Customer Retention Through Advanced Data Driven Marketing - Windsor Circle & Artbeads eTail West 2015

Cortney Wright | Artbeads.com

Cortney Wright Vice President Artbeads.com Gig Harbor, WA IR # 488

Artbeads.com Stocks a Wide Variety of Products

Artbeads.com Stocks a Wide Variety of Brands

Andrew Pearson

Windsor Circle VP of MarkeEng @arjpearson @windsorcircle www.windsorcircle.com

Our Agenda

Reten%on Examples Plan

Repeat buyers = 8% of site visitors, but 41% of revenue

Enterprise Data Feeds:

Data updated con%nuously into custom fields or rela%onal tables in your email so;ware

and more

Guaranteed eCommerce-‐to-‐ESP Integra%ons:

and more

Ini%aliza%on Op%miza%on Reten%on Automa%on Win by: •  Volume •  Content •  Data

Key Metrics: •  List Size •  Send Volume

•  Opens •  Clicks

•  Conversions •  Engaged Subscribers •  Churn

Key Ac%vi%es: •  Build list •  Send frequently

•  Frequent Sends •  Content CreaEon •  Dashboard and ReporEng

•  Contact Strategy •  RFM Analysis •  Market Basket Analysis

ESP Selec%on: •  Cost •  BeTer Feature Sets •  Cost •  Integra%on •  Segmenta%on •  Automa%on

Segmenta%on: •  None •  Available but Limited •  Advanced •  Purchase history •  Web history

Automa%on: •  None •  None •  Post Purchase Welcome Series •  Win Back Campaigns •  Cross Merchandizing •  Reviews

The 3 Stages of Email MarkeEng

Old School Marketing: A 1st Time Buyer’s Path

Customer makes 1st purchase

Receives a welcome email

Receives mass-marketing emails

Never makes a 2nd purchase, &

unsubscribes

Artbeads.com

Social Events Direct Paid Organic Print

Email Sign Up Welcome Program

Welcome #1 Welcome #2 Welcome #3 Welcome #4

Email Sign-‐Up Purchase

Purchase

Marke%ng Calendar

From Welcome to Purchase 1 to Purchase 2

Product Category

Coupon Reminder

Segmented Promo%ons:


Drive Repeat Buying Behavior Subject: Remember that Card in Your Last Package? Rules: •  Sent to customers who ordered

in the previous month –  (they received this physical coupon

w/ prior order)

•  Sent just before coupon expires Drives repeat buying

Purchase

Marke%ng Calendar


Product Category

Coupon Reminder



Post Purchase #2 Post Purchase #3 Post Purchase #1

Educate about the Product Launched in December 2014

76% 26.4%

Open Rates

Click Rates

Rules: •  Last Order contains “Crimps” •  X Days ader Last Order Date

Purchase

Marke%ng Calendar


Product Category

Coupon Reminder


Cross Sell



Make the Cross-Sell

Launched January 21, 2015

Rules: •  Last order contains “Product X” •  Y days ader last order

User Generated Content: •  Quote, images

Purchase

Marke%ng Calendar


Product Category

Coupon Reminder


Replenishment

Cross Sell



Running since July 2013

53% 1%

Open Rates Click Rates

Replenish What’s out

Rules: •  Last Order contains “ZambaPro Jewelry Wire” •  X Days ader Last Order Date or •  Y Days before Predicted Replenishment Date

Purchase

Marke%ng Calendar


Product Category

Coupon Reminder


Replenishment

Birthday

Cross Sell



Celebrate the Birthday Sent each year if we have a birthday recorded for the customer

70.2% 14.6%

Open Rates

Click Rates

Purchase

Marke%ng Calendar


Product Category

Coupon Reminder

Segmented Promo%ons: Birthday

Replenishment

Anniversary

Cross Sell



Remember the Anniversary Sent each year, 1 year ader first purchase date •  Different creaEve each year •  Varying thank you offers

Subject:

[FIRST NAME], an anniversary gid just for you

RFM Segments

RFM

R1M1F1: Best Customers

RxFxM1: Big Spenders

R1F4M1: New Spenders

Purchase

RFM Purchase

Marke%ng Calendar

AutomaEc SegmenEng by Customer Score

Reward your Best Launched in December 2012

Subject: FIRST NAME, You’re the Best

Rules: •  Sent 2 weeks ader select large

sales •  To “Best Customers” defined by

Windsor Circle data •  Who did NOT order during the

big sale •  Includes coupon code again

(new coupon code, ex 20% off)

RFM Segments

RFM

R1M1F1: Best Customers

RxFxM1: Big Spenders

R1F4M1: New Spenders

Win Back #1

Win Back #2

Win Back #3

R4F1M1: Churning Customers

Purchase

RFM Purchase

Marke%ng Calendar

AutomaEc SegmenEng by Customer Score

Joe – Semi-Annual Buyer Welcome emails

1-21

Cross Sell - Bails 35

4 Post Purchase Education

Product Replenishment 135

Best Customer Coupon Reminder 215

40 2nd purchase $140 – Bails, Chain

80 3rd purchase $50 – Jewelry Wire

140 4th purchase $120 - Refill on Wire

0 1st purchase $25 - Wire, Beads

Days

Welcome email 1 1

5 Welcome 2: Social Connection

Coupon Reminder 40

Marketing Calendar

Marketing Calendar

…

366 3rd purchase $205 – Swarovski Crystal

How Data Can Drive Personalized Lifecycle Marke%ng

Survey 110

Birthday Email 67

365 Anniversary Email

Welcome 3: Learning Center 14

Welcome 4: Ways to Save 21

46 2nd purchase $65 - Resin

Days

0 1st purchase $240 –Swarovski Crystal

Becky – Recommend & Reward!

Data Drives Results for Artbeads.com

0% 10% 20% 30% 40% 50% 60% 70% 80%

Open Rate Click Rate

Non-WC All WC Product Education Replenishment Birthday

57.5% Open Rate

5.6% Click Rate

Automated, Personalized Standard Promotions

20.3% Open Rate

4.1% Click Rate

+ 183% Increase in Opens

+ 37% Increase in Clicks

9 Pillars of Customer RetenEon

ANALYZE

CONNECT THANK

REWARD

GET MORE

WIN BACK EVANGELIZE

LISTEN

ACQUIRE

APPENDIX

34

Retention, Perfectly Brewed

How CoffeeForLess makes $1MM+ a year from Data-Driven Lifecycle Emails

35

Retention, Perfectly Brewed

Working Person’s Store makes over $1MM a year by personalizing product recommendation emails

Heavy Duty Personalization

36

Smooth Segmentation

SkinMedix sees over 50x ROI by segmenting weekly emails and automating customer retention

37

$100k/month, $1MM/year+ from Reten%on Automa%on

MILLION DOLLAR CIRCLE Driving Real ROI from Retention Automation

50x ROI

Congratulations to these 3 retailers making over $1MM a year from Retention Automation

66% 125%

increase in opens increase in clicks

3x the opens

38

Download the Case Studies Today

www.windsorcircle.com/onemillion

39

How-To Guides Windsorcircle.com/resources#how-‐to-‐guides

Data & Analytics

Customer Retention Through Advanced Data Driven Marketing - Windsor Circle & Artbeads eTail West 2015