Post on 17-Jul-2015
transcript
Nathan Decker
Ecommerce Manager
Evolucion Innovations
nathan@evo.com
www.evo.com
Seattle | Portland | evo.com
evo.com Stocks a Wide Variety of Brands
Andrew Pearson
Windsor Circle
VP of Marketing
@arjpearson@windsorcircle
www.windsorcircle.com
Repeat buyers = 8% of site visitors, but 41% of revenue
Source: Adobe Loyal Shopper’s Report April 2013
Source: Adobe Loyal Shopper’s Report April 2013
Enterprise Data Feeds:
Data updated continuously into custom fields or relational tables in your email software
and more
Guaranteed eCommerce-to-ESP Integrations:
and more
Our Agenda
Acquire Engage Retain
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
evo.com
Social PLADirectPaidOrganic Store
Email Sign-Up
Welcome #1 Welcome #2 Welcome #3
Email Sign Up Welcome Program
Joe – Win him back!
Welcome email
Brand recommendation
1
15
5 Post purchase thank you
Product Education Series67
Product Recommendation135
Best customer email
(sent after trigger)215
402nd purchase
$560 – Ski Boots
803rd purchase
$50 - Socks
1404th purchase
$240 - Jacket
01st purchase
$75 Goggles
Days
No purchases
Welcome email1
5 Post purchase thank you
Product recommendation10
Brand recommendation25
Win-back email 1
Win-back email 2
Win-back email 3
80
92
125
1352nd purchase
$120 - Jacket
Days
01st purchase
$240 – Jacket, Gloves
Sally – Recommend & Reward!
How Data Can Drive Personalized Lifecycle Marketing
Survey110
Utilizing Purchase History to Retain
Customers & Lift Revenue
58%
25%
Open Rates
Click Rates
1. Guide to Trying on Your Boots
Email subject:
Ski Boot Guide – Part 1
Open rate: 67.8%
Click rate: 38%
Why this works:
Relevant Image
Clear CTA
2. How-to VideoEmail subject:
Ski Boot Guide – Part 2
Open rate: 56%
Click rate: 25%
Clear header
Strong image
Simple text
including link to
information from
Email 1
Clear CTA
3. Ski Boot Guide – Part 3Email Subject:
Ski Boot Guide – Part 3
Open rate: 49%
Click rate: 8%
Mentions purchased
product
Use of engaging image
Clear CTA
Why this works:
How we do it
Data Drives Results
3.2
9.6
Times theOpen Rates
Times theClick Rates
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Precision TimingHow evo Saw 3.2 Time the Opens & 9.6 Times the Clicks with Automated How-to Guides
WindsorCircle.com/LiftYourRevenue
Initialization Optimization Retention Automation
Win by: • Volume • Content • Data
Key Metrics: • List Size• Send Volume
• Opens• Clicks
• Conversions• Engaged Subscribers• Churn
Key Activities: • Build list• Send frequently
• Frequent Sends• Content Creation• Dashboard and Reporting
• Contact Strategy• RFM Analysis• Market Basket Analysis
ESP Selection: • Cost • Better Feature Sets • Cost• Integration• Segmentation• Automation
Segmentation: • None • Available but Limited • Advanced• Purchase history• Web history
Automation: • None • None • Post Purchase Welcome Series• Win Back Campaigns• Cross Merchandizing• Reviews
The 3 Stages of Email Marketing
Welcome #1 Welcome #2 Welcome #3
Purchase
Post Purchase
Post Purchase #2
Post Purchase #3
Marketing Calendar
From Welcome to Purchase 1 to Purchase 2
Non Purchasers
Category
Brand Affinity
Regional
Segmented Promotions:
Brand Recommendation
Contest
Review Request
Social Comms
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
RFMPurchase
Marketing Calendar
Automatic Segmenting by Customer Score
Understanding Customer Latency – evo.com
Average Latency
(All Customers)
2011: 153 Days
2012: 174 Days
2013: 194 Days
Median Latency
2011/12 Season
All customer: 25 days
Best customers: 33 days
2012/13 Season
All customer: 25 days
Best customers: 20 days
2013/14 Season
All customer: 30 days
Best customers: 46 days
9 Pillars of Customer Retention
ANALYZE
CONNECT THANK
REWARD
GET MORE
WIN BACKEVANGELIZE
LISTEN
ACQUIRE
Contests:• Email acquisition• Brand loyalty• Co-marketing
Social Media:• Highlight “evoCollective”• Core Values• Culture
evoCollectivespotlights include gear affinity
APPENDIX
44
Retention,
Perfectly
Brewed
How CoffeeForLess makes $1MM+ a year
from Data-Driven Lifecycle Emails
45
Retention, Perfectly Brewed
Working Person’s Store
makes over $1MM a year
by personalizing product
recommendation emails
Heavy Duty
Personalization
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Smooth SegmentationSkinMedix sees over 50x ROI by
segmenting weekly emails and
automating customer retention
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MILLION DOLLAR CIRCLEDriving 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
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Download the Case Studies Today
www.windsorcircle.com/onemillion
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How-To GuidesWindsorcircle.com/resources#how-to-guides