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Customer Retention. Automated

The Business Case for Automation

Posted by Polly Flinch on Oct 8, 2014 2:56:00 PM
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SurfStitch Automating a Wave of EngagementSurfStitch, the winner of the 2014 ORIAS Best Pure-Play Award and Australia’s number one surf and apparel retailer, spoke at ExactTarget Connections 2014 on the early wins they have seen by incorporating customer, product, and purchase history into their email marketing strategy. In an industry where email marketing is the main way to reach customers, adding value and standing out is key. Tamara Falcke, Email Channel Manager for SurfStitch, speaking at ExactTarget 2014 on behalf of SurfStitch noted, “it’s really important to ensure our customers have a personal connection to the brand.” SurfStitch signed on with Windsor Circle for two reasons: to help build the relationship between their customers/subscribers and the brand and to access data to help inform their ongoing marketing strategy.

Connecting With the Brand
SurfStitch Unique Coupon Code Windsor Circle Business Case for AutomationSurfStitch initially focused on four main segments: New Subscribers, At-risk Subscribers, New Customers, and Churning Customers. Using product, purchase, and customer data, SurfStitch has created a multi-stage welcome series that is sent to new subscribers and customers. SurfStitch, being ahead of the curve, already sent an automated welcome series through ExactTarget; however, they use Windsor Circle to include a smart coupon code. This code is generated automatically and only shows up in the subsequent emails if a customer or subscriber has not used it.

 SurfStitch also zeroed in on their at-risk subscribers, disengaged subscribers, and churning customers as three segments that needed some attention. SurfStitch created a 3-part win-back campaign for churning customers. They also created an email campaign for at-risk subscribers and disengaged subscribers. According to Falcke, “reengagement has to happen not just when someone stops shopping but when they stop engaging with our emails as well.” SurfStitch uses data to automatically enroll subscribers into an at-risk or disengaged campaign based on how they interact with the promotional emails they receive. While the win-back campaign is aimed at getting churning customers to re-engage and make another purchase, the at-risk and disengaged subscriber campaigns have a goal of educating the subscriber about their ability to control their own journey by

SurfStitch Automating a Wave of EngagementSurfStitch, the winner of the 2014 ORIAS Best Pure-Play Award and Australia’s number one surf and apparel retailer, spoke at ExactTarget Connections 2014 on the early wins they have seen by incorporating customer, product, and purchase history into their email marketing strategy. In an industry where email marketing is the main way to reach customers, adding value and standing out is key. Tamara Falcke, Email Channel Manager for SurfStitch, speaking at ExactTarget 2014 on behalf of SurfStitch noted, “it’s really important to ensure our customers have a personal connection to the brand.” SurfStitch signed on with Windsor Circle for two reasons: to help build the relationship between their customers/subscribers and the brand and to access data to help inform their ongoing marketing strategy.

Connecting With the Brand
SurfStitch Unique Coupon Code Windsor Circle Business Case for AutomationSurfStitch initially focused on four main segments: New Subscribers, At-risk Subscribers, New Customers, and Churning Customers. Using product, purchase, and customer data, SurfStitch has created a multi-stage welcome series that is sent to new subscribers and customers. SurfStitch, being ahead of the curve, already sent an automated welcome series through ExactTarget; however, they use Windsor Circle to include a smart coupon code. This code is generated automatically and only shows up in the subsequent emails if a customer or subscriber has not used it.

 SurfStitch also zeroed in on their at-risk subscribers, disengaged subscribers, and churning customers as three segments that needed some attention. SurfStitch created a 3-part win-back campaign for churning customers. They also created an email campaign for at-risk subscribers and disengaged subscribers. According to Falcke, “reengagement has to happen not just when someone stops shopping but when they stop engaging with our emails as well.” SurfStitch uses data to automatically enroll subscribers into an at-risk or disengaged campaign based on how they interact with the promotional emails they receive. While the win-back campaign is aimed at getting churning customers to re-engage and make another purchase, the at-risk and disengaged subscriber campaigns have a goal of educating the subscriber about their ability to control their own journey by dialing back the number of emails they receive.

SurfStitch Win-Back Emails
SurfStitch has seen 40% more opens, 65% more clicks, and a 72% decrease in churn from their approach to data-driven lifecycle marketing.

Making the Business Case
While open and click rates are great for informing the marketing team on how customers and subscribers are engaging with this medium, having access to data such as average order value, revenue by traffic source, and latency between purchases can help inform the longer term marketing strategy. According to Falcke, “when making the business case for automation, it’s all about the numbers and extracting the metrics that speak most to management. Each week I look at the previous week, record the numbers, and compare week on week. We can see how effective marketing was a year ago vs. today, based on these metrics and really understand the effectiveness of our acquisition techniques.”  SurfStitch uses the Windsor Circle Retention Analytics Suite to hone in on this data.  Everyone talks about how important data is and most people have that data somewhere in one of their systems; however, only when data is available, accessible, and actionable can it become a game changer in the world of email marketing.

Segments Overview Windsor Circle Retention Analytics Suite

Download the SurfStitch case study to learn more.  

 dialing back the number of emails they receive.

 

SurfStitch Win-Back Emails
SurfStitch has seen 40% more opens, 65% more clicks, and a 72% decrease in churn from their approach to data-driven lifecycle marketing.

Making the Business Case
While open and click rates are great for informing the marketing team on how customers and subscribers are engaging with this medium, having access to data such as average order value, revenue by traffic source, and latency between purchases can help inform the longer term marketing strategy. According to Falcke, “when making the business case for automation, it’s all about the numbers and extracting the metrics that speak most to management. Each week I look at the previous week, record the numbers, and compare week on week. We can see how effective marketing was a year ago vs. today, based on these metrics and really understand the effectiveness of our acquisition techniques.”  SurfStitch uses the Windsor Circle Retention Analytics Suite to hone in on this data.  Everyone talks about how important data is and most people have that data somewhere in one of their systems; however, only when data is available, accessible, and actionable can it become a game changer in the world of email marketing.

Segments Overview Windsor Circle Retention Analytics Suite

Download the SurfStitch case study to learn more.