9 PILLARS OF RETENTION
AUTOMATION WEBINAR
Repeat buyers don’t just fall from the sky...
Get more from existing customers w...
TODAY’S SPEAKERS
Brad McGinity
VP of Sales
Windsor Circle, Inc.
2
Andrew Pearson
VP of Marketing
Windsor Circle, Inc.
The Rules of the Game are Changing:
Why Retention Marketing Automation
Rocking the Holidays with Smarter Marketing.
• Prep...
9 PILLARS OF RETENTION
AUTOMATION
1. Know Your Customers
2. Get Connected: Permission to Retain
3. Thank Your Customers
4....
ROCKING THE HOLIDAYS WITH
RETENTION AUTOMATION
PREP NOW.
HOLIDAY CAMPAIGNS
START IN OCTOBER.
Experian shows holiday emails begin in force by early October.
6
2012 LESSON: MORE EMAIL
MARKETING!
7
RETENTION MATTERS
8
TIMING OF HOLIDAY
REVENUE
9
THE RULES OF THE GAME ARE
CHANGING
Why Focus on Retention?
YOU GET WHAT
YOU PAY FOR
11
Source: Adobe Loyal Shopper’s Report April 2013
22% Marketing Budget focused on Retention
BUT IS IT DRIVING THE
RESULTS YOU EXPECTED?
12
Source: Adobe Loyal Shopper’s Report April 2013
MARKETING TO EXISTING VS.
NEW CUSTOMERS GENERATES
2.5X ROI
13
0
2
4
6
8
10
12
14
16
18
20
Exis ng New
ROI - Marke ng
2.5X
...
WIDENING GULF:
HAVES & HAVE NOTS
• Top 100: 94% Inbox Placement
• Everyone Else: 82% Inbox Placement
• Winning war through...
15
The Game Has Changed.
You Must
Keep Your Customers.
16
LYRIS RETENTION
AUTOMATION SOLUTION
Lyris Retention Automation Solution
Powered by Windsor Circle
CONNECT ANY ECOMMERCE
PLATFORM TO LYRIS
17
And more!
CONNECT. ANALYZE. AUTOMATE.
18
18
Connect Analyze Automate
RETENTION AUTOMATION
PLATFORM
19
Your Windsor Circle account
provides unprecedented
retail insights
Repeat Buyers have 4.8...
9 PILLARS OF RETENTION
MARKETING AUTOMATION
KNOW YOUR CUSTOMERS
Retention Automation Pillar #1
22
DO YOU KNOW WHO YOUR LAST-
MINUTE HOLIDAY SHOPPERS ARE?
23
DO YOU REMEMBER
PEOPLE’S BIRTHDAYS?
FOCUS ON REPEAT BUYERS
TO GROW REVENUE
24
PROFILES AND SEGMENTS
25
KNOW YOUR CUSTOMERS’
LIFETIME VALUE
SEGMENT YOUR CUSTOMERS
27
1, 2, 3 TIME BUYERS AND MORE
28
UNDERSTANDING LATENCY
29
GET CONNECTED
(PERMISSION TO RETAIN)
Retention Automation Pillar #2
BUILD YOUR
SUBSCRIBER LIST
Windsor Circle
client using
email subscribe
lightbox
triggered on
first visit after
page click
...
TRY A LIGHTBOX / POPUP
32
LIGHTBOXES WORK
33
NEW SUBSCRIBER
WELCOME EMAILS
Welcome new
subscribers:
• Explain brand value
• Set expectations
• Offer suggestions
34
35
SHOW THEM YOUR BRAND
36
SHOW THEM YOUR WORLD
37
TAKE THEM
BEHIND THE SCENES
HOLIDAY WELCOME EMAIL
VARIATIONS
New Subscriber
• Welcome to brand, set expectations, suggest gifts
New 1 time Shopper, ne...
THANK YOUR CUSTOMERS
Retention Automation Pillar #3
WELCOME & THANK
NEW CUSTOMERS
We bought green pants, we got a
welcome email from the CEO
40
POST-PURCHASE
THANK YOU EMAILS
Criquet Shirts, a Windsor Circle
client, runs post-purchase emails
to drive 2nd purchases b...
POST PURCHASE THANK
YOU SERIES #1
29.2 %
Higher Open
Rates Than
List Average
42
AUTOMATED EMAILS TO
CONVERT SHOPPERS
Windsor Circle client
Annemarie Gianni Skin Care
uses on-site “smart offers”
based on...
TRIGGERED EMAILS DRIVE
RESULTS
Subject Line
Days After
Sample Kit Open Click Offer
Here’s What Others Have to Say About
An...
EMAILS TO LAST YEAR’S
HOLIDAY SHOPPERS
45
AMAZE YOUR BEST CUSTOMERS
Retention Automation Pillar #4
47
MAKE MONEY ALL YEAR LONG
48
Says Corey Frons, CEO, BulbAmerica
(a Windsor Circle client):
“A large number of Magento users...
BEST CUSTOMERS
DESERVE THE BEST
49
14.2%
Higher Open
RatesThan
List Average
BEST CUSTOMER REWARD:
PERSONAL SHOPPING ASSISTANT
50
Onward Reserve triggers an email notifying
the customer that they now...
51
YOUR BEST CUSTOMERS
WILL SHOP EARLY
HELP YOUR CUSTOMERS
BUY MORE
Retention Automation Pillar #5
BRAND & CATEGORY
RECOMMENDATIONS
Selling based on brand or
category affinity is an
excellent path for success
53
HOT COMBOS & CROSS SELLS
Automated “Hot Combo”
product recommendation
based on past products
purchased.
• Open Rate: 76%
•...
HOT COMBOS & CROSS SELLS
55
56
Product Behavioral
PRODUCT & BEHAVIORAL DATA
Recommendations:
“Hot Combo”
Recommendations:
“Related Items”
6 PRODUCT RECOMMENDATIONS
WITHIN LYRIS HQ
REPLENISHMENT
CAMPAIGNS
Automated replenishment email
send to people whose last order
contained “Cleanser”
• 62.3% Open Ra...
59
REPLENISHMENT
CAMPAIGNS
PRODUCT
RECOMMENDATION
Windsor Circle client Golfetail’s
Segmented Sends Relative to
Daily Email Offers:
Open Rate: 256%
C...
61
SEGMENT BASED ON
PRODUCT PREFERENCES
SEGMENTED NURTURE
PROGRAMS
62
Purchased
wedding
products
Wedding
essential
s
Wedding
nurturing
Wedding
favors
Bridal
party...
AUTOMATED
REPLENISHMENT EMAILS
Based on date the
customer is predicted to
use up their last order
Conversion Rates
Increas...
CONSISTENT THEME THAT
SUPPORTS EMAIL VOLUME
64
SAVE YOUR CHURNING
CUSTOMERS
Retention Automation Pillar #6
66
SAVE YOUR CHURNING
CUSTOMERS
67
16.2 %
Higher Open
RatesThan
List Average
WIN BACK CAMPAIGNS
WIN BACK CAMPAIGNS
69
70
WIN BACK CAMPAIGNS
WIN BACK CAMPAIGN
RULES
Churning Best Customer
Segment
• RFM Score of 411, or…
• Last_Purchase_Date > 84
days before today...
72
REMINDER:
SUBMIT YOUR QUESTIONS!
CREATE EVANGELISTS
Retention Automation Pillar #7
CONNECT VIA SOCIAL
• Motivate Follows and Friends
• Personalize
• Branding (branded give-aways)
74
SOLICIT (AND REWARD)
REVIEWS
75
IDENTIFY, REWARD, & BUILD
BRAND LOYALTY
76
PINTEREST CONTESTS
SOCIALIZE SHOPPING
77
Week #1 Winner – Josie B.’s “A Weekend in Asheville” From CLIENT
Josie B., Atlant...
PINTEREST CONTEST
78
LISTEN TO YOUR CUSTOMERS
Retention Automation Pillar #8
80
ASK YOUR CUSTOMERS’
PREFERENCES
81
ASK FOR REVIEWS
82
NET PROMOTER SCORES /
SURVEYS
ACQUIRE RETAINABLE
CUSTOMERS
Retention Automation Pillar #9
84
Lyris
85
WHICH PRODUCTS CREATE
REPEAT BUYERS?
THANK YOU FOR ATTENDING!
86
9 PILLARS OF RETENTION
AUTOMATION
1. Know Your Customers: Analyze before October
2. Get Permission to Connect & Retain: Op...
CONTACT US
88
CONTACT WINDSOR CIRCLE
Speaker Contact Information:
Andrew@windsorcircle.com
@arjpearson
Brad@windsorcircle.com
@McGinity
...
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Webinar: 9 pillars of Retention Automation, Oct 2013 featuring Lyris and Windsor Circle

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Integrating eCommerce Data with email software, Analyzing Customer Retention, and Automating Email
Marketing

Windsor Circle announced an exciting new partnership with Lyris, a global leader in digital marketing software, during this popular webinar which covers the 9 powerful automation capabilities every retailer can harness to double their repeat buyers, realize 5x customer lifetime value, and see fantastic ROI from segmented, automated, and personalized email marketing campaigns by leveraging eCommerce data.

In this webinar, Andrew Pearson, Windsor Circle's VP of Marketing, and Brad McGinity, VP of Sales, highlight and explain the most important data sets to leverage for smarter email marketing, explore best practices and demonstrate how any retailer can begin or enhance data-driven, automated marketing programs within your email software.

We place a special emphasis on the data, segments, and automated emails you can build to have a measurable impact before, during, and after the holidays. From Welcome Series to Win Back Campaigns, Product Recommendations to Replenishment Campaigns, we teach you how to integrate, analyze, and leverage your eCommerce data within your email marketing software of choice to automate your retention marketing.

Published in: Technology, Business
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Webinar: 9 pillars of Retention Automation, Oct 2013 featuring Lyris and Windsor Circle

  1. 1. 9 PILLARS OF RETENTION AUTOMATION WEBINAR Repeat buyers don’t just fall from the sky... Get more from existing customers with Retention Automation.
  2. 2. TODAY’S SPEAKERS Brad McGinity VP of Sales Windsor Circle, Inc. 2 Andrew Pearson VP of Marketing Windsor Circle, Inc.
  3. 3. The Rules of the Game are Changing: Why Retention Marketing Automation Rocking the Holidays with Smarter Marketing. • Prepare for 2013 and post-holidays 9 Pillars of Retention Automation • Best Practices • Examples • Case Studies Questions Demo of Lyris Retention Automation AGENDA
  4. 4. 9 PILLARS OF RETENTION AUTOMATION 1. Know Your Customers 2. Get Connected: Permission to Retain 3. Thank Your Customers 4. Amaze Your Best Customers 5. Help Your Customers Enjoy More 6. Save Your Churning Customers 7. Create Evangelists 8. Listen to Your Customers 9. Acquire Retainable Customers 4
  5. 5. ROCKING THE HOLIDAYS WITH RETENTION AUTOMATION
  6. 6. PREP NOW. HOLIDAY CAMPAIGNS START IN OCTOBER. Experian shows holiday emails begin in force by early October. 6
  7. 7. 2012 LESSON: MORE EMAIL MARKETING! 7
  8. 8. RETENTION MATTERS 8
  9. 9. TIMING OF HOLIDAY REVENUE 9
  10. 10. THE RULES OF THE GAME ARE CHANGING Why Focus on Retention?
  11. 11. YOU GET WHAT YOU PAY FOR 11 Source: Adobe Loyal Shopper’s Report April 2013 22% Marketing Budget focused on Retention
  12. 12. BUT IS IT DRIVING THE RESULTS YOU EXPECTED? 12 Source: Adobe Loyal Shopper’s Report April 2013
  13. 13. MARKETING TO EXISTING VS. NEW CUSTOMERS GENERATES 2.5X ROI 13 0 2 4 6 8 10 12 14 16 18 20 Exis ng New ROI - Marke ng 2.5X ROI from Marketing Spend on Existing vs. New Customers
  14. 14. WIDENING GULF: HAVES & HAVE NOTS • Top 100: 94% Inbox Placement • Everyone Else: 82% Inbox Placement • Winning war through: – Personalization – Automation – Loyalty – Customer Experience 14 Source: ReturnPath Email Intelligence Report Q4 2012 Top 100 Retailers
  15. 15. 15 The Game Has Changed. You Must Keep Your Customers.
  16. 16. 16 LYRIS RETENTION AUTOMATION SOLUTION Lyris Retention Automation Solution Powered by Windsor Circle
  17. 17. CONNECT ANY ECOMMERCE PLATFORM TO LYRIS 17 And more!
  18. 18. CONNECT. ANALYZE. AUTOMATE. 18 18 Connect Analyze Automate
  19. 19. RETENTION AUTOMATION PLATFORM 19 Your Windsor Circle account provides unprecedented retail insights Repeat Buyers have 4.8x the lifetime value of one-time customers. Track your path to customer loyalty & retention. Powerful segmentation tools help you leverage data to send the right message to the right customer at the right time.
  20. 20. 9 PILLARS OF RETENTION MARKETING AUTOMATION
  21. 21. KNOW YOUR CUSTOMERS Retention Automation Pillar #1
  22. 22. 22 DO YOU KNOW WHO YOUR LAST- MINUTE HOLIDAY SHOPPERS ARE?
  23. 23. 23 DO YOU REMEMBER PEOPLE’S BIRTHDAYS?
  24. 24. FOCUS ON REPEAT BUYERS TO GROW REVENUE 24
  25. 25. PROFILES AND SEGMENTS 25
  26. 26. KNOW YOUR CUSTOMERS’ LIFETIME VALUE
  27. 27. SEGMENT YOUR CUSTOMERS 27
  28. 28. 1, 2, 3 TIME BUYERS AND MORE 28
  29. 29. UNDERSTANDING LATENCY 29
  30. 30. GET CONNECTED (PERMISSION TO RETAIN) Retention Automation Pillar #2
  31. 31. BUILD YOUR SUBSCRIBER LIST Windsor Circle client using email subscribe lightbox triggered on first visit after page click Lightboxes work: One Windsor Circle client got 700% increase in sign-ups 31
  32. 32. TRY A LIGHTBOX / POPUP 32
  33. 33. LIGHTBOXES WORK 33
  34. 34. NEW SUBSCRIBER WELCOME EMAILS Welcome new subscribers: • Explain brand value • Set expectations • Offer suggestions 34
  35. 35. 35 SHOW THEM YOUR BRAND
  36. 36. 36 SHOW THEM YOUR WORLD
  37. 37. 37 TAKE THEM BEHIND THE SCENES
  38. 38. HOLIDAY WELCOME EMAIL VARIATIONS New Subscriber • Welcome to brand, set expectations, suggest gifts New 1 time Shopper, never been a Subscriber • Include opt-in to email list in check-out • Thank you for purchase, welcome to our brand Existing Subscriber converting to 1 time Shopper • Welcome to our merry band of customers! • Trigger new customer welcome series For all Holiday Shoppers: • Is this a gift for you or someone else? – If for someone else, trigger a “Treat yourself” email
  39. 39. THANK YOUR CUSTOMERS Retention Automation Pillar #3
  40. 40. WELCOME & THANK NEW CUSTOMERS We bought green pants, we got a welcome email from the CEO 40
  41. 41. POST-PURCHASE THANK YOU EMAILS Criquet Shirts, a Windsor Circle client, runs post-purchase emails to drive 2nd purchases based on Latency. Results: Over 50% Open Rate 18% Click Throughs 2% Conversions One simple, automated email helps turn one-time and lapsing customers into repeat buyers. Windsorcircle.com/results 41
  42. 42. POST PURCHASE THANK YOU SERIES #1 29.2 % Higher Open Rates Than List Average 42
  43. 43. AUTOMATED EMAILS TO CONVERT SHOPPERS Windsor Circle client Annemarie Gianni Skin Care uses on-site “smart offers” based on click-behavior to offer a free Sample Kit. This is followed by 7 automated emails, which get: • 51% avg. Open Rates • 13% avg. Click Rate • 5% Conversion Rates (of total recipients, or 37% of Clicks!) 37% Aggregate Conversion
  44. 44. TRIGGERED EMAILS DRIVE RESULTS Subject Line Days After Sample Kit Open Click Offer Here’s What Others Have to Say About Annmarie, Plus Keep Up To Date on Specials 4 60.1% 18.4% 10% off coupon How to Use Your Samples (Plus, What Products Should I Use for My Skin Type?) 11 67.2% 19.4% 10% off coupon reminder Stop Stripping Your Skin's Natural Oils with Soap! 18 49.7% 10.3% 10% off coupon reminder Did You Know: Some Lotions Can Clog Your Pores? 27 44.5% 11.4% 10% off coupon reminder A Skin Care Routine to Keep You Looking Young and Beautiful 37 44.8% 7.8% 10% off coupon reminder Last Chance to Use Your Coupon! 50 45.8% 14.1% 10% off coupon last chance! We Haven't Seen You In a While... 180 32.1% 8.5% 20% off coupon and survey 44
  45. 45. EMAILS TO LAST YEAR’S HOLIDAY SHOPPERS 45
  46. 46. AMAZE YOUR BEST CUSTOMERS Retention Automation Pillar #4
  47. 47. 47
  48. 48. MAKE MONEY ALL YEAR LONG 48 Says Corey Frons, CEO, BulbAmerica (a Windsor Circle client): “A large number of Magento users are likely unaware that they can pull their customer and product data into their email software, and use it to automate emails that make money all year long.” Best Customer Email Results: 46% Open Rate 3.1% Click Rate 27x increase in Conversions
  49. 49. BEST CUSTOMERS DESERVE THE BEST 49 14.2% Higher Open RatesThan List Average
  50. 50. BEST CUSTOMER REWARD: PERSONAL SHOPPING ASSISTANT 50 Onward Reserve triggers an email notifying the customer that they now have a Personal Shopping Assistant. Triggered when RFM Score = 111 Automated Emails Open Rates Click Rates Conversion Rates Improvement from Regular Email Campaigns 79% 160% 1842% Revenue 659% Average Order Value (AOV) 89%
  51. 51. 51 YOUR BEST CUSTOMERS WILL SHOP EARLY
  52. 52. HELP YOUR CUSTOMERS BUY MORE Retention Automation Pillar #5
  53. 53. BRAND & CATEGORY RECOMMENDATIONS Selling based on brand or category affinity is an excellent path for success 53
  54. 54. HOT COMBOS & CROSS SELLS Automated “Hot Combo” product recommendation based on past products purchased. • Open Rate: 76% • Click Rate: 24% 54
  55. 55. HOT COMBOS & CROSS SELLS 55
  56. 56. 56 Product Behavioral PRODUCT & BEHAVIORAL DATA
  57. 57. Recommendations: “Hot Combo” Recommendations: “Related Items” 6 PRODUCT RECOMMENDATIONS WITHIN LYRIS HQ
  58. 58. REPLENISHMENT CAMPAIGNS Automated replenishment email send to people whose last order contained “Cleanser” • 62.3% Open Rate • 10.4% Click
  59. 59. 59 REPLENISHMENT CAMPAIGNS
  60. 60. PRODUCT RECOMMENDATION Windsor Circle client Golfetail’s Segmented Sends Relative to Daily Email Offers: Open Rate: 256% Click Rate: 283% Conversions: 169%
  61. 61. 61 SEGMENT BASED ON PRODUCT PREFERENCES
  62. 62. SEGMENTED NURTURE PROGRAMS 62 Purchased wedding products Wedding essential s Wedding nurturing Wedding favors Bridal party gifts Thank you cards Friend’s wedding nurturing Bridal shower invites Shower tableware Bach. invites Bach. tableware Wedding gifts Your wedding ? Clicked on wedding link Yes No 7 days 6 weeks 3 weeks 7 days 7 days 7 days 7 days 7 days 7 days BRIDAL SEGMENT Results (Avg Across Both Programs) - Open Rate Increased 244 % - CTR Increased 161 % - Revenue Per Mailing Increased 330 %
  63. 63. AUTOMATED REPLENISHMENT EMAILS Based on date the customer is predicted to use up their last order Conversion Rates Increased 5x 63
  64. 64. CONSISTENT THEME THAT SUPPORTS EMAIL VOLUME 64
  65. 65. SAVE YOUR CHURNING CUSTOMERS Retention Automation Pillar #6
  66. 66. 66
  67. 67. SAVE YOUR CHURNING CUSTOMERS 67 16.2 % Higher Open RatesThan List Average
  68. 68. WIN BACK CAMPAIGNS
  69. 69. WIN BACK CAMPAIGNS 69
  70. 70. 70 WIN BACK CAMPAIGNS
  71. 71. WIN BACK CAMPAIGN RULES Churning Best Customer Segment • RFM Score of 411, or… • Last_Purchase_Date > 84 days before today • Lifetime_Value > $300 Send 3-part Win-Back with 30% off + free shipping Or, no discount but brand promise from CEO Other Churning Customers • Last_Purchase_Date > 104 days before today • First_Purchase_Date < 365 days before today • Lifetime_Value > $50 but < $300 Send 3-part Win-Back with 10% off
  72. 72. 72 REMINDER: SUBMIT YOUR QUESTIONS!
  73. 73. CREATE EVANGELISTS Retention Automation Pillar #7
  74. 74. CONNECT VIA SOCIAL • Motivate Follows and Friends • Personalize • Branding (branded give-aways) 74
  75. 75. SOLICIT (AND REWARD) REVIEWS 75
  76. 76. IDENTIFY, REWARD, & BUILD BRAND LOYALTY 76
  77. 77. PINTEREST CONTESTS SOCIALIZE SHOPPING 77 Week #1 Winner – Josie B.’s “A Weekend in Asheville” From CLIENT Josie B., Atlanta, GA A Weekend in Asheville “My husband and I were headed for a nice weekend getaway, so I thought I’d put together a fun ensemble… A little sassy, a little fun… and I won! Thanks CLIENT!” Build a Pinterest Board and Win! Links to CLIENT landing page on how to enter the contest, w/ a menu of winning entries. This pinterest board is just a screenshot. Each item is hyperlinked to that SKU on the right store. Josie B.
  78. 78. PINTEREST CONTEST 78
  79. 79. LISTEN TO YOUR CUSTOMERS Retention Automation Pillar #8
  80. 80. 80 ASK YOUR CUSTOMERS’ PREFERENCES
  81. 81. 81 ASK FOR REVIEWS
  82. 82. 82 NET PROMOTER SCORES / SURVEYS
  83. 83. ACQUIRE RETAINABLE CUSTOMERS Retention Automation Pillar #9
  84. 84. 84 Lyris
  85. 85. 85 WHICH PRODUCTS CREATE REPEAT BUYERS?
  86. 86. THANK YOU FOR ATTENDING! 86
  87. 87. 9 PILLARS OF RETENTION AUTOMATION 1. Know Your Customers: Analyze before October 2. Get Permission to Connect & Retain: Opt-in campaign, lightbox email capture 3. Thank Your Customers: Automated post-holiday-purchase conversion series; Last year’s holiday shoppers; welcome series for new 2013 shoppers. 4. Amaze Your Best Customers: Early bird specials, VIP rewards, personal thanks from CEO. 5. Help Your Customers Enjoy More: Triggered replenishment & product recommendation emails. 6. Save Your Churning Customers: Win-back campaigns based on LTV and recency. 7. Create Evangelists: Social offers, contests. 8. Listen to Your Customers: Ask for preferences, reviews, recommendations. 9. Acquire Retainable Customers: Analyze revenue by source and allocate spend accordingly. 87
  88. 88. CONTACT US 88
  89. 89. CONTACT WINDSOR CIRCLE Speaker Contact Information: Andrew@windsorcircle.com @arjpearson Brad@windsorcircle.com @McGinity Windsor Circle, Inc. 111 E Chapel Hill Street Durham, NC 27701 (919) 822-2009 www.windsorcircle.com @windsorcircle

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