Retail and eCommerce marketing has quickly evolved to be a data-driven field. Top retailers are consolidating, analyzing, and leveraging data from multiple sources to power personalized, targeted, and highly engaging marketing campaigns. Nathan Decker from evo.com, a popular online retailer of action sports gear and fashion apparel, will join the stage with Andrew Pearson from Windsor Circle to discuss how in a short 4 years they've been able to drive higher customer retention by integrating purchase history, product catalog, customer profile, census data, traffic acquisition source, on-site browse search behavior, cart abandonment, email engagement, and more. Since retailers are now able to automatically deliver relevant content at the optimal time in the customer lifecycle, Windsor Circle is seeing clients consistently drive 50-80% open rates and 5-25% click rates from such data-driven campaigns. In this 45-minute session, Nate and Andrew will reveal best practices, common pit-falls, and a planning methodology to prioritize content and campaign development based on the most important retention metrics.
8. Repeat buyers = 8% of site visitors,
but 41% of revenue
Source: Adobe Loyal Shopper’s Report April 2013
Source: Adobe Loyal Shopper’s Report April 2013
9.
10. Enterprise Data Feeds:
Data updated continuously into
custom fields or relational tables
in your email software
and more
Guaranteed eCommerce-to-ESP Integrations:
and more
19. Old School Marketing: A 1st Time Buyer’s Path
Customer makes
1st purchase
Receives a
welcome email
Receives mass-
marketing emails
Never makes a 2nd
purchase, & unsubscribes
evo.com
Social PLADirectPaidOrganic Store
Email Sign-Up
Welcome #1 Welcome #2 Welcome #3
Email Sign Up Welcome Program
20. Joe – Win him back!
Welcome email
Brand recommendation
1
15
5 Post purchase thank you
Product Education Series67
Product Recommendation135
Best customer email
(sent after trigger)
215
40
2nd purchase
$560 – Ski Boots
80
3rd purchase
$50 - Socks
140
4th purchase
$240 - Jacket
0
1st purchase
$75 Goggles
Days
No purchases
Welcome email1
5 Post purchase thank you
Product recommendation10
Brand recommendation25
Win-back email 1
Win-back email 2
Win-back email 3
80
92
125
135
2nd purchase
$120 - Jacket
Days
0
1st purchase
$240 – Jacket, Gloves
Sally – Recommend & Reward!
How Data Can Drive Personalized Lifecycle Marketing
Survey110
22. 1. Guide to Trying on Your Boots
Email subject:
Ski Boot Guide – Part 1
Open rate: 67.8%
Click rate: 38%
Why this works:
Relevant Image
Clear CTA
23. 2. How-to Video
Email subject:
Ski Boot Guide – Part 2
Open rate: 56%
Click rate: 25%
Clear header
Strong image
Simple text
including link to
information from
Email 1
Clear CTA
24. 3. Ski Boot Guide – Part 3
Email Subject:
Ski Boot Guide – Part 3
Open rate: 49%
Click rate: 8%
Mentions purchased
product
Use of engaging image
Clear CTA
Why this works:
30. 30
Precision Timing
How evo Saw 3.2 Time the Opens & 9.6 Times the
Clicks with Automated How-to Guides
WindsorCircle.com/LiftYourRevenue
31. Initialization Optimization Retention Automation
Win by: • Volume • Content • Data
Key Metrics: • List Size
• Send Volume
• Opens
• Clicks
• Conversions
• Engaged Subscribers
• Churn
Key Activities: • Build list
• Send frequently
• Frequent Sends
• Content Creation
• Dashboard and Reporting
• Contact Strategy
• RFM Analysis
• Market Basket Analysis
ESP Selection: • Cost • Better Feature Sets • Cost
• Integration
• Segmentation
• Automation
Segmentation: • None • Available but Limited • Advanced
• Purchase history
• Web history
Automation: • None • None • Post Purchase Welcome Series
• Win Back Campaigns
• Cross Merchandizing
• Reviews
The 3 Stages of Email Marketing
32. Welcome #1 Welcome #2 Welcome #3
Purchase
Post Purchase
Post Purchase #2
Post Purchase #3
Marketing Calendar
From Welcome to Purchase 1 to Purchase 2
Non Purchasers
Category
Brand Affinity
Regional
Segmented Promotions:
Brand
Recommendation
Contest
Review Request
Social Comms
33. RFM Segments
RFM
R1M1F1: Best Customers
RxFxM1: Big Spenders
R1F4M1: New Spenders
Win Back #1
Win Back #2
Win Back #3
R4F1M1: Churning Customers
Purchase
RFMPurchase
Marketing Calendar
Automatic Segmenting by Customer Score
34. Understanding Customer Latency – evo.com
Average Latency
(All Customers)
2011: 153 Days
2012: 174 Days
2013: 194 Days
Median Latency
2011/12 Season
All customer: 25 days
Best customers: 33 days
2012/13 Season
All customer: 25 days
Best customers: 20
days
2013/14 Season
All customer: 30 days
Best customers: 46 days
35. 9 Pillars of Customer Retention
ANALYZE
CONNECT THANK
REWARD
GET MORE
WIN BACKEVANGELIZE
LISTEN
ACQUIRE
47. 47
MILLION DOLLAR CIRCLE
Driving Real ROI from Retention Automation
50x ROI
Congratulations to these 3 retailers making over
$1MM a year from Retention Automation
66%
125%
increase in
opens
increase in
clicks
3x the opens
Events
Almost every event benefits a charity.
Monthly art galleries at our stores, usually featuring the artists of brand partners and sometimes including a repaint of the side of our building(s). Exhibit A, January:
http://culture.evo.com/2014/12/in-progress-spacecraft-january-seattle-gallery/
http://culture.evo.com/2014/12/oil-and-water-armada-january-portland-gallery/
Exhibit B (this one coincided with a repaint of our South Wall in Seattle):
http://culture.evo.com/2014/07/arts-and-crafts-mike-kershnar-element/
http://culture.evo.com/2014/09/south-wall-interview/
We also regularly host education / Shopping / Social events targeting a variety of demographics; these aim to establish evo as a community “hub” of action sports in our region(s), to draw new customers/exposure and remain relevant to evo devotees. Often these focus on safety and awareness as well. Here are a few examples:
http://culture.evo.com/2014/11/wine-wax-ladies-night-she-jumps/
http://culture.evo.com/2014/02/singles-night-evo/
http://culture.evo.com/2014/03/know-the-snow-video-contest/
Athletes and Team
The evo collective is a team of athletes and other influencers that we partner with (ie sponsor) to promote not only evo and the sports we represent but our core values. We get amazing content from our collective and reach a very “core” audience. It’s a great way to invest in building the sports we represent and increasing our relevance:
http://culture.evo.com/2015/01/core-values-respect-kimmy-fasani/
http://culture.evo.com/2015/01/core-values-balanced-ambition-eric-pollard/
http://culture.evo.com/2011/04/nimbus-independent-webisode-en-route-approach/
Giveaways
http://culture.evo.com/2013/10/win-icelantic-skis-and-a-trip-to-denver/
http://culture.evo.com/2012/02/winter-x-games-the-north-face-takes-evo-our-contest-winners-to-aspen/
http://culture.evo.com/2012/11/win-evos-super-ultimate-armada-skis-trip-to-mammoth-mountain/
evoTrip
These are amazing, cultivated experiences where we host small groups to ski in exotic destinations. Though a limited few can go, it is an aspirational cornerstone weaved throughout our marketing mix. Some of the social media content we get from travelers who go is amazing.
http://culture.evo.com/2014/04/33-reasons-go-evotrip-chile/
http://culture.evo.com/2013/05/2014-evotrip-japan-book-now-save-500/
The customer lifecycle for evo is similar to that of many online retailers. Before we set out to build a good email retention program, we sat down to map out our customer lifecycle. Here is what we found:
First, we use six primary channels to get customers to evo.com. We have a physical store in Seattle, and that does create a lot of cross-channel customers for us, so I included that too.
Once we get the person on our website, we use a prominent email sign-up form on all pages of the site to entice them to sign up for our email program.
When people sign up for email, they are enrolled in a welcome series for new subscribers. We’ve tested the welcome emails with and without coupons, and I will talk about the results of that more later on.