STAYING AGILE DURING THE
HOLIDAY CODE FREEZE
Rock the Holidays using
Retail Big Data for
Retention Automation.
TODAY’S SPEAKERS
Adam Corey
Director, Business Development
Tealium
2
Andrew Pearson
VP of Marketing
Windsor Circle, Inc.
3
ET13:
EPIC.
Agenda:
- Holiday Retention Automation
- Example Campaigns
- Code Freeze Impact on
Marketers
- 5 Ways TMS Keeps Marketers
...
GET MORE FROM YOUR
EXISTING CUSTOMERS
Retention Automation through the Holidays
HOLIDAY CAMPAIGNS ARE STARTING
• Experian shows holiday emails begin in force by early October.
6
EMAIL WORKS
RETENTION MATTERS
8
TIMING OF HOLIDAY REVENUE
9
YOU GET WHAT YOUR PAY
FOR…
10
Source: Adobe Loyal Shopper’s Report April 2013
BUT IS IT DRIVING THE RESULTS YOU
EXPECTED?
11
Source: Adobe Loyal Shopper’s Report April 2013
THE MATH…
12
0
2
4
6
8
10
12
14
16
18
20
Exis ng New
ROI - Marke ng
2.5X
CONNECT ANY ECOMMERCE
PLATFORM TO EXACTTARGET
13
And more!
CONNECT. ANALYZE. AUTOMATE.
14
14
Connect Analyze Automate
RETENTION AUTOMATION PLATFORM
15
Your Windsor Circle account
provides unprecedented
retail insights
Repeat Buyers have 4.8...
WELCOME NEW SHOPPERS
(& SUBSCRIBERS)
Retention Automation Holiday Campaign #1
NEW SUBSCRIBER WELCOME
EMAILS
Welcome new
subscribers:
• Explain brand value
• Set expectations
• Recommend
products
17
WELCOME EMAILS
We bought green pants, we got a
welcome email from the CEO
AUTOMATING WELCOME SERIES
19
HOLIDAY WELCOME EMAIL
VARIATIONS
New Subscriber
• Welcome to brand, set expectations, suggest gifts
New 1 time Shopper, ne...
THANK YOUR CUSTOMERS
Retention Automation Holiday Campaign #2
POST-PURCHASE
THANK YOU EMAILS
Criquet Shirts, a Windsor
Circle client, runs post-
purchase emails to drive
2nd purchases ...
POST PURCHASE THANK YOU
SERIES #1
29.2 %
Higher Open
Rates Than
List Average
24
OFFERS, CONTESTS, AND SURVEYS
TO GET EMAILS
Windsor Circle client
Annemarie Gianni Skin Care
uses on-site “smart offers”
b...
TRIGGERED EMAILS DRIVE RESULTS
Subject Line
Days After
Sample Kit Open Click Offer
Here’s What Others Have to Say About
An...
EMAILS TO FIRST-TIME HOLIDAY
SHOPPERS
Segmented email to this year’s new holiday
shoppers based on purchase data
• First o...
AMAZE YOUR BEST CUSTOMERS
Retention Automation Holiday Campaign #3
29
BEST CUSTOMERS
30
14.2%
Higher Open
RatesThan
List Average
31
YOUR BEST CUSTOMERS WILL
SHOP EARLY
HELP YOUR CUSTOMERS ENJOY
MORE
Retention Automation Holiday Campaign #4
EMAILS TO LAST YEAR’S HOLIDAY
SHOPPERS
33
34
Product Behavioral
PRODUCT & BEHAVIORAL DATA
Confidential
Purchase Data
Purchase Data
Confidential
RFM Analysis:
Ranks
RFM Analysis:
Actuals
Behavioral Data
Recommendations:
“Hot Combo”
Recommendations:
“Related Items”
Product Recommendations
BRAND & CATEGORY
RECOMMENDATIONS
Selling based on brand or
category affinity is an
excellent path for success
38
HOT COMBOS & CROSS SELLS
Automated “Hot Combo”
product recommendation
based on past products
purchased.
• Open Rate: 76%
•...
HOT COMBOS & CROSS SELLS
40
PRODUCT RECOMMENDATION
Windsor Circle client Golfetail’s
Segmented Sends Relative to
Daily Email Offers:
Open Rate: 256%
C...
CONSISTENT THEME THAT
SUPPORTS EMAIL VOLUME
42
SAVE YOUR CHURNING
CUSTOMERS
Retention Automation Holiday Campaign #5
44
SAVE YOUR CHURNING
CUSTOMERS
45
16.2 %
Higher Open
RatesThan
List Average
WIN BACK
CAMPAIGNS
WIN BACK CAMPAIGNS
47
WIN BACK CAMPAIGN RULES
Churning Best Customer Segment
CHURNING BEST CUSTOMER
WIN BACK CAMPAIGNS
Send 3-part Win-Back with:
• 30% off + free shipping
• Fee gift w/ next purchase...
WIN BACK CAMPAIGN RULES
Churning Best Customer
Segment
• RFM Score of 411, or…
• Last_Purchase_Date > 84
days before today...
51
SUBMIT YOUR QUESTIONS
Have questions?
52
BUT MARKETERS CAN STAY
AGILE
Code Freeze Impacts Marketers
FREEZING THE SITE…
Code Freeze is an important part of ensure
the best technical user experience during your
highest volum...
… DOESN’T MEAN FREEZING
MARKETING
But, marketers still need to remain agile and
active with digital marketing technology.
...
DEFINITION
55
A tag is any snippet of code
that allows you to integrate
third-party services into your
digital platforms
A...
HOW DID WE GET HERE?
56
HOW DID WE GET HERE?
57
A/B Testing
Ad Networks
Affiliate Marketing
Analytics
Chat
Email Marketing
Lead NurturingMarketing...
THE TAGGING PROCESS
58
DIGITAL MARKETER
DIGITAL ANALYST
BUSINESS STAKEHOLDER
Request
PRODUCT
MANAGER DEVELOPER QA TESTER S...
TAG PROLIFERATION
59
Understanding Tag Management
Tools & Technology
Forrester Research, 2012
SOLUTION: UNIVERSAL TAG
60
A/B Testing
Ad Networks
Affiliate Marketing
Analytics
Banner Advertising
Chat
Email Marketing
L...
YOUR GIFT DURING THE
“FREEZE”
61
A tag management solution allows the
marketers to add in new tags, pixels, etc.
without i...
#1: ADD NEW TECHNOLOGIES
62
A tag management solution allows the marketers to
add in new tags, pixels, etc. without impact...
#2: ADD NEW DATA SOURCES
63
Tealium allows marketer to collect new data that‟s
already within reach:
• From the URLs
• Fro...
#3: AVOID OUTAGES
64
Faulty ad pixel caused web site performance
issues across Deckers‟ e-commerce network
on Cyber Monday...
#4: FULL DATA ACCESS
65
Since Tealium / TMS sits across all your
sites and mobile apps, it allows you an
eagle-eye view of...
#5: IMPROVE SITE SPEED
66
Because TMS lets
you load technologies
only when and where
you need them,
marketers see
improvem...
ABOUT TEALIUM
67
• Proven, digital marketing-savvy management team
that has worked together before
– CEO has taken two com...
COMMUNITY OF MARKETERS
68
• Large and highly engaged user base: 5,000+ users
• Most comprehensive customer education and
t...
WHO USES TEALIUM
69
THE NUMBERS
70
49%
9x 100%
30
200
Increase in page load speed
through checkout using Tealium
IT savings ROI by using Teali...
71
IT’S TIME FOR QUESTIONS!
Thank You…
CONTACTTEALIUM
Adam Corey
Director, Business Development
Tealium
adam.corey@tealium.com
(888) 622-2050
www.tealium.com
@te...
AFTER THE CALL
73
• You’ll receive a copy of the
eConsultancy eBook
• Learn more about Tealium or see a
demonstration at
h...
CONTACT WINDSOR CIRCLE
Andrew Pearson
VP of Marketing
Windsor Circle, Inc.
Andrew.pearson@windsorcircle.com
@arjpearson
Wi...
9 PILLARS OF RETENTION
MARKETING AUTOMATION
Webinar, Oct 3rd, 1pm
http://www.windsorcircle.com/resources/webinars
Webinar: Staying Agile during the Holiday Code Freeze, Sept 2013 with Windsor Circle and Tealium
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Webinar: Staying Agile during the Holiday Code Freeze, Sept 2013 with Windsor Circle and Tealium

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In this webinar, co-hosted by Windsor Circle, the leading Retention Automation Platform for Retailers, and Tealium, the leader in tag-management solutions, we discussed that seasonal reality of holiday code freezes: as holiday marketing ramps up, the risks of implementing marketing tools or software that affects website code increase. The webiar reviews some key code-changes to avoid making, and marketing campaigns that increase holiday revenue without requiring risky code changes.

Windsor Circle showcases 5 personalized, segmented, automated email campaigns that every retailer should set up before the holiday season gets into full gear. These are easy campaigns, require easy-to-import data, and once set-up, provide ongoing ROI through higher open rates, clicks, and conversions by triggering personalized messages to key customer segments using the automation capabilities of your email marketing software of choice.

Speakers:
Andrew Pearson, VP of Marketing, Windsor Circle
Adam Corey, Director of Business Development, Tealium

Andrew Pearson heads marketing for Windsor Circle, and brings an entrepreneurial, agile approach to both inbound and email marketing in the eCommerce space. Andrew has taught digital marketing to over 3,000 people via webinars, workshops and conference sessions.

Tealium and Windsor Circle also co-hosted the Total Eclipse of the 80s CloudCrawl Party at ExactTarget Connections 2013.

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  • Sarah
  • #1: You can look back at what did and didn’t work last year in a holiday email.Maybe you looked at the reports from last year’s holiday email campaigns, but now is the time to dive into them. Specifically look at what worked in last year’s campaigns – timing, message, personalization, content, click-through rate, open rate and subject line are just a few areas you can examine. Understand the effects your holiday emails had in 2012 because it’s key to planning what you are going to pursue in your email campaigns this year. If you’re a WhatCounts client, the Smart Marketing Engine can provide you with data about all of your campaigns.
  • Source: Adobe Loyal Shopper’s Report April 2013
  • Source: Adobe Loyal Shopper’s Report April 2013
  • ReplenishmentCross merchandisingAll marketing channels (email, social, ad retargeting, website)
  • Use Professional Edition screenshot?
  • WC client
  • WC client
  • WC client
  • Win backIndicators of churninterventionscalculations of worth
  • Adam
  • Adam
  • Webinar: Staying Agile during the Holiday Code Freeze, Sept 2013 with Windsor Circle and Tealium

    1. 1. STAYING AGILE DURING THE HOLIDAY CODE FREEZE Rock the Holidays using Retail Big Data for Retention Automation.
    2. 2. TODAY’S SPEAKERS Adam Corey Director, Business Development Tealium 2 Andrew Pearson VP of Marketing Windsor Circle, Inc.
    3. 3. 3 ET13: EPIC.
    4. 4. Agenda: - Holiday Retention Automation - Example Campaigns - Code Freeze Impact on Marketers - 5 Ways TMS Keeps Marketers Agile - Questions - Follow Ups AGENDA
    5. 5. GET MORE FROM YOUR EXISTING CUSTOMERS Retention Automation through the Holidays
    6. 6. HOLIDAY CAMPAIGNS ARE STARTING • Experian shows holiday emails begin in force by early October. 6
    7. 7. EMAIL WORKS
    8. 8. RETENTION MATTERS 8
    9. 9. TIMING OF HOLIDAY REVENUE 9
    10. 10. YOU GET WHAT YOUR PAY FOR… 10 Source: Adobe Loyal Shopper’s Report April 2013
    11. 11. BUT IS IT DRIVING THE RESULTS YOU EXPECTED? 11 Source: Adobe Loyal Shopper’s Report April 2013
    12. 12. THE MATH… 12 0 2 4 6 8 10 12 14 16 18 20 Exis ng New ROI - Marke ng 2.5X
    13. 13. CONNECT ANY ECOMMERCE PLATFORM TO EXACTTARGET 13 And more!
    14. 14. CONNECT. ANALYZE. AUTOMATE. 14 14 Connect Analyze Automate
    15. 15. RETENTION AUTOMATION PLATFORM 15 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.
    16. 16. WELCOME NEW SHOPPERS (& SUBSCRIBERS) Retention Automation Holiday Campaign #1
    17. 17. NEW SUBSCRIBER WELCOME EMAILS Welcome new subscribers: • Explain brand value • Set expectations • Recommend products 17
    18. 18. WELCOME EMAILS We bought green pants, we got a welcome email from the CEO
    19. 19. AUTOMATING WELCOME SERIES 19
    20. 20. 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
    21. 21. THANK YOUR CUSTOMERS Retention Automation Holiday Campaign #2
    22. 22. 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% of recipients open the email; 18% click and just under 2% convert. One simple, automated email helps turn one-time and lapsing customers into repeat buyers. Read more on our blog.
    23. 23. POST PURCHASE THANK YOU SERIES #1 29.2 % Higher Open Rates Than List Average 24
    24. 24. OFFERS, CONTESTS, AND SURVEYS TO GET EMAILS 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!)
    25. 25. 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 26
    26. 26. EMAILS TO FIRST-TIME HOLIDAY SHOPPERS Segmented email to this year’s new holiday shoppers based on purchase data • First order after 10/1/13 • First order before 12/31/13 • Total # orders (WC_Frequency_Actual) = 1 27
    27. 27. AMAZE YOUR BEST CUSTOMERS Retention Automation Holiday Campaign #3
    28. 28. 29
    29. 29. BEST CUSTOMERS 30 14.2% Higher Open RatesThan List Average
    30. 30. 31 YOUR BEST CUSTOMERS WILL SHOP EARLY
    31. 31. HELP YOUR CUSTOMERS ENJOY MORE Retention Automation Holiday Campaign #4
    32. 32. EMAILS TO LAST YEAR’S HOLIDAY SHOPPERS 33
    33. 33. 34 Product Behavioral PRODUCT & BEHAVIORAL DATA
    34. 34. Confidential Purchase Data Purchase Data
    35. 35. Confidential RFM Analysis: Ranks RFM Analysis: Actuals Behavioral Data
    36. 36. Recommendations: “Hot Combo” Recommendations: “Related Items” Product Recommendations
    37. 37. BRAND & CATEGORY RECOMMENDATIONS Selling based on brand or category affinity is an excellent path for success 38
    38. 38. HOT COMBOS & CROSS SELLS Automated “Hot Combo” product recommendation based on past products purchased. • Open Rate: 76% • Click Rate: 24% 39
    39. 39. HOT COMBOS & CROSS SELLS 40
    40. 40. PRODUCT RECOMMENDATION Windsor Circle client Golfetail’s Segmented Sends Relative to Daily Email Offers: Open Rate: 256% Click Rate: 283% Conversions: 169%
    41. 41. CONSISTENT THEME THAT SUPPORTS EMAIL VOLUME 42
    42. 42. SAVE YOUR CHURNING CUSTOMERS Retention Automation Holiday Campaign #5
    43. 43. 44
    44. 44. SAVE YOUR CHURNING CUSTOMERS 45 16.2 % Higher Open RatesThan List Average
    45. 45. WIN BACK CAMPAIGNS
    46. 46. WIN BACK CAMPAIGNS 47
    47. 47. WIN BACK CAMPAIGN RULES Churning Best Customer Segment
    48. 48. CHURNING BEST CUSTOMER WIN BACK CAMPAIGNS Send 3-part Win-Back with: • 30% off + free shipping • Fee gift w/ next purchase • Brand promise, thanks from CEO, “You’re the best” • Early access to products
    49. 49. 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
    50. 50. 51 SUBMIT YOUR QUESTIONS Have questions?
    51. 51. 52 BUT MARKETERS CAN STAY AGILE Code Freeze Impacts Marketers
    52. 52. FREEZING THE SITE… Code Freeze is an important part of ensure the best technical user experience during your highest volume season. 53
    53. 53. … DOESN’T MEAN FREEZING MARKETING But, marketers still need to remain agile and active with digital marketing technology. And tag management solutions enable this! 54
    54. 54. DEFINITION 55 A tag is any snippet of code that allows you to integrate third-party services into your digital platforms An Image Tag • An I-Frame Tag • A JavaScript Code Block TYPICAL TAG EXAMPLES
    55. 55. HOW DID WE GET HERE? 56
    56. 56. HOW DID WE GET HERE? 57 A/B Testing Ad Networks Affiliate Marketing Analytics Chat Email Marketing Lead NurturingMarketing Automation Personalization Search Engine Marketing Visitor Remarketing Visitor Retargeting Banner AdsSocial Marketing Voice of Customer
    57. 57. THE TAGGING PROCESS 58 DIGITAL MARKETER DIGITAL ANALYST BUSINESS STAKEHOLDER Request PRODUCT MANAGER DEVELOPER QA TESTER SYS ADMIN Schedule Submit Test Launch
    58. 58. TAG PROLIFERATION 59 Understanding Tag Management Tools & Technology Forrester Research, 2012
    59. 59. SOLUTION: UNIVERSAL TAG 60 A/B Testing Ad Networks Affiliate Marketing Analytics Banner Advertising Chat Email Marketing Lead Nurturing Marketing Automation Personalization Search Engine Marketing Social Media Marketing Visitor Remarketing Visitor Retargeting Visualization Platforms Voice of Customer
    60. 60. YOUR GIFT DURING THE “FREEZE” 61 A tag management solution allows the marketers to add in new tags, pixels, etc. without impacting the site or IT • Add new technologies • Make changes and add new data sources • Avoid outages, issues and latency • Get full access to your data • Improve site speed
    61. 61. #1: ADD NEW TECHNOLOGIES 62 A tag management solution allows the marketers to add in new tags, pixels, etc. without impacting the site or IT • Add affiliate network • Conversion pixels • Retargeting vendor • Any digital marketing technology 70% of marketers who use tag management solutions implement new solutions within 1 business day. - Econsultancy Survey
    62. 62. #2: ADD NEW DATA SOURCES 63 Tealium allows marketer to collect new data that‟s already within reach: • From the URLs • From first-party cookies • From page meta data • From JavaScript variables What If… A campaign goes live with a typo in the URL: campagnID= instead of campaignID=
    63. 63. #3: AVOID OUTAGES 64 Faulty ad pixel caused web site performance issues across Deckers‟ e-commerce network on Cyber Monday. Using Tealium, Deckers was able to instantly shut off faulty tag on Ugg.com – the only site that had deployed Tealium at that point – with click of a mouse. Deckers was able to retain 100% of their orders for the day. “Tealium paid for itself in one day.” - Nick Smotek, Deckers
    64. 64. #4: FULL DATA ACCESS 65 Since Tealium / TMS sits across all your sites and mobile apps, it allows you an eagle-eye view of your data Code-free, full data set collection provides: • Deeper analysis of business questions • Auditing capabilities Work with the data in your existing infrastructure or visualize / analysis in Splunk.
    65. 65. #5: IMPROVE SITE SPEED 66 Because TMS lets you load technologies only when and where you need them, marketers see improvements in site speed. Better site performance = better user experience = higher conversions.
    66. 66. ABOUT TEALIUM 67 • Proven, digital marketing-savvy management team that has worked together before – CEO has taken two companies public • Most capital raised ($27M) via Battery Ventures, Tenaya, Presidio Ventures – Omniture, BazaarVoice, Marketo, ExactTarget • Over 130 employees • Largest and most agile development team (30+) • Largest education team • Fanatical about customer success RECOGNIZED AS THE GLOBAL MARKET LEADER TM Buyer’s Guide, Econsultancy, 2012 RECOGNIZED AS „HIGHLY INNOVATIVE‟ VENDOR Understanding Tag Management Tools and Technology Forrester Research, 2012 WINNER, NORTH AMERICA 100 Red Herring Tech May, 2013
    67. 67. COMMUNITY OF MARKETERS 68 • Large and highly engaged user base: 5,000+ users • Most comprehensive customer education and training initiatives – Digital Velocity – Tag Management University (TMU) – Tealium Learning Community • Largest and fastest growing partner eco-system • Strategic technology integration partnerships with major data and e-commerce vendors
    68. 68. WHO USES TEALIUM 69
    69. 69. THE NUMBERS 70 49% 9x 100% 30 200 Increase in page load speed through checkout using Tealium IT savings ROI by using Tealium Orders saved during vendor outages on Cyber Monday Minutes spent to implement Adobe SiteCatalyst TAGS MIN
    70. 70. 71 IT’S TIME FOR QUESTIONS! Thank You…
    71. 71. CONTACTTEALIUM Adam Corey Director, Business Development Tealium adam.corey@tealium.com (888) 622-2050 www.tealium.com @tealium HQ: San Diego, CA Offices in UK, Germany
    72. 72. AFTER THE CALL 73 • You’ll receive a copy of the eConsultancy eBook • Learn more about Tealium or see a demonstration at http://tealium.com/exacttarget
    73. 73. CONTACT WINDSOR CIRCLE Andrew Pearson VP of Marketing Windsor Circle, Inc. Andrew.pearson@windsorcircle.com @arjpearson Windsor Circle, Inc. 111 E Chapel Hill Street Durham, NC 27701 (919) 822-2009 www.windsorcircle.com @windsorcircle
    74. 74. 9 PILLARS OF RETENTION MARKETING AUTOMATION Webinar, Oct 3rd, 1pm http://www.windsorcircle.com/resources/webinars

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