App Theater
Webinar Series

Windsor Circle’s 9 Pillars of
Retention Automation, Holiday
Strategy, & App Demo hosted
by Exa...
#ETWebinar

Before We Get Started…
• To submit questions during the webinar, use the
Q&A Chat feature to the left of your ...
#ETWebinar

Your hosts

Andrew Pearson
VP of Marketing, Windsor Circle
@arjpearson @windsorcircle

Jim Knight
VP Marketing...
It’s the Customers you Keep
who Count.
Getting more from existing customers
#ETWebinar

9 Pillars of Retention Automation
A Customer Engagement & Lifecycle
Marketing Automation Framework
1.
2.
3.
4....
#ETWebinar

Windsor Circle’s Retention Automation Platform:
Connect any Ecommerce Platform to ExactTarget

And more!
Introducing Spangler Candy

Present

Past

Spangler was founded
in 1906 by
Arthur Spangler.

Dum Dums

Candy Canes

Spangl...
•Spangler Candy started our web site in July 1997.
•Spangler Candy added e-commerce in May 1998.
•Spangler Candy signed wi...
Data-driven Marketing Works
“We sent out Windsor Circle enabled emails on 9/16/13, and the result was a
2.38x lift from ou...
5 Trivia Questions, 5 Winners!
#1: Know your Customers
Use Windsor Circle analytics to
understand customer lifetime value
Can you identify
your last-minute
holiday shoppers?

Purchase history is incredibly
valuable for predicting behavior.
Do you Know
Their Birthdays?

Profile data is incredibly valuable
for personalizing engagement.
#ETWebinar

Template

Template
Template
#ETWebinar

Know Your Customers
• Ongoing RFM analysis
• Identify customer segments
• Predict customer lifetime value
• De...
#2: Get Connected
(Permission to Retain)
Get the email address, then welcome
new subscribers and new customers.
Welcome New Subscribers to your Brand
Results:
Over 50% Open Rate
18% Click Throughs
2% Conversions
Windsorcircle.com/resu...
Welcome Series
ExactTarget
Triggered Email
Subject: Welcome to
the Dum Dum Digest!
42.9% Open Rate
14.2% Click-thru Rate
S...
Welcome Series
ExactTarget
Triggered Email
Subject: Welcome to
Candy2Business!
50% Open Rate
19.3% Click-thru Rate
Start d...
Automating Welcome Series in ExactTarget

Trivia: How many millions of Dum Dums are made each day?
#3: Thank your Customers
Convert shoppers to repeat buyers
with a warm thanks
Post Purchase Thank You
We bought green pants, we got
a thank you email from the CEO
Welcome New Customers to your World
Spangler Candy New Customer Welcome
Windsor Circle
Single Send Sep 2013
Subject: Thanks for your
Recent Purchase!
45% Open...
#ETWebinar

Convert Shoppers into Repeat Buyers
Windsor Circle client Annemarie
Gianni Skin Care uses on-site
“smart offer...
Triggered Emails Drive Results
Days After
Sample Kit

Open

Click

Here’s What Others Have to Say About
Annmarie, Plus Kee...
#4: Amaze Your Best
Customers
Reward loyalty
Best Customer Emails
Exact Target
Single Send March 2012
Subject: Sign Up and
Receive 20% Off!
26% Open Rate
8.5% Click-th...
#ETWebinar

Special Rewards
for VIPs
Onward Reserve triggers an
email notifying the customer
that they now have a Personal...
#5: Help Your Customers
Buy More
Recommend, replenish
Automated Replenishment Emails
Based on date the
customer is predicted to
use up their last order

5x Increase
In Conversi...
Emails to Last Year’s Holiday Shoppers
Automated “Hot Combo” Emails
Automated Replenishment Campaigns
#ETWebinar

Spangler Candy Holiday Opportunities

• Big spenders segment
• Candy cane segment
• Mini-candy cane segment

T...
#6: Save Your Churning
Customers
Holidays is the perfect opportunity to
win back your latent best
#ETWebinar

Win Back Latent Best Customers

16.2 %
Higher Open
Rates Than
List Average
Win Back Campaign
Windsor Circle
Single Send Sep 2013
Subject: We've Missed You!
29.9% Open Rate
8.8% Click-thru Rate
Star...
Win Back Results
Windsor Circle - Single Send 9/16/2013 Results
Subject: We've Missed You!
2.38x lift from our average wee...
Win Back Campaign Rules

Trivia: What kinds of sugar are used in Spangler products?
Win Back Campaign Rules

Send 3-part Win-Back with:
•
•
•
•

30% off + free shipping
Fee gift w/ next purchase
Brand promi...
#7: Create evangelists
Your very best customers drive purchases
through public loyalty.
Find them. Motivate them. Reward t...
#ETWebinar

Find Evangelists
via Social

Contests
work.

Trivia: How many steps are in the
Dum Dum Lollipop production
pro...
Build Loyalty by Going the Extra Mile
Stay Relevant: Spangler Candy New Email Design
#8: Listen to Your
Customers
From click behavior to A/B testing,
reviews to net promoter scores
#ETWebinar

Find your “Net Promoters”

53
Ask for Reviews

Trivia: When was Spangler
Candy founded?
#9: Acquire Retainable
Customers
Use historical order data to ID best
acquisition channels
#ETWebinar

Acquire Retainable Customers
Analyze historical order data to
ID marketing channels which
produce high lifetim...
email
58
Retention Automation
Get more from existing customers
#ETWebinar

Joint Windsor Circle / ExactTarget Clients
We sent out Windsor Circle enabled emails on 9/16/13, and the resul...
#ETWebinar

ET100 Special Offer

Free 6 mo. Windsor Circle
Subscription
• Data-Plus Integration: 30+ data fields
• Custome...
#ETWebinar

Q&A
#ETWebinar

Q&A: 9 Pillars of Retention Automation
A Customer Engagement & Lifecycle
Marketing Automation Framework
1.
2.
...
10 Steps to Make Dum Dums
For more webinars visit
www.exacttarget.com/webinars
www.windsorcircle.com/webinars
Thank you!
Windsor Circle Webinar 9 Pillars of Reteniton Automation featuring Spangler Candy
Windsor Circle Webinar 9 Pillars of Reteniton Automation featuring Spangler Candy
Windsor Circle Webinar 9 Pillars of Reteniton Automation featuring Spangler Candy
Windsor Circle Webinar 9 Pillars of Reteniton Automation featuring Spangler Candy
Windsor Circle Webinar 9 Pillars of Reteniton Automation featuring Spangler Candy
Windsor Circle Webinar 9 Pillars of Reteniton Automation featuring Spangler Candy
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Windsor Circle Webinar 9 Pillars of Reteniton Automation featuring Spangler Candy

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9 Pillars of Retention Automation, Holiday Strategy, & App Demo hosted by ExactTarget, featuring Spangler Candy:
Integrating Retail Big Data, Analyzing & Predicting Customer Lifetime Value, and Automating Email Marketing

“We sent out Windsor Circle enabled emails on 9/16/13, and the result was a 2.38x lift from our average weekday sales number (our sales skew toward the weekdays and are lower on weekends)", said Jim Knight, VP Marketing / E-Commerce at Spangler Candy (maker of Dum Dums), a joint ExactTarget and Windsor Circle client.
It was also our single highest day of revenue thus far, since our start in e-commerce in 1996.”

Windsor Circle follows up our ExactTarget Connections conference exhibit and App Theatre presentation with this in-depth, example-packed 30 minute, 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 Jim Knight 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.

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Windsor Circle Webinar 9 Pillars of Reteniton Automation featuring Spangler Candy

  1. 1. App Theater Webinar Series Windsor Circle’s 9 Pillars of Retention Automation, Holiday Strategy, & App Demo hosted by ExactTarget, featuring Spangler Candy Presented by: Andrew Pearson, Windsor Circle Jim Knight, Spangler Candy
  2. 2. #ETWebinar Before We Get Started… • To submit questions during the webinar, use the Q&A Chat feature to the left of your console. Questions will be answered at the conclusion of the webinar. Today’s webinar is moderated by: • Join the conversation on Twitter by using hashtag #ETWebinar #RetentionAutomation • Everyone will receive a link to a recording the presentation and a copy of resources mentioned within 2-3 business days. Nicole DelMastro Global Marketing Activation Manager, ExactTarget @ItsMeNicole
  3. 3. #ETWebinar Your hosts Andrew Pearson VP of Marketing, Windsor Circle @arjpearson @windsorcircle Jim Knight VP Marketing / Ecommerce @Dum_Dums
  4. 4. It’s the Customers you Keep who Count. Getting more from existing customers
  5. 5. #ETWebinar 9 Pillars of Retention Automation A Customer Engagement & Lifecycle Marketing Automation Framework 1. 2. 3. 4. 5. 6. 7. 8. 9. Know Your Customers Get Connected: Permission to Retain Thank Your Customers Amaze Your Best Customers Help Your Customers Enjoy More Save Your Churning Customers Create Evangelists Listen to Your Customers Acquire Retainable Customers
  6. 6. #ETWebinar Windsor Circle’s Retention Automation Platform: Connect any Ecommerce Platform to ExactTarget And more!
  7. 7. Introducing Spangler Candy Present Past Spangler was founded in 1906 by Arthur Spangler. Dum Dums Candy Canes Spangler Candy 2013 •Headquartered in Bryan, Ohio •Over 500,000 square feet •600 Employees Saf-T-Pops Circus Peanuts
  8. 8. •Spangler Candy started our web site in July 1997. •Spangler Candy added e-commerce in May 1998. •Spangler Candy signed with Exact Target in April 2005. •Spangler Candy signed with Windsor Circle in November 2012. Mattea St. John - E-Commerce & Social Media Manager Spangler Candy Company 4 ½ years Jim Knight - VP- Marketing/E-Commerce Spangler Candy Company 17 years
  9. 9. Data-driven Marketing Works “We sent out Windsor Circle enabled emails on 9/16/13, and the result was a 2.38x lift from our average weekday sales number (our sales skew toward the weekdays and are lower on weekends). It was also our single highest day of revenue thus far, since our start in ecommerce in 1996.” - Jim Knight, VP Marketing / E-Commerce, Spangler Candy
  10. 10. 5 Trivia Questions, 5 Winners!
  11. 11. #1: Know your Customers Use Windsor Circle analytics to understand customer lifetime value
  12. 12. Can you identify your last-minute holiday shoppers? Purchase history is incredibly valuable for predicting behavior.
  13. 13. Do you Know Their Birthdays? Profile data is incredibly valuable for personalizing engagement.
  14. 14. #ETWebinar Template Template Template
  15. 15. #ETWebinar Know Your Customers • Ongoing RFM analysis • Identify customer segments • Predict customer lifetime value • Determine lifecycle stages & timing • Build personas & personalize messaging > So you can automate retention marketing
  16. 16. #2: Get Connected (Permission to Retain) Get the email address, then welcome new subscribers and new customers.
  17. 17. Welcome New Subscribers to your Brand Results: Over 50% Open Rate 18% Click Throughs 2% Conversions Windsorcircle.com/results
  18. 18. Welcome Series ExactTarget Triggered Email Subject: Welcome to the Dum Dum Digest! 42.9% Open Rate 14.2% Click-thru Rate Start date: Jul 2010
  19. 19. Welcome Series ExactTarget Triggered Email Subject: Welcome to Candy2Business! 50% Open Rate 19.3% Click-thru Rate Start date: Jul 2010
  20. 20. Automating Welcome Series in ExactTarget Trivia: How many millions of Dum Dums are made each day?
  21. 21. #3: Thank your Customers Convert shoppers to repeat buyers with a warm thanks
  22. 22. Post Purchase Thank You We bought green pants, we got a thank you email from the CEO
  23. 23. Welcome New Customers to your World
  24. 24. Spangler Candy New Customer Welcome Windsor Circle Single Send Sep 2013 Subject: Thanks for your Recent Purchase! 45% Open Rate 7.7% Click-thru Rate Start date: 9/16/2013 *Customers purchasing from Feb. 1st forward
  25. 25. #ETWebinar Convert Shoppers into Repeat Buyers Windsor Circle client Annemarie Gianni Skin Care uses on-site “smart offers” based on clickbehavior to offer a $10 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
  26. 26. Triggered Emails Drive Results Days After Sample Kit Open Click 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 Subject Line Offer
  27. 27. #4: Amaze Your Best Customers Reward loyalty
  28. 28. Best Customer Emails Exact Target Single Send March 2012 Subject: Sign Up and Receive 20% Off! 26% Open Rate 8.5% Click-thru Rate Start date: Mar 2012 Any customer that purchased in 2011.
  29. 29. #ETWebinar Special Rewards for VIPs 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 Average Order Value (AOV) 659% 89%
  30. 30. #5: Help Your Customers Buy More Recommend, replenish
  31. 31. Automated Replenishment Emails Based on date the customer is predicted to use up their last order 5x Increase In Conversion Rates
  32. 32. Emails to Last Year’s Holiday Shoppers
  33. 33. Automated “Hot Combo” Emails
  34. 34. Automated Replenishment Campaigns
  35. 35. #ETWebinar Spangler Candy Holiday Opportunities • Big spenders segment • Candy cane segment • Mini-candy cane segment Trivia: Which candy cane variety is the Windsor Circle Client Success team salivating over?
  36. 36. #6: Save Your Churning Customers Holidays is the perfect opportunity to win back your latent best
  37. 37. #ETWebinar Win Back Latent Best Customers 16.2 % Higher Open Rates Than List Average
  38. 38. Win Back Campaign Windsor Circle Single Send Sep 2013 Subject: We've Missed You! 29.9% Open Rate 8.8% Click-thru Rate Start date: 9/16/2013 *Any customer who purchased Feb. 1, 2013 or before (3 years back)
  39. 39. Win Back Results Windsor Circle - Single Send 9/16/2013 Results Subject: We've Missed You! 2.38x lift from our average weekday sales number Single highest day of revenue, since start in e-commerce in 1996.
  40. 40. Win Back Campaign Rules Trivia: What kinds of sugar are used in Spangler products?
  41. 41. Win Back Campaign Rules 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
  42. 42. #7: Create evangelists Your very best customers drive purchases through public loyalty. Find them. Motivate them. Reward them.
  43. 43. #ETWebinar Find Evangelists via Social Contests work. Trivia: How many steps are in the Dum Dum Lollipop production process?
  44. 44. Build Loyalty by Going the Extra Mile
  45. 45. Stay Relevant: Spangler Candy New Email Design
  46. 46. #8: Listen to Your Customers From click behavior to A/B testing, reviews to net promoter scores
  47. 47. #ETWebinar Find your “Net Promoters” 53
  48. 48. Ask for Reviews Trivia: When was Spangler Candy founded?
  49. 49. #9: Acquire Retainable Customers Use historical order data to ID best acquisition channels
  50. 50. #ETWebinar Acquire Retainable Customers Analyze historical order data to ID marketing channels which produce high lifetime value Then, predict CLV based on acquisition channel, profile, persona, products, etc…
  51. 51. email
  52. 52. 58
  53. 53. Retention Automation Get more from existing customers
  54. 54. #ETWebinar Joint Windsor Circle / ExactTarget Clients We sent out Windsor Circle enabled emails on 9/16/13, and the result was a 2.38x lift from our average weekday sales number (our sales skew toward the weekdays and are lower on weekends). It was also our single highest day of revenue thus far, since our start in e-commerce in 1996. - Jim Knight, VP Marketing / E-Commerce, Spangler Candy "Case-Mate adopted Windsor Circle's customer retention analytics App to expand the insights we can gain from our eCommerce data, and identify customer retention and automation opportunities that we can implement using ExactTarget“ - Ruth DeFeo, Case-Mate Senior Manager, Ecommerce. “We had a lot of great customer data locked up in our order management system, and we knew that repeat customers were much more valuable than one-time buyers. But we didn't have the resources to develop a good RFM model, or to automate the data transfer to ExactTarget. Windsor Circle stepped in and provided all those things, plus the kind of personalized, consultative assistance you would expect from an agile, "boutique" type vendor.” - James Witmer, Retail Marketing Director, InkPixi.com 60
  55. 55. #ETWebinar ET100 Special Offer Free 6 mo. Windsor Circle Subscription • Data-Plus Integration: 30+ data fields • Customer Analytics Account • Up to 1MM Records • Any eCommerce platform • No obligations Windsorcircle.com/et100
  56. 56. #ETWebinar Q&A
  57. 57. #ETWebinar Q&A: 9 Pillars of Retention Automation A Customer Engagement & Lifecycle Marketing Automation Framework 1. 2. 3. 4. 5. 6. 7. 8. 9. Know Your Customers Get Connected: Permission to Retain Thank Your Customers Amaze Your Best Customers Help Your Customers Enjoy More Save Your Churning Customers Create Evangelists Listen to Your Customers Acquire Retainable Customers
  58. 58. 10 Steps to Make Dum Dums
  59. 59. For more webinars visit www.exacttarget.com/webinars www.windsorcircle.com/webinars
  60. 60. Thank you!

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