Windsor Circle Win-back Playbook and Guide

8/11/2019 Windsor Circle Win-back Playbook and Guide

1/14


2/14

Bring Churning Customers Back

With a Tiered Win-Back SeriesEveryones got them: customers who made apurchase but haven't returned. They might havemade 1 purchase or several purchases in the past,

but you havent seen them for a few months, half ayear, or nearly a year. Lots of retailers might give upand remove customers like these from their lists, butwe say: hold on!

Acquiring a new customer cancost the retailer 4.8 times morethan keeping an old customer.

So how does a retailer bring lost customers back?

We suggest a longer term approach. Create a seriesof win-back campaigns that are segmented for atleast 3 different customer groups: customers whohave last purchased 3 months ago, 6 months ago,and 9 months ago.

Segmenting these lists in MailChimp offers retailersan often overlooked but demonstrably powerful wayto re-engage nearly-lost customer bases.

Next, set up a series of autoresponder emails withtime slots that match the last purchase and send

them out over the course of months. With eachemail, use a more emphatic subject line and offer astronger incentive, i.e. start with a subject line likeWe miss you and a simple 10% offer, then up theante with a message like, Was it something wesaid?" and offer another (we recommend larger)discount. For your last segment, give customersanother chance to re-engage with the brand. Remindthem about your great return policy, your customersatisfaction policy, something unique about yourbrand and/or offer suggested, related products inyour email.

After all, these customers believed in your brandenough to purchase from you at least once.Capitalize on that piece of your relationship andsteadily remind them of the value of your brand overtime with win-back emails

Windsor Circle provides the data integrations andservices that a growing number of retailers andecommerce businesses rely on to power their

welcome campaigns. We do so by connecting a

merchants Ecommerce platform (eg, Magento) totheir MailChimp email marketing account.

In this Win-Back MailChimp Playbook, wellshow you

A successful win back campaign case study

How to set up a win back campaign, and

Best practices and examples

!so you can rock the win back!


3/14

Case Study: Kidsen

Regaining Brand LoyaltyWith High Open Rates &

Click-Through Rates

Kidsen is a boutique, online store that also hasa brick and mortar presence in London. Kidsenoffers a unique range of Scandinavian brands.

We tiered our subject lines for 3 different setsof previous purchasers. For recipients who hadnot purchased after 3 months, the first subjectline was softer and paired with an offer: "We

Miss You! Come Back and See Us for 10%Off." For recipients who had not purchased

after 6 months, the subject line was a littlemore direct: "Are We Still Welcome in YourInbox?" And, finally for recipients who had not

purchased after 9 months, the subject line wasvery direct and pointed: "Was It Something WeSaid?"

The results were astounding: open rates for all3 win-back emails were north of 41.6% andclick-through rates averaged around 12%,8.7% above the industry average.

Kidsen is an example of a brand that was readyto do more, and MailChimp was the perfectconduit for Windsor Circle to craft simple, direct

emails that were well segmented. Kidsen's win-back ema i l s p rove t ha t we l l -madeautoresponders can act as doors to, notroadblocks, a brand's fledgling audience.

Results:Open Rate: 45.0%Click Rate: 13.6%


4/14

Create a Tiered Win-Back Email Series

A customer has visited your website, believed in yourbrand enough to make a purchase, and made apurchase at some point, but hasnt returned to yoursite in quite some time. You'll want to encourage thesecustomers to come back to your site and rekindle trust

in your brand.

Once you've captured the customers last purchasedate in MailChimp, create a segment in MailChimp

based on this date. Remind this customer base ofyour brand with a message like, We miss you" andoffer a discount.

We recommend a set of 3 emails to win back latentpurchasers. We segment these customers into 3 main

buckets: 1 - by last purchase made in 3 months, 2 -last purchase made in 6 months and 3 - last purchasemade in 9 months. The first step is to login to your

MailChimp account and select Autoresponders in themenu to the left.


5/14

Win-Back Emails: Tiered SegmentsA basic Win-Back series requires no segmentation. The triggering on the most recent purchase date is allthat is needed. So, you can simply send emails to the entire list. Be sure to select the list that containsyour purchase history information so you can trigger off the most recent purchase date in the next step.

Alternately, you could segment your Win-Back series based on Customer Lifetime Value (CLV). Perhapsyou want to send a different win-back offer to customers who have spent a lot of money with you than tothose who havent. In that case, create a new segment. If you are a Windsor Circle customer, you canuse the WC_Monetary_Actual value to segment your customers by CLV. In the example below, you cansee that this win-back is going to customers who have spent more than $2,000 in their lifetime.


6/14

The trigger should be set tothe Ecommerce 360 event:

"Any purchase recorded," asyou will want to engagecustomers based on the

length of time it has beensince their last purchase.

We see clients running thesecampaigns anywhere from 6weeks to 12 months ,

depending on the products

t h e y o f f e r a n d t h e i rcus tomers purchas ing

lifecycles.

For a multi-email win backser ies, we recommendfollowing the initial email with

two additional emails usingan increasing sense ofurgency (i.e. subject line that

increase in intensity: WeMiss You!; Are you okay?;

Is this the end?).

Win-Back Emails:Autoresponder Configuration

If you want to be even more targeted, you might considercreating separate win-back campaigns for your bestcustomers, whom you really don't want to lose! Use

segmentation to do this by looking for customers who havespent a lot ("Spent - Total") and purchased more than 3

times ("WC_Frequency_Actual"). Windsor Circle clients also

use the latency scores in their Retention Analytic Suite toensure that the timing of their campaigns is appropriate.


7/14

Win-Back Emails: Setup

Name the campaign something that will help you identify what this campaign is about. If its apart of a series, its useful to put which number in the series this email represents. For instance, ifyou do a 3-email Win Back series and this is the 2ndemail put a -2 at the end of the name.

These are customers that you might be about to lose. You need to catch their attention and let

them know you miss them. Here are 3 subject lines that work well:Was It Something We Said?Are We Still Welcome in Your Inbox?Is This Goodbye?

If you require first name as part of the newsletter sign-up process, then by all means personalize

the To field.

Use MailChimps Tracking tools to monitor and optimize this email. We suggest creating GoogleAnalytics tracking codes that are in the same format as your subject line.


8/14

Anatomy of a Win-Back Email

Show compelling brand-representative image paired witha brand-relevant headline

Have a clickable menu near the

top of the email

Display clear body copy letting

them know you miss them

Offer a discount within the bodycopy that is emphasized withbold text

Show clickable images ofproducts and/or photos relevant

to your product that compel thecustomer to click through

Provide a clear call to actionbutton, preferably high up on the

email when possible

Use a personal signature

Include social icon links

Show contact and opt-out

information


9/14

Win-Back Emails: Plain Text

You can copy over the text fromyour HTML email here and thenedit it to make it look attractivefor customers who only see thetext. Be sure to include the URL

to your website and any landingpage to which you might bedriving them.

When youre ready to turn on your autoresponder, click the Confirm section, review all the settings,and click Start Autoresponder at the bottom.

Note: If you Edit your Autoresponder, it will pause the email. Youll need to click StartAutoresponder again to reactivate it.

Win-Back Emails: Confirmation


10/14

Win-Back Email: Examples

45.0% Opens

13.6% Clicks

46.2% Opens11.8% Clicks

41.6% Opens10.7% Clicks

We wrote our copy to speak to an audience who fit the mold of "fun,

interested in minimalist design, and ready to re-engage with the

brand."


11/14

Win-Back Email: Examples (Continued)

31% Opens8% Clicks


12/14

Win-Back Email: Examples (Continued)

58% Opens20% Clicks

52% Opens12% Clicks


13/14

!"#$%&'( *+,"+- ."/- 0 .,"'(-

"#$% & $'()*+%, -&..( */ )0% +&12 )0%3 (0*'.4 5%

$*#(64%,%4 & $0',#6#7 $'()*+%, ),%&)%4 &( ('$089*+% :1( 5%() 1,&$:$%( -*, %#7&76#7 ;6)0

$'()*+%,( 53 %

?% $.%&, ;6)0 3*', $'()*+%,( < 3*' +6(( )0%+8 @&=%

(',% )0% ('5A%$) .6#% )0% $*#)%#) *- )0% %+&6.

+&=%( )06( B%,3 $.%&,8 C(% B*$&5'.&,3 6+&7%,3

)* %B*=% )06( -%%.6#7 6# 3*', $'()*+%,8

1"-'23#4- &,+ 523, 6,"+#7

DB%,3*#% .*B%( 46($*'#)( E 6) +&=%( $'()*+%,( -%%.

(1%$6&.8 @&=% (',% )* 6#$.'4% & 46($*'#) &( 1&,) *-

%&$0 %+&6.8 F0% 46($*'#) 1,*7,%((6*# +&3 .**=

(*+%)06#7 .6=% )06(>

D+&6. G> GHI 46($*'#)

D+&6. J> GKI 46($*'#)

D+&6. L> JHI 46($*'#)

8+9"#7 523, '3-429+,- :;5 523 ,2'(2#-

@&=% (0*116#7 %&(3 -*, 3*', $'()*+%,(8 S#$.'4%

1,*4'$) ,%$*++%#4&:*#( 6# 3*', %+&6.( 5&(%4 *#)0%6, 1',$0&(% 06()*,3 8 C(% & $.%&, $&.. )* &$:*#2

&..*;6#7 $'()*+%,( )* 1.&$% *,4%, ;6)0 *#% $.6$=8

C(% 10,&(%( .6=%>

T% )06#= 3*' +670) .6=%U8

P&B% 3*' (%%#U

M64 3*' .6=% VWCQXPO9DM WQ"MCXF YO@DZ2)0%# ),3 VQDX"@@DYMDM WQ"MCXFZ

%+ '?+&, 0 '2#'"-+O5*B% &.. %.(%2 +&=% (',% 3*', %+&6.( &,% (0*,)2

(;%%)2 )* )0% 1*6#)8 F0% 7*&. *- %&$0 %+&6. 6( )*

,%%#7&7% )0% $'()*+%, 4,6B% )0%+ )* 1',$0&(%8

C(% $.%&, .'&7%2 6+&7%,32 $&..( )* &$:*#8

*/+?? "4 234 62,

523, '3-429+,-


14/14

@AB8C DE8A

F* .%&,# +*,% &5*') T6#4(*, X6,$.%R( Q%)%#:*# @&,=%:#7

O')*+&:*# W.&[*,+ 0*; )* =%%1 3*', $'()*+%,(

\6(6) ;;;8;6#4(*,$6,$.%8$*+

D+&6. (&.%(];6#4(*,$6,$.%8$*+

X&.. G ^_``a _b_

Date post:	03-Jun-2018
Category:	Documents
Upload:	freddlutz765
View:	227 times
Download:	0 times

Windsor Circle Win-back Playbook and Guide

Documents