SurfStitch, 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 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
The number of emails a customer receives during the holiday season skyrockets so it's even more important to stand out. Whether it's because the subject line is little risqué, offers some sort of value, or offers an awesome discount, retailers need to be able to differentiate themselves from the pack. I took a look back through the emails I received during 2013 and pulled out 25 emails that fell into the following categories: subject lines to make you do a double take, for the last minute shopper, helpful emails, data-driven, and enticing offers.Read More >>
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In today's acquisition driven marketing environment, many marketers have lost sight of one of the biggest predictors of retail success... Customer Lifetime Value. Let's start by offering a simple definition of Customer Lifetime Value, or "CLV":Read More >>