webinar: 9 pillars of retention automation, oct 2013 featuring lyris and windsor circle
DESCRIPTION
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.TRANSCRIPT
9 PILLARS OF RETENTION AUTOMATION WEBINAR
Repeat buyers don’t just fall from the sky...Get more from existing customers with Retention Automation.
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TODAY’S SPEAKERS
Brad McGinityVP of Sales
Windsor Circle, Inc.
Andrew PearsonVP of Marketing
Windsor Circle, Inc.
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
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9 PILLARS OF RETENTION AUTOMATION
1. Know Your Customers2. Get Connected: Permission to
Retain 3. Thank Your Customers4. Amaze Your Best Customers5. Help Your Customers Enjoy More6. Save Your Churning Customers7. Create Evangelists8. Listen to Your Customers9. Acquire Retainable Customers
ROCKING THE HOLIDAYS WITH RETENTION AUTOMATION
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PREP NOW. HOLIDAY CAMPAIGNS START IN OCTOBER.
Experian shows holiday emails begin in force by early October.
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2012 LESSON: MORE EMAIL MARKETING!
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RETENTION MATTERS
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TIMING OF HOLIDAY REVENUE
THE RULES OF THE GAME ARE CHANGING
Why Focus on Retention?
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YOU GET WHAT YOU PAY FOR
Source: Adobe Loyal Shopper’s Report April 2013
22% Marketing Budget focused on Retention
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BUT IS IT DRIVING THE RESULTS YOU EXPECTED?
Source: Adobe Loyal Shopper’s Report April 2013
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MARKETING TO EXISTING VS. NEW CUSTOMERS GENERATES 2.5X ROI
2.5X
ROI from Marketing Spend on Existing vs. New Customers
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WIDENING GULF: HAVES & HAVE NOTS
• Top 100: 94% Inbox Placement • Everyone Else: 82% Inbox
Placement• Winning war through:
– Personalization– Automation– Loyalty– Customer Experience
Source: ReturnPath Email Intelligence Report Q4 2012
Top 100 Retailers
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The Game Has Changed.You Must
Keep Your Customers.
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LYRIS RETENTION AUTOMATION SOLUTION
Lyris Retention Automation SolutionPowered by Windsor Circle
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CONNECT ANY ECOMMERCE PLATFORM TO LYRIS
And more!
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CONNECT. ANALYZE. AUTOMATE.
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Connect Analyze Automate
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RETENTION AUTOMATION PLATFORM
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.
9 PILLARS OF RETENTION MARKETING AUTOMATION
KNOW YOUR CUSTOMERSRetention Automation Pillar #1
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DO YOU KNOW WHO YOUR LAST-MINUTE HOLIDAY SHOPPERS ARE?
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DO YOU REMEMBER PEOPLE’S BIRTHDAYS?
FOCUS ON REPEAT BUYERSTO GROW REVENUE
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PROFILES AND SEGMENTS
KNOW YOUR CUSTOMERS’ LIFETIME VALUE
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SEGMENT YOUR CUSTOMERS
1, 2, 3 TIME BUYERS AND MORE
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UNDERSTANDING LATENCY
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
Lightboxes work: One Windsor Circle client got 700% increase in sign-ups
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TRY A LIGHTBOX / POPUP
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LIGHTBOXES WORK
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NEW SUBSCRIBER WELCOME EMAILS
Welcome new subscribers:• Explain brand
value• Set expectations• Offer suggestions
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SHOW THEM YOUR BRAND
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SHOW THEM YOUR WORLD
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TAKE THEM BEHIND THE SCENES
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
THANK YOUR CUSTOMERSRetention Automation Pillar #3
WELCOME & THANK NEW CUSTOMERS
We bought green pants, we got a welcome email from the CEO
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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 Rate18% Click Throughs2% Conversions One simple, automated email helps turn one-time and lapsing customers into repeat buyers.
Windsorcircle.com/results
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POST PURCHASE THANK YOU SERIES #1
29.2 % Higher Open Rates Than
List Average
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
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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
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EMAILS TO LAST YEAR’S HOLIDAY SHOPPERS
AMAZE YOUR BEST CUSTOMERSRetention Automation Pillar #4
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MAKE MONEY ALL YEAR LONG
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 Rate3.1% Click Rate27x increase in Conversions
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BEST CUSTOMERS DESERVE THE BEST
14.2% Higher Open Rates Than
List Average
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BEST CUSTOMER REWARD: PERSONAL SHOPPING ASSISTANT
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%
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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
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HOT COMBOS & CROSS SELLS
Automated “Hot Combo” product recommendation based on past products purchased.
• Open Rate: 76%
• Click Rate: 24%
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HOT COMBOS & CROSS SELLS
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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 Rate
• 10.4% Click
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REPLENISHMENT CAMPAIGNS
PRODUCT RECOMMENDATION
Windsor Circle client Golfetail’s Segmented Sends Relative to Daily Email Offers:
Open Rate: 256%Click Rate: 283%Conversions: 169%
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SEGMENT BASED ON PRODUCT PREFERENCES
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SEGMENTED NURTURE PROGRAMS
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
YesNo
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 %
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AUTOMATED REPLENISHMENT EMAILS
Based on date the customer is predicted to use up their last order
Conversion Rates Increased 5x
CONSISTENT THEME THAT SUPPORTS EMAIL VOLUME
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SAVE YOUR CHURNING CUSTOMERS
Retention Automation Pillar #6
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SAVE YOUR CHURNING CUSTOMERS
16.2 % Higher Open Rates Than
List Average
WIN BACK CAMPAIGNS
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WIN BACK CAMPAIGNS
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WIN BACK CAMPAIGNS
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
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REMINDER: SUBMIT YOUR QUESTIONS!
CREATE EVANGELISTSRetention Automation Pillar #7
CONNECT VIA SOCIAL
• Motivate Follows and Friends• Personalize • Branding (branded give-aways)
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SOLICIT (AND REWARD) REVIEWS
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IDENTIFY, REWARD, & BUILD BRAND LOYALTY
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PINTEREST CONTESTS SOCIALIZE SHOPPING
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.
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PINTEREST CONTEST
LISTEN TO YOUR CUSTOMERSRetention Automation Pillar #8
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ASK YOUR CUSTOMERS’ PREFERENCES
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ASK FOR REVIEWS
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NET PROMOTER SCORES / SURVEYS
ACQUIRE RETAINABLE CUSTOMERS
Retention Automation Pillar #9
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Lyris
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WHICH PRODUCTS CREATE REPEAT BUYERS?
THANK YOU FOR ATTENDING!
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9 PILLARS OF RETENTION AUTOMATION
1. Know Your Customers: Analyze before October2. Get Permission to Connect & Retain: Opt-in campaign, lightbox email
capture3. 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.
CONTACT US
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CONTACT WINDSOR CIRCLE
Speaker Contact
Information:[email protected]@[email protected]@McGinity
Windsor Circle, Inc.111 E Chapel Hill StreetDurham, NC 27701(919) 822-2009www.windsorcircle.com@windsorcircle