Windsor Circle Webinar 9 Pillars of Reteniton Automation featuring Spangler Candy
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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 App Theater Webinar Series
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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.
Transcript of 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.
#ETWebinar
Today’s webinar is moderated by:
Nicole DelMastroGlobal Marketing Activation Manager,
ExactTarget
@ItsMeNicole
Your hosts
Andrew PearsonVP of Marketing, Windsor Circle
@arjpearson @windsorcircle
#ETWebinar
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
#ETWebinar
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…
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Retention Automation
Get more from existing customers
#ETWebinar
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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
#ETWebinar
Q & A
#ETWebinar
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
#ETWebinar
10 Steps to Make Dum Dums
For more webinars visitwww.exacttarget.com/webinars
www.windsorcircle.com/webinars
Thank you!
