Date post: | 17-Jul-2015 |
Category: |
Marketing |
Upload: | windsor-circle |
View: | 289 times |
Download: | 4 times |
Presenters:
Andrew PearsonVP, Marketing Windsor Circle
Polly FlinchContent Marketing Coordinator
Windsor Circle
Agenda:
• Intro• Valentine’s Day Strategy• Key Segments • Messaging• Timing
Tweet to win!#DataDrivenLove & @WindsorCircle
1st Place: $200 gift card to a restaurant of your choice for Valentine’s Day
2nd Place: Valentine’s Day gift basket valued at $100
About Windsor Circle
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
Connect your eCommerce Platform to your ESP
Valentine’s Day…By the NumbersConnect your eCommerce Platform to your ESP
Valentine’s Day is a highly competitive time for retailers.
Sources: Stambor, Zak. "For Valentine's Day, E-retailers Should Get Personal." Personalization. InternetRetailer, 5 Feb. 2014. Web. 31 Dec. 2014.
• 59% of shoppers say they prefer to buy their Valentine’s Day gifts online
• 58% of shoppers say that retail websites and online ads will influence their Valentine’s Day purchases
How can retailers stand out in the crowd?
Create Your Valentine’s Day StrategyConnect your eCommerce Platform to your ESP
Key Elements:• Segments• Messaging• Timing
#DataDrivenLove
Key Segments
Identify Your Key Segments:
Not all customers are created equal, meaning your shouldn’t send the same email to every customer. Here are the key segments you should be on the look out for in the lead up to Valentine’s Day:
A. Last Year’s Valentine’s Day Buyers
B. Best Customers
C. Procrastinators D. Biggest Ticket Items with Cross-Sell Opportunities
E. Churning Customers
F. 1x Purchasers from Nov-Dec
G. Subscribers (Non-Purchasers)
#DataDrivenLove
Last Year’s Valentine’s Day Buyers
Purchase Date ≥ 1.15.14
Purchase Date ≤ 2.14.14
*
Identify 2014 Valentine’s Day Buyers
Last Year’s Valentine’s Day Buyers
Dear [First Name],
This time last year you shopped with us and hopefully we helped you have a special Valentine’s Day.
Can we be your date again this year?
Whether making coffee for your sweetheart or enjoying some alone time, nothing says love like hot espresso from the Lavazza A Modo Mio capsule coffee machine.
Buy one today and receive a free set of capsules so you can truly enjoy the Italian espresso experience at home.
• Update text
• Update offer
Procrastinators
Step-by-Step Guide
1. Identify last minute buyers. Any customer who’s purchase date is after Feb. 6, and before Feb. 14, 2014.
2. Identify rush shippers. Any customer who paid for rush shipping since February 1, 2014
Tip: Your goal is to help your chronic procrastinators get a head start. Make sure to email them well before the actual holiday and keep a cadence to help remind them to make a purchase.
Purchase Date ≥ 2.6.14
Purchase Date ≤ 2.14.14*
Rush Shipping since 2.1.14
Best Customers
1. Identify most recent. a. Rank all customers by number of
days since last purchaseb. Divide list into 4 groups (quartiles)c. Give Quartile 1 (first group) a rank
of R=1
Best Customers
R1
M1
F1
#DataDrivenLove
2. Identify most frequent. Use the same process as above but with the quantity of orders. Give Quartile 1 of this group a rank of F=1
3. Identify highest monetary value. Use the same process as above but with the amount of money spent. Give Quartile 1 of this group a rank of M=1
Step-by-Step Guide
Campaign Timing & Segments
#DataDrivenLove
Campaign: Segmented Promotion
Segment 1: All otherGeneral promotion of V-Day or other products
Segment 2: 1x 2014 HolidayMessaging: Thank you for shopping with us last Holiday season.Dynamic product image to cross sell based on holiday purchase.
Segment 3: Last Years Valentines BuyersMessaging: Here’s to another Valentine’s Day together
Suppress customers who have purchased since 1/15/2014
Campaign Timing & Segments
#DataDrivenLove
Campaign: Best Customer & Churning Customer Offer
Email 1: Best Customer SegmentMessaging: This is a V-Day special for our best customersThreshold based discount, or special gift if you spend $X
Email 2: Churning Customer SegmentMessaging: Our Valentine’s would be more special with you around.
Suppress customers who have purchased since 1/15/2014
Campaign Timing & Segments
#DataDrivenLove
Campaign: General Promotion
Segment: All CustomersPromote V-Day hot products, reminder about shipping options, specials, deadlines
Suppress customers who have purchased since 1/15/2014
Campaign Timing & Segments
#DataDrivenLove
Campaign: Segmented Promotion
Segment: All othersV-Day messaging + static product recommendation (based on product analysis)
Segment: Big TicketsTarget customers who have purchased product X, but not cross-sells Y & ZPosition cross-sells as product recommendation
Suppress customers who have purchased since 1/15/2014
Campaign Timing & Segments
#DataDrivenLove
Campaign: Procrastinators Only
Segment: ProcrastinatorsMessaging: Don’t delay! Just a helpful reminder about these shipping deadlines, offers, and e-gift card options for your V-Day shopping
Suppress customers who have purchased since 1/15/2014
Campaign Timing & Segments
#DataDrivenLove
Campaign: Best Customer
Segment: Best CustomersReminder about best customer offer
Suppress customers who have purchased since 1/15/2014
Campaign Timing & Segments
#DataDrivenLove
Campaign: General Promotion
Segment: All CustomersHighlight any remaining items that could be shipped overnight (gift basket or set)Promote e-gift cards
Suppress customers who have purchased since 1/15/2014
Campaign Timing & Segments
#DataDrivenLove
Campaign: V-Day Card
Segment: All CustomersValentine’s card (or link to video card!) to share love with your customers
Optional Segment: Best CustomersInclude a special gift (ex: $20 e-gift card) as a special reward
No suppression required!
Questions?
Want more?
Download the Valentine’s Day eBook:
WindsorCircle.com/VDay2015
1. Last Year’s Valentine’s Day Buyers2. Best Customers3. Churning Customers4. 1x Purchasers from Nov-Dec 20145. Procrastinators6. Biggest Ticket Items with Cross-Sell
Opportunities7. Subscribers
7 Key Segments: