50 must-have email campaigns

The Top 50 Campaigns of 2016(And the Must-Have Automators and Triggers Powering Them)

June 28, 2016

Your Hosts

Greg IvesProduct Marketing ManagerWindsor Circle

Don SedotaVP of Product Windsor Circle

Today’s Takeaways

Overview of Audience Segmentation

Your 50 Must-Have Campaigns

How We Do It

Q&A

A Brief Introduction

Windsor Circle is a Predictive Lifecycle and Retention Marketing Platform that Helps You

Grow Customer Lifetime Value

Where We Fit In

eCommerce Platform Email Marketing

Complete Lifecycle Marketing

Audience Segmentation: 101

Target Marketing Without Limits

Stand out from the noise

Deliver a better customer experience

Generate brand loyalty

It’s highly profitable

The Key Ingredients

Customer Data Amount Spent Predictive Gender Purchase Dates (first, last, etc) Predictive Order Dates Categories of Interest

Product Data Order Data Customer Scoring Browse/Onsite Behavior

The Key Ingredients

Customer Data Product Data

Name, SKU, Store ID Brand Parent Category Number of Products

Order Data Customer Scoring Browse/Onsite Behavior

The Key Ingredients

Customer Data Product Data Order Data

Order Amount Billing Address Shipping Address Coupon Code

Customer Scoring Browse/Onsite Behavior

The Key Ingredients

Customer Data Product Data Order Data Customer Scoring

Recency Volume of Orders Total Spent AOV

Browse/Onsite Behavior

The Key Ingredients

Customer Data Product Data Order Data Customer Scoring Browse/Onsite Behavior

Anonymous Browsing Known User Browser Products Browsed Category Browsed Site Search

Our Formula for Success

Relational tables create countless segment combinations

Add in multiple layers of predictive marketing

Apply segmentation to your automated campaigns

The right content is sent to the right person at exactly the right time

Your performance data becomes extremely insightful

The Top 50

Turn Pageviews into Revenue: Browse

AbandonmentTrigger an email campaign when:

1. …products within the same category have been viewed more than twice

2. …products that contain parts of a certain SKU are viewed

3. …a product or category is browsed for at least a specified amount of time

Turn Pageviews into Revenue: Browse

Abandonment

Or suppress an email campaign when:

4. …the site browsers live outside of the continental US.

5. …products with a price higher than $_x_ are viewed

6. …someone performs a site search for a specific product

Recapture Lost Sales: Cart Recovery

Trigger an email campaign when:

7. …when multiple products from the same category are left behind

8. …when a left-behind product’s SKU contains _x_

Send a bigger incentive when:

9. …my best customers abandon a cart

10.…the price of a product exceeds $_x_

33% Recovery Rate, 62% Open Rate, 24% CTR

Recapture Lost Sales: Cart Recovery

Trigger an email campaign with special messaging when:

11.…a non-purchaser leaves a product behind

12. …someone tries to “game the system” for incentives

(Saw 32% average open rate and 6% click rate)

Turn One-Time Buyers into Loyal Customers: First

Purchase

Send a special message/coupon when:

13. …the customer spends more than $_x_

14. …the customer purchases multiple products

Average 37% open rate and 5% click rate.

Turn One-Time Buyers into Loyal Customers: First

Purchase

Send a special message/coupon when:

15. …the product is from a specific category or is a specific SKU

16. …the product was browsed/searched multiple times before the first purchase

(Generated a 1,200% increase in revenue versus former non-segmented campaign)

Keep Your Customers: Win

BackTrigger an email campaign:

17. …based on the number of previous purchases (1-2x, 3x+)

18. …when the last product purchased costs at least $_x_

19. …when a customer has exceeded his/her predicted order date by _X_ days/weeks

(Saw 53% lift in opens and 114% increase in clicks versus their non-segmented campaign)

Keep Your Customers: Win Back

Send a special incentive when:

20.…the customer has an AOV above $_x_

21.…the last product purchased is from a high value category/brand

Reward Loyalty: Best Customer

Send a special message/reward when:

22.…customers live within the same zip as one of your brick & mortar stores

23.…customers are part of your “member’s club”

Reward Loyalty: Best Customer


24. ...customers are close to reaching (VIP/Elite status) based on AOV or Total Spend

25. …Pre-Sales Event Invitation/Coupon Code for Best Customers

(Sees 3.5x the opens and 4.3x the clicks compared to one-off, promotional emails.)

Perfectly-Timed Reminders: Predictive Replenishment

Trigger a replenishment email campaign:

26.…only when products from a specific category or brand are purchased

27. … when products that contain part or all of a SKU are purchased

28.…only when the total price of a product(s) is greater than $_x_

(Average open rates of 35% with click rates of 5%)

“We were thrilled to make over half a million dollars in revenue in six months using data-driven lifecycle marketing powered by Windsor Circle.”

Ben KirshnerCEO - CoffeeForLess


Trigger a replenishment email campaign:

29.…With a “frequently bought together” product for potential upsell

30. ...With another “top performing” product from the same category

“Windsor Circle's Replenishment Automator has made fulfilling the ongoing needs of our customers easy. The ability to serve emails based on individual usage rates, versus those of the masses, is truly a game-changer. ”

Jackie DelaneyUSCutter



31. ...you have expiring inventory on hand

32. ...new sizes/quantities are availble for the purchased items

33. …to incentize joining a rewards program

(This campaign delivered a $1.47 RPE)


Send a special message when:

34.…to incentize mid cycle ratings and reviews for certain products/categories

35. ...promoting seasonal variations of the replenishable product

“We blew away email goals towards the end of last year with replenishment and cart abandonment. Email and retention have been the rock stars of our marketing program, so we’re excited about where things will go from here. ”

Jeff McRitchieVP of Marketing - MyBinding

Deliver Better Content:Customer Education Series

36. Product Education (Guides, Videos, Tips)

(Resulted in a 274% increase in opens and a 544% rise in clicks)

(Guide email saw 67.8% open rate, 38% CTR)

37. Free Shipping Reminders/Conditions

38. New Product Release

39.Company/Brand Reinforcement Campaign

Deliver Better Content:Customer Education Series

“Automation and having a reliable partner, like Windsor Circle, is especially valuable for a small/mid-size business like ours. The automation takes a ton of work and time off our hands and works while we sleep!”Tygh BailesFounder - Pennington & Bailes

Smarter Automation:Predictive Campaigns

40. Predictive Order Reminders (Pre-Win Back)

41. Gift Givers - Predicted Gender

42. Stand-Alone Dynamic Product Recommendations

Celebratory Incentives43. Segmented Post-Purchase

Thanks

44. Purchase Anniversary Series

45. Birthday Wishes

(246% rise in opens, 256% increase in clicks versus standard promotional email)

Helpful Reminders

46. End of Day Sale Reminder

47. Purchase Reminder – Top Sellers from Category

48. Accessory/Related Item Upsell

49.Post Purchase Survey Reminder

(Average 37% open rate and 5% click rate.)

“Windsor Circle has delivered. You see it in the numbers. I do believe it's the single best thing we do on a daily basis.”

Phil MasielloCo-Founder & CEO - 800razors.com

And finally…

50. Build Your Own Custom Automated Campaign for Your Unique Needs

Quickly Create Solutions for Your Specific Needs

Custom Campaign Automation allows you to:

Create, manage and anaylze almost any type of campaign you can imagine

Save valuable time and resources

Reach customers at every stage of the lifecycle

Questions? (or send to [email protected])

Thank you!

Reminder: The Holidays are Coming!

Be Sure to Get Started with Windsor Circle by July 31

windsorcircle.com/starthere