windsor circle webinar 9 pillars of reteniton automation featuring spangler candy

Windsor Circle’s 9 Pillars of Retention Automation, Holiday Strategy, & App Demo hosted by ExactTarget, featuring Spangler CandyPresented by: Andrew Pearson, Windsor CircleJim Knight, Spangler Candy

App TheaterWebinar Series

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.

• 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.

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Today’s webinar is moderated by:

Nicole DelMastroGlobal Marketing Activation Manager,

ExactTarget

@ItsMeNicole

Your hosts

Andrew PearsonVP of Marketing, Windsor Circle

@arjpearson @windsorcircle

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Jim KnightVP Marketing / Ecommerce

@Dum_Dums

It’s the Customers you Keep who Count.Getting more from existing customers

9 Pillars of Retention Automation

A Customer Engagement & Lifecycle Marketing Automation Framework

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

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

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And more!

Introducing Spangler Candy

Spangler was founded in 1906 by Arthur Spangler.

Past Present

Spangler Candy 2013•Headquartered in Bryan, Ohio•Over 500,000 square feet•600 Employees

Dum Dums Candy Canes Saf-T-Pops Circus Peanuts

Mattea St. John - E-Commerce & Social Media ManagerSpangler Candy Company4 ½ years

Jim Knight - VP- Marketing/E-CommerceSpangler Candy Company17 years

•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.

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 e-commerce in 1996.”

- Jim Knight, VP Marketing / E-Commerce, Spangler Candy

5 Trivia Questions, 5 Winners!

#1: Know your Customers

Use Windsor Circle analytics to understand customer lifetime value

Can you identifyyour 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.

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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

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#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/results

Welcome Series

ExactTargetTriggered Email

Subject: Welcome to the Dum Dum Digest!

42.9% Open Rate14.2% Click-thru Rate

Start date: Jul 2010

Welcome Series

ExactTargetTriggered Email

Subject: Welcome to Candy2Business!

50% Open Rate19.3% Click-thru Rate

Start date: Jul 2010

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 CircleSingle Send Sep 2013

Subject: Thanks for your Recent Purchase!

45% Open Rate7.7% Click-thru Rate

Start date: 9/16/2013

*Customers purchasing from Feb. 1st forward

Convert Shoppers into Repeat Buyers

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Windsor Circle client Annemarie Gianni Skin Care uses on-site “smart offers” based on click-behavior 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

Triggered Emails Drive Results

Subject LineDays 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

#4: Amaze Your Best CustomersReward loyalty

Best Customer EmailsExact TargetSingle Send March 2012

Subject: Sign Up and Receive 20% Off!

26% Open Rate8.5% Click-thru Rate

Start date: Mar 2012

Any customer that purchased in 2011.

Special Rewards for VIPs

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Onward Reserve triggers an email notifying the customer that they now have a Personal Shopping Assistant.

Triggered when RFM Score = 111

Automated EmailsOpen Rates

Click Rates

Conversion Rates

Improvement from Regular Email Campaigns 79% 160% 1842%

Revenue

659%

Average Order Value (AOV)

89%

#5: Help Your Customers Buy MoreRecommend, replenish

Automated Replenishment Emails

Based on date the customer is predicted to use up their last order

5x Increase

In Conversion Rates

Emails to Last Year’s Holiday Shoppers

Automated “Hot Combo” Emails

Automated Replenishment Campaigns

Spangler Candy Holiday Opportunities

•Big spenders segment

•Candy cane segment

•Mini-candy cane segment

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Trivia: Which candy cane variety is the Windsor Circle Client Success team salivating over?

#6: Save Your Churning CustomersHolidays is the perfect opportunity to win back your latent best

Win Back Latent Best Customers

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16.2 % Higher Open Rates Than

List Average

Win Back Campaign

Windsor CircleSingle Send Sep 2013

Subject: We've Missed You!

29.9% Open Rate8.8% Click-thru Rate

Start date: 9/16/2013

*Any customer who purchasedFeb. 1, 2013 or before (3 years back)

Win Back Results

Windsor Circle - Single Send 9/16/2013 ResultsSubject: We've Missed You!2.38x lift from our average weekday sales numberSingle highest day of revenue, since start in e-commerce in 1996.

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 promise, thanks from CEO, “You’re the best”

• Early access to products

#7: Create evangelists

Your very best customers drive purchases through public loyalty.

Find them. Motivate them. Reward them.

Find Evangelists via Social

Contests

work.

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Trivia: How many steps are in the Dum Dum Lollipop production process?

Build Loyalty by Going the Extra Mile

Stay Relevant: Spangler Candy New Email Design

#8: Listen to Your CustomersFrom click behavior to A/B testing, reviews to net promoter scores

Find your “Net Promoters”

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Ask for Reviews

Trivia: When was Spangler Candy founded?

#9: Acquire Retainable CustomersUse historical order data to ID best acquisition channels

Acquire Retainable Customers

Analyze historical order data to ID marketing channels which produce high lifetime value

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Then, predict CLV based on acquisition channel, profile, persona, products, etc…

email

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Retention Automation

Get more from existing customers

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“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

"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 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

Joint Windsor Circle / ExactTarget Clients

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

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Q & A

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Q&A: 9 Pillars of Retention Automation

A Customer Engagement & Lifecycle Marketing Automation Framework

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

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10 Steps to Make Dum Dums

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Thank you!