Top Holiday Campaigns September 17, 2015

Speakers

Greg Ives, Product Marketing ManagerWindsor Circle

Andrew Pearson, VP of MarketingWindsor Circle

Polly Flinch, Content Marketing ManagerWindsor Circle

•  What is Windsor Circle

•  2014 Holidays in Review

•  Email Cadence & Key Customer Segments

•  Email Design Tips

•  Questions

Agenda

What is Windsor Circle?

Predictive, Behavioral & Retention Marketing What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Know Grow Keep

Keep

Predictive, Behavioral & Retention Marketing

Know

CONNECT ANALYZE

SEGMENT PREDICT

Grow

What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Keep

Predictive, Behavioral & Retention Marketing

Know

CONNECT ANALYZE

SEGMENT PREDICT

Grow

RECOVER

TRACK

What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Keep

Predictive, Behavioral & Retention Marketing

Know

CONNECT ANALYZE

SEGMENT PREDICT

Grow

RECOVER

TRACK REPLENISH

RETAIN

What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

2014 Holidays in Review

What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

$616B Sales during the 2014

Holiday Season

2014 Holidays in Review

$616B Sales during the 2014

Holiday Season

$102B Online sales during the

2014 Holiday Season

What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

2014 Holidays in Review

2014 Holidays in Review

$616B Sales during the 2014

Holiday Season

$102B Online sales during the

2014 Holiday Season

47% Of consumers

shopped online during the 2014 Holiday

Season

What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

This Holiday Season

$652B Estimated Holiday Sales

What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

This Holiday Season

$652B Estimated Holiday Sales

5.7%

What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Increase in sales YoY

Email Cadence & Key Customer Segments

Let’s Start with the Basics What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Let’s Start with the Basics What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Product, purchase, customer, and browse data

Let’s Start with the Basics What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Welcome Series

Win-Back

Best CustomerPost Purchase

Product, purchase, customer, and browse data

Let’s Start with the Basics What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Welcome Series

Cart Recovery with anti-gaming

Win-Back

Best Customer

Predictive Win-Back

Post Purchase

Product Education

Product, purchase, customer, and browse data

Let’s Start with the Basics What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Welcome Series

Cart Recovery with anti-gaming

Win-Back

Best Customer

Replenishment

Predictive Win-Back

Browse Abandonment

Post Purchase

Product Education

Product, purchase, customer, and browse data

Let’s Start with the Basics What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Welcome Series

Cart Recovery with anti-gaming

Win-Back

Best Customer

Replenishment

Predictive Win-Back

Browse Abandonment

Post Purchase

Product Education

Product, purchase, customer, and browse data

Segmented Promotional

Emails

Key Customer Segments What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Last Year’s Buyers Best Customers

Product Upsell Opportunities

Procrastinators

In-store vs. Online All Others

Email Cadence - November

All OthersMake sure to keep up a normal cadence of emails with customers and new subscribers who don’t fall into the other categories, except procrastinators. Things to include – upcoming sales, generic gift guides, free shipping, and other promotions.

BLACK FRIDAY

NOVEMBER

All Others

LEGEND

Email Cadence - November

Last Year’s Buyers

Find your customers who made a purchase between 10.31.14 and 12.31.14. Send a segmented version of the email you plan to send to all of your customers. Make sure to personalize the messaging with things like: will we see you again this year? If you bought X, you’ll love Y, etc.

BLACK FRIDAY

NOVEMBER

All Others

LEGEND

Last Year’s Buyers

Last Year’s Buyers Email Examples

Email Cadence - November

Best Customers Use RFM analysis to find your best customers (R1F1M1). Things to include: Sneak peaks for Black Friday & Cyber Monday and VIP offers including, free shipping & free gifts

NOVEMBER

Best Customers

BLACK FRIDAY

CYBER MONDAY

All Others

LEGEND

Last Year’s Buyers

Best Customer Email Example

Email Cadence - November

Product Upsell Opportunities

Find your top products from 2014. Anyone who purchased one of those products is ripe for up-sell / cross-sell opportunities. Highlight your top products and accessories with a gift guide or lookbook.

CYBER MONDAY

Product Upsell Opps

NOVEMBER

BLACK FRIDAY

Best Customers

All Others

LEGEND

Last Year’s Buyers

Product Upsell Opportunity Examples

Email Cadence – December

CHRISTMAS

DECEMBER

LEGEND

All Others

Email Cadence – December

CHRISTMAS

DECEMBER

All Others

Last Year’s Buyers

LEGEND

Email Cadence – December

CHRISTMAS

DECEMBER

All Others

Best Customers

Last Year’s Buyers

LEGEND

Email Cadence – December

CHRISTMAS

DECEMBER

Product Upsell Opps

All Others

Best Customers

Last Year’s Buyers

LEGEND

Email Cadence – December

CHRISTMAS

DECEMBER

Procrastinators

Procrastinators

Identify any customers who made a purchase after December 15, 2014. Make shopping easy with free shipping offers, expedited shipping, gift basket items, and when all else fails – gift cards.

Product Upsell Opps

All Others

Best Customers

Last Year’s Buyers

LEGEND

Procrastinator Email Examples

In-store vs. Online What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

In-store vs. Online What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Finding Your Segments:

•  Use shipping zip codes to find customers located near your stores

OR

•  Use store codes to pinpoint customers who are shopping in-store vs. online

Suppression Lists What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Tip 1 Suppress emails to customers if you plan to send an email the next day

Suppression Lists What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Tip 1 Suppress emails to customers if you plan to send an email the next day

Tip 2 Create a suppression list that includes anyone who has already made a purchase.

Suppression Lists What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Suppression Lists What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Suppression Lists What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Suppression Lists What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Behavioral Track & Trigger featuring

Browse Abandonment Campaigns

Anonymous user visits SummerCamp.com

Looks at day camping backpacks

Assigned a customer ID

Looks at backpacking backpacks

Added to profile

Looks at sleeping bags & hiking boots

Added to profile

How it Works

Anonymous user visits SummerCamp.com

Looks at day camping backpacks

Assigned a customer ID

Looks at backpacking backpacks

Added to profile

Looks at sleeping bags & hiking boots

Added to profile

Looks at backpacks again & signs up for

the newsletter

How it Works

Paul has been visiting SummerCamp.com

Looks at day camping backpacks

Assigned a customer ID

Looks at backpacking backpacks

Added to profile

Looks at sleeping bags & hiking boots

Added to profile

Looks at backpacks again & signs up for

the newsletter

Email added to profile

How it Works

How it Works

Paul has been visiting SummerCamp.com

Looks at backpacks again & signs up for

the newsletter

Email added to profile

Looks at day camping backpacks

Assigned a customer ID

Looks at backpacking backpacks

Added to profile

Looks at sleeping bags & hiking boots

Added to profile

Welcome Series 1 Welcome Series 2

Welcome Series 3

How it Works

Paul has been visiting SummerCamp.com

Looks at backpacks again & signs up for

the newsletter

Email added to profile

Looks at day camping backpacks

Assigned a customer ID

Looks at backpacking backpacks

Added to profile

Looks at sleeping bags & hiking boots

Added to profile

Welcome Series 1 Welcome Series 2

Welcome Series 3

Browse Abandonment

Browse Abandonment Email Subject line: Thanks for Stopping By

Browse Abandonment Email Subject line: Thanks for Stopping By

ü Dynamically pulls in category that Paul has looked at

Browse Abandonment Email Subject line: Thanks for Stopping By

ü Dynamically pulls in category that Paul has looked at

ü Dynamically pulls in related categories

Paul has also been shopping for sunglasses….

HipsterClothingCo.com sends browse abandonment emails based on the product a visitor viewed

Paul has also been shopping for sunglasses….

HipsterClothingCo.com sends browse abandonment emails based on the product a visitor viewed

ü Dynamically pulls in images of recently viewed products

Paul has also been shopping for sunglasses….

HipsterClothingCo.com sends browse abandonment emails based on the product a visitor viewed

ü Dynamically pulls in images of recently viewed products

ü Dynamically pulls in recommended products

Email Design Tips

Tip 1: Don’t Reinvent the Wheel What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Tip 2: Make Your Value Statement Clear What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Tip 3: Show Off Your Products What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Tip 4: Simple Isn’t a Bad Thing What is Windsor Circle?

2014  Holidays in Review

Email Cadence & Key Customer Segments

Email Design Tips

Questions

Questions?

Resources

Holiday eBook: 12 Campaigns to implement this holiday

www.WindsorCircle.com/HolidayeBook

Visit www.WindsorCircle.com/Holidays for access to tips, tricks, best practices, and more.