Vistaprint is an online printing company founded in 1995 that focuses on printing for small businesses and consumers. The presentation discusses Vistaprint's history and business model, how it uses marketing automation to improve customer retention from initial acquisition through the lifecycle. Specific initiatives covered include implementing a marketing automation tool to send targeted emails, standardizing email content and workflows, and analyzing results showing increased repeat business over time. Future opportunities discussed include leveraging additional customer data and real-time personalization.

1. Driving CRM Success with
Marketing Automation
Sven Putseys

2. Agenda
• Who is Vistaprint?
o History
o Business model
o Market evolution in the EU
• Driving CRM success:
o From acquisition to retention
o Maturing the retention channel
• Next steps:
o Other projects
o Big Data/Real-Time: What if?
• Question time
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3. Who/what is Vistaprint?
• History
o Founded in Paris in 1995 by Robert Keane (current CEO)
o Moved to Massachusetts (Boston) in 2000.
o Moved to stock exchange in September 2005
o Business: Printing for micro or small businesses + growing focus on
consumer products.
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4. Who/what is Vistaprint?
• Market evolution in the EU
o 2001: NL, DE, UK
o 2003: NL, DE, UK, SE, IT, FR
o 2004: NL, DE, UK, SE, IT, FR, ES
o 2005: NL, DE, UK, SE, IT, FR, ES, BE, CH, IE
o 2006: NL, DE, UK, SE, IT, FR, ES, BE, CH, IE, NO
o 2007: NL, DE, UK, SE, IT, FR, ES, BE, CH, IE, NO, DK, PL
o 2009: NL, DE, UK, SE, IT, FR, ES, BE, CH, IE, NO, DK, PL, AT
o 2010: NL, DE, UK, SE, IT, FR, ES, BE, CH, IE, NO, DK, PL, AT, FI, CZ, PT
o 2011: NL, DE, UK, SE, IT, FR, ES, BE, CH, IE, NO, DK, PL, AT, FI, CZ, PT, TR
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5. Who/what is Vistaprint?
• Business model
o Traditional print shops
• Typical orders around volumes of 1000pcs
• Pricing too high for small businesses
o Vistaprint (Robert Keane)
• Short run, high volume printing.
• Low cost
• Personalisation
o How?: advanced technology to group similar orders in large groups.
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6. Who/what is Vistaprint?
• Business model: Technology
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7. From acquisition to retention
• Customer Lifecycle
Acquisition
Suspect Prospect New Active Customer Inactive
Customer Customer At Risk Customer
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8. From acquisition to retention
• Marketing Group Channels
o Acquisition: Push and Pull channels
• Online Display
• SEO
• Google ads
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9. From acquisition to retention
• Marketing Group Channels
o Direct Type-in
• www.vistaprint.com
o Retention
• E-Mails to our subscriber base
• Direct mail actions
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10. From acquisition to retention
• Acquisition strategy results
o Large subscriber base: +7.000.000
o But:
• A lot of 1 time customers
• 50% Registered Non Buyers (RNB)
• Losing people (bath tub effect)
o How to retain customers and convert RNB’s into BUYERS?
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11. From acquisition to retention
• Shift to
activation/retention
• No more 1-fit-for-all
campaigns
• Targeted drops instead
• Trigger based
communications
• Onboarding treatments
• Value based segmentation
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12. From acquisition to retention
• Marketing Automation
Solution
o What is SAS Campaign
Management?
• An easy to use drag and drop
tool to select customer
populations, apply filters and
criteria.
• Ability to use “Process Nodes”
to get to data which is not in
the SAS Datamart
• Easy scheduling options
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13. Maturing the retention channel
• Implementation aspects
o 2009: Vistaprint signs contract with SAS for Marketing Automation
o 2010: Sweden is the pilot country – Phased roll out to other
country’s in the next 3 months
o First customer selections were very much driven by SAS code
• Process Nodes
• Hard to understand for marketers
• Hard to make adaptations
• In only a few months time, we managed to setup an automated way of
emailing about 7 million customers/subscribers
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14. Maturing the retention channel
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15. Maturing the retention channel
o 2011-2012: Replaced the SAS code by MA selection
diagrams
• After alignment on EU level about mailable rules we started
standardizing the selections:
o Easy to understand diagrams and campaigns
o Easy to adapt on short term
o Reduced the execution time of our daily startup flow by 2 hrs
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16. Maturing the retention channel
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17. Maturing the retention channel
o 2012: Implementation of semi/fully automated campaigns
• No more manual intervention
• No risk for user errors
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18. Maturing the retention channel
• The email setup process
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19. Maturing the retention channel
• Email examples: Old
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20. Maturing the retention channel
• Email examples: New
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21. Maturing the retention channel
• The results
Bookings Europe
New Bookings Repeat Bookings
2007 2008 2009 2010 2011
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22. Next steps
• Other projects
o Creation new customer datamart
o Use SAS Marketing Automation as a transactional email
system
o Split environments
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23. Next steps
• Big Data/Real-Time: What if?
o Sending out trigger based personalized offers on the fly
• Based on browsing interest
o Continuous campaign optimization
• Optimized suppression of transactional vs retention emails
o Making more relevant offers than our competitors
• On the fly analytical models
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