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Customer Retention. Automated

Annmarie Gianni Skin Care: Over $600k thanks to retention automation

Posted by Andrew Pearson on Jun 30, 2014 1:52:00 PM
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annmarie buttonWith sales that are 95% online, Annmarie Gianni Skin Care needed to make sure that their emails resonated with their customers. This meant that emails needed to specifically correlate with past purchase history, so they set up 77 automators and got rid of batch and blast emails.

The results? Over $600k in profits, a 41.6% increase in open rates, and a 53.9% increase in click rates. By implementing Windsor Circle's 9 Pillars of Retention Automation Annmarie Gianni Skin Care was able to create loyal customers easily and focus more time on other company matters.

Kevin Gianni at Annmarie Gianni Skin Care reports a 48% open rate and 15% click rate, and a 5% conversion rate across a recent 6-step, 6-product email campaign.

This online skin care retailer used Windsor Circle's software to develop 6 segments of customers who purchased sample kits in their last order. Each segments was based on product category (for example, products for normal, oily, or dry skin) and other customer data. The email campaign targeting each segment took customers through a 6-step process that explains the products and offers incentives to purchase more. Kevin notes that there is still room to segment even further - down to the specific kit a customer purchased - for even more powerful results the next time around.

The email campaigns have so far netted a 5% Conversion rate, though Kevin expects a possible boost: "The coupon also has an expiration, which should be approaching for some of the customers soon. "This may or may not spike the conversion rate" says Kevin. "I'm going to play around with a 30-45 day coupon window in the future."

Windsor Circle's all-in-one retention marketing platform helped Annmarie Gianni Skin Care target their best and most profitable customers. The result? Thousands of sends, thousands of opens, hundreds of clicks and conversions... That's the power of segmentation!

Annmarie Gianni Skin Care was founded by Annmarie Gianni to provide a clean, natural skin care experience using natural, organic and wildcrafted ingredients.


Topics: Best Practices

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