webinar: 9 pillars of retention automation, oct 2013 featuring lyris and windsor circle

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:Andrew@windsorcircle.com@arjpearsonBrad@windsorcircle.com@McGinity 

Windsor Circle, Inc.111 E Chapel Hill StreetDurham, NC 27701(919) 822-2009www.windsorcircle.com@windsorcircle