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Customer Retention. Automated

Top 10 Data-Driven Campaigns

Posted by Polly Flinch on Aug 22, 2014 2:55:00 PM
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Marketers can leverage customer, behavior, purchase history, and other data to automate a wide range of high performance, effective marketing programs mapped to the customer's lifecycle. As an industry leader in "retention automation" software, we conduct the data integration, data science, and predictive analysis to deliver this "actionable data" directly into a retailer's email marketing platform. We recommend marketers prioritize these top 10 data-driven campaigns:

New Subscriber Welcome:

Make your subscribers feel welcome and part of the family with a new subscriber welcome series. Thank them for subscribing, let them know about the company, and don't forget to give them a discount for their first purchase. Download our Welcome Series Guide for best practices, step-by-step instructions, and more.

New Customer Welcome:

Once a customer makes their first purchase, it's always important to welcome them and say thank you. A first purchase email is one of the highest-driving messages you can send, and is critical in creating repeat buyers from one-time shoppers. Invite your customers to follow you on social media, tell them why buying from you is a great idea, and explain why you're awesome.

Post-Purchase Series:

When your customer makes a purchase, it's a big deal. You should let them know their business is recognized and appreciated by sending a follow up email saying thanks. While you want to keep a post-purchase thank you series for a first purchase relatively simple, the longer a customer continues to buy from you, the more you can ask of them. Once customers have passed that second or third purchase threshold, that's the perfect time to ask for product reviews, surveys, and engagement on social media. Download our Post-Purchase Thank You Series Guide for more information.

Best Customer Series:

You can create a best customer series based on any number of criteria, such as the amount of money a customer has spent over their lifetime (CLV), the number of purchases made, or their RFM (recency, frequency, monetary score). Once you decided what criteria you plan to use for segmenting out this cohort make sure you give your best customers an extra special thank you and discount. Remember, best customers are a small percentage of your customer base that make up a large percent of the revenue, so treat them that way! Download our Reward Guide.

Win-back Campaign for "Churning Customers":

Acquiring a new customer can cost a retailer 4.8 times more than keeping an old customer. If you know the average latency (time between purchases) of your customers, then you're on the right track to setting up your win-back campaigns. A good win-back campaign includes three emails that are sent over a period of time, such as 90, 120, and 270 days since last purchase (depending on your product, average time between purchases will differ). Make sure you let your customer know that you miss theme and help them realize they can't live without you by upping the ante with each email Here's an example:

  • 90 days since last purchase - Email 1 "We Miss you!" (No discount)
  • 120 days since last purchase - Email 2: "Is it something I said?" (5% discount)
  • 270 days since last purchase - Email 3 "Is this goodbye?" (15% discount)

Download the win-back guide for more real world examples.

Post-Purchase, Product Specific Education Series:

One great way to build rapport and a better relationship with your customers is to create educational emails that enhance the customer's use of the product. One of our clients, evo, an outdoor lifestyle retailer, was noticing a high volume of returns on ski boots (one of their highest grossing products). evo attributed their return rates to the difficulties people can run into when you trying on ski boots at home. To combat this, evo created a 3 part how-to series. evo repurposed content that was already on the website to create the three emails, giving all ski boot purchasers easy access to these how-to guides. Once a customer purchases ski boots, they're automatically enrolled in this 3-part email series, which has seen open rates of 58% and click rates of 25%. Download the evo case study.

Cart Recovery Emails:

The average retailer experiences 60-70% shopping cart abandonment. While a recent study by Omniture, says that 2% of people who abandon a cart who then receive a cart recovery email after they abandon will follow-through with their purchase, Windsor Circle clients have experienced recovery rates of over 10%! Employing anti-gaming technology, cart recovery emails can be sent without you having to worry about training your customers to abandon their carts. Learn more windsor-fix.gethifi.com/recover.

Replenishment Campaign:

If you sell a replenishable product, like coffee for example, an easy way to be helpful to your customers is to run a replenishment campaign. Take our client, CoffeeForLess.com, who obviously sells a replenishable (and slightly addictive!) product. Once a customer has purchased from CoffeeForLess.com two or more times, Windsor Circle analyzes the data and emails are sent based on their individual predicted re-order date. If a customer has not purchased with you two or more times, but you know the average time it take to use up your product (latency), you can set up a replenishment campaign based on a static date as well. Download the CoffeeForLess case study to learn more.

Segmented Promotions

While we tend to focus on automated emails, you can also use product and purchase history data to segment your weekly promotional emails and newsletters. Here at Windsor Circle, we recommend creating variations for 4 different segments: non-purchaser, one time purchaser, churning customers, and all others. Subject lines, promotions, discounts, and content should be altered for each group. Download the Segmentation Guide to learn more.

Birthday Emails:

Birthday emails are an extremely simple way to get great opens, clicks, and conversions. Everyone wants to feel special on their birthday, so make sure you are waiting in their inbox to wish them a happy birthday. Collecting a customer's birthday can be done at any point, whether you ask them this information when they first sign up as a subscriber, or you ask them after their 1st or 2nd purchase, this is a great way to make your customers feel special. Annmarie Gianni Skin Care sends out an automated birthday email that sees open rates of 83% and click rates of 32%.  Download the case study here.

When customer, product, and purchase history data is available in your email marketing platform, it's easy to create personalized, automated emails that will re-engage your customer base, increase revenue, and build trust in your brand. Being relevant and helpful is the key to standing out in this crowded market, and the first step is understanding what your customers buy and how often.

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