product that was purchased. i.e. if he loved X, then he’ll love Y this year.
- 46. Father’s Day Timing MOTHER’S DAY Campaign: Segmented promotional email Segment 1: Last Year’s Buyers • Father’s Day Promotion, pull in dynamic product recommendations (if applicable) Segment 2: Non-Purchasers & All Others • General Father’s Day Promotion Suppression list: Anyone who has purchased since 5/19/15
- 47. Father’s Day Timing MOTHER’S DAY Campaign: Gift Guide Segment 1: Customers with Product or Category Data • Create gift guides for each of your core products and/or categories; or dynamic rec’s Segment 2: Interested Subscribers & All Others • Gift guide featuring your top products Suppression list: Anyone who has purchased since 5/19/15
- 48. Timing FATHER’S DAY Campaign: Top Father’s Day Products Segment: Everyone • Highlight top Father’s Day products, reminders about shipping options, specials, and deadlines Suppression list: Anyone who has purchased since 5/19/15
- 49. Timing FATHER’S DAY Campaign: Last Year’s Buyers Segment: Last Year’s Buyers • Special offer for returning customers Suppression list: Anyone who has purchased since 5/19/15
- 50. Timing FATHER’S DAY Campaign: 10 Days Left Segment: All • 10 days until Father’s Day Suppression list: Anyone who has purchased since 5/19/15
- 51. Timing FATHER’S DAY Campaign: Procrastinators Segment: Procrastinators • 5 days left until Father’s Day Suppression list: Anyone who has purchased since 5/19/15
- 52. Timing FATHER’S DAY Campaign: Last Minute Gift Ideas Segment: Anyone who has not made a purchase • Highlight products that can still be shipped Suppression list: Anyone who has purchased since 5/19/15
- 53. Timing FATHER’S DAY Campaign: There’s Still Time! Segment: Customers who can still receive shipments by Friday (segment based on shipping information) • There’s still time to get a gift. Suppression list: Anyone who has purchased since 5/19/15
- 55. • Problem: Graduation spans a long period of time • Solution: Graduation - Use the interested subscriber method to allow subscribers and customers to “self select” • Keep the number of graduaBon emails to one a week from mid–April to beginning of June - Weave graduation emails into Mother’s Day and Father’s Day messaging
- 56. GRADUATION What’s good: • Showcases specific items • Covers two holidays in one email • Free shipping & returns Suggestions for improvement: • If the goal is to track interest, there should be two buttons – Shop For Dad & Shop For Your Grad • Call out promotions and/or recommended products
- 57. About Windsor Circle Enterprise Data Feeds: Data updated con>nuously into custom fields or rela>onal tables in your email soCware and more Guaranteed eCommerce-‐to-‐ESP Integra>ons: and more Connect your eCommerce PlaQorm to your ESP
- 58. Questions?
- 59. Let Windsor Circle help you with #DataDrivenLove Contact us at 877.848.4113 or visit www.windsorcircle.com.