This document summarizes a webinar about email marketing tactics for the razor subscription business 800razors.com. It features presentations from 800razors.com CEO Phil Masiello, Windsor Circle Partner Marketing Manager Caroline Riddle, and WhatCounts Director of Customer Success Matthew Ramos. Key points discussed include 800razors.com's acquisition and retention tactics like welcome series, refer-a-friend campaigns, and replenishment automation. Presenters also share statistics on campaign performance and how personalized email programs have increased customer lifetime value for 800razors.com.

1. Retailer Webinar Series:
800razors.com
Phil Masiello – Co-Founder & CEO, 800razors.com
Caroline Riddle- Partner Marketing Manager - Windsor Circle
Matthew Ramos – Director, Customer Success - WhatCounts

2. Today’s Presenters
Caroline Riddle
Partner Marketing Manager - Windsor Circle
Phil Masiello
Co-founder & CEO– 800razors.com
Matthew Ramos
Director, Customer Success- WhatCounts

3. About 800razors.com
• Where
did
the
business
originate?
• Disrup3ng
the
razor-­‐buying
market
• Best
razors
are
made
in
the
USA
• Partnered
with
the
oldest
and
most
respected
razor
manufactures

4. About WhatCounts
We
are
email
experts
that
pair
a
powerful
plaCorm
with
a
full-­‐service
agency
to
make
sure
your
subscribers
always
receive
meaningful
messages.
• 800+
clients
• Sending
over
2.2
billion
emails
monthly
• 80+
employees

5. About Windsor Circle
We
are
a
Predic3ve
Lifecycle
and
Reten3on
Marke3ng
PlaCorm
that
Helps
You
Grow
Customer
Life3me
Value
• 350+
clients
• 35MM
consumers
• 80+
employees

6. Partners

7. Today’s Agenda
• Goals
• Tactics, Approach
• Lifecycle Marketing
• Campaigns
• Replenishment
• Results
• Q&A

8. But first…

9. Giveaway!
• Tweet any webinar takeaways using
• @800razors
• #liveburnfree
• First 10 people who tweet will receive a
free starter shave kit, $26 value!
Includes:
• Razor handle
• Cartridges
• Shave Cream
• After Shave Moisturizer

10. 3 Things that Phil cares about the most
• Acquisition Cost
• What are new clients spending
• How am I retaining them

11. Tactics
• Acquisition – PPC, PPA
• Retargeting
• Retention is everything

12. Acquisition
• Focus on underutilized spaces to
acquire under $40
• Increase visibility of branded
products
• Welcome Series
• Refer a Friend via promotional
campaign

13. eBook
• 5 steps to the Ultimate Shave
• Included in new orders
• Promoted via social

14. Industry Insights:
eCommerce in Beauty & Personal Care

15. Beauty & Personal Care is one of the most active
sectors on the internet
$0.1 $0.1 $0.2
$0.4 $0.4
$0.6
$0.9
$1.6
3%
1%
3%
7% 7%
5%
17%
12%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
$0.0
$0.2
$0.4
$0.6
$0.8
$1.0
$1.2
$1.4
$1.6
$1.8
%oftotalcategorysales
Revenue($Billions)
U.S. online sales in beauty and personal care vs eCommerce % of total
category sales
Personal Care Items Beauty Items
Source: ATKearney – Beauty and the eCommerce Beast (2014)

16. Segmenting online beauty
and personal care shoppers
12%
15%
19%
16%
23%
19%
21%
42%
38% 41%
35% 39%
32% 36%
36%
30% 29% 27% 24% 24% 23%
Skin care Personal care Color cosmetics Fragrances Hair care Nail care Tools
Frequency of online purchases by category
Do not use Never Rarely Sometimes Frequently
Source: ATKearney – Beauty and the eCommerce Beast (2014)

17. No Yes
15%
4%
9%
10%
12%
14%
15%
21%
Others
Tools
Fragrances
Nail care
Color cosmetics
Hair care
Personal care
Skin care
Have you ever subscribed to a replenishment program
for a beauty or personal care product?
Skin, Personal and Hair Care account for more
than 50% of category replenishment subscriptions
Source: ATKearney – Beauty and the eCommerce Beast (2014)

18. 1st Purchaser Welcome Series
• Automated
• Almost like “set it and forget it”
• Check results everyday

19. 1st Purchaser Welcome Series
• Automated
• Almost like “set it and forget it”
• Check results everyday
37% Campaign Open Rate!
Avg. Click Rate – 5%!

20. Building Loyalty
• Talk to your customers
• Indicator of health
• Sent 20 days after they
receive first order

21. Second Purchase Automator
• Highlighting brand
• Drive two-time purchasers
to 3 time purchases

22. Second Purchase Automator
33% Campaign Open Rate!
Avg. Click Rate – 4%!
• Highlighting brand
• Drive two-time purchasers
to 3 time purchases

23. Auto Ship Upsell
• Triggers 1 week before auto-
ship to push add-on items
• Helps retain and upsell,
increases AOV
• Make process as quick and easy
as possible

24. Auto Ship Upsell
• Triggers 1 week before auto-
ship to push add-on items
• Helps retain and upsell,
increases AOV
• Make process as quick and easy
as possible
51% Campaign Open Rate!
Avg. Click Rate – 6%!

25. Best Customer Email
• Thanking most valuable customers

26. Best Customer Email
• Thanking most valuable customers
54% Campaign Open Rate!
Avg. Click Rate – 4.7%!

27. Win-Back
• Coupon Code
• Make process as quick and
easy as possible

28. Win-Back
• Coupon Code
• Make process as quick and
easy as possible
28% Campaign Open Rate!
Avg. Click Rate – 6%!

29. 2016 Marketing Resolutions

30. The Numbers Are In…
*ChannelAdvisor SSS Report 12/15
**Adobe 12/15
Industry
Averages
800razors.com
Deliverability
99.8%
99.8%
Open
Rate
19.1%
20.6%
Click
Rate
2.2%
3.2%
LiY
in
clicks
for
segmented
58.9%
73.0%

31. The Numbers Are In…
• Doubled AOV for 1st
time buyers thanks to a
non-purchaser email
series
• Increased repeat buyers
by 83%
• 8X ROI!!
*ChannelAdvisor SSS Report 12/15
**Adobe 12/15

32. Questions?

33. Personalized Replenishment Keeps
Customers Coming Back
ü Predictive data science helps identify
individual buying patterns
ü Send reminder emails before they run out
ü Automatically basket together multiple
items up for replenishment into one email
ü Frequency capping
ü Easy to install: 47% of users launched
campaign in less than 1 hour

34. Complete Customer Lifecycle Marketing
Browse
Abandonment
Cart
Abandonment
Segmenting
Customer
Behavior
Post Purchase
Programs
Replenishment
Automation
Analytics

35. Free 60 Day Trial
windsorcircle.com/whatcountstrial

36. Thank you!