The document discusses Artbeads.com's email marketing strategies for customer retention. It outlines a marketing calendar that segments customers into groups like new customers, repeat buyers, and lapsed customers. The calendar then maps out a series of automated emails for each segment, such as welcome emails, purchase reminders, cross-sells, and win-back campaigns for lapsed customers. The goal is to drive customer engagement and repeat purchases through personalized, segmented messaging.
9. Enterprise
Data
Feeds:
Data
updated
con%nuously
into
custom
fields
or
rela%onal
tables
in
your
email
so;ware
and
more
Guaranteed
eCommerce-‐to-‐ESP
Integra%ons:
and
more
10. Ini%aliza%on Op%miza%on Reten%on
Automa%on
Win
by: • Volume • Content • Data
Key
Metrics: • List
Size
• Send
Volume
• Opens
• Clicks
• Conversions
• Engaged
Subscribers
• Churn
Key
Ac%vi%es: • Build
list
• Send
frequently
• Frequent
Sends
• Content
CreaEon
• Dashboard
and
ReporEng
• Contact
Strategy
• RFM
Analysis
• Market
Basket
Analysis
ESP
Selec%on: • Cost • BeTer
Feature
Sets
• Cost
• Integra%on
• Segmenta%on
• Automa%on
Segmenta%on: • None • Available
but
Limited • Advanced
• Purchase
history
• Web
history
Automa%on: • None • None • Post
Purchase
Welcome
Series
• Win
Back
Campaigns
• Cross
Merchandizing
• Reviews
The
3
Stages
of
Email
MarkeEng
11. 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
Artbeads.com
Social
Events
Direct
Paid
Organic
Print
Email
Sign
Up
Welcome
Program
Welcome
#1
Welcome
#2
Welcome
#3
Welcome
#4
Email
Sign-‐Up
Purchase
12. Purchase
Marke%ng
Calendar
From
Welcome
to
Purchase
1
to
Purchase
2
Product
Category
Coupon
Reminder
Segmented
Promo%ons:
Welcome
#1
Welcome
#2
Welcome
#3
Welcome
#4
13. Drive
Repeat
Buying
Behavior
Subject:
Remember
that
Card
in
Your
Last
Package?
Rules:
• Sent
to
customers
who
ordered
in
the
previous
month
– (they
received
this
physical
coupon
w/
prior
order)
• Sent
just
before
coupon
expires
Drives
repeat
buying
14. Purchase
Marke%ng
Calendar
From
Welcome
to
Purchase
1
to
Purchase
2
Product
Category
Coupon
Reminder
Segmented
Promo%ons:
Welcome
#1
Welcome
#2
Welcome
#3
Welcome
#3
Post
Purchase
#2
Post
Purchase
#3
Post
Purchase
#1
15. Educate
about
the
Product
Launched
in
December
2014
76%
26.4%
Open
Rates
Click
Rates
Rules:
• Last
Order
contains
“Crimps”
• X
Days
ader
Last
Order
Date
16.
17.
18.
19. Purchase
Marke%ng
Calendar
From
Welcome
to
Purchase
1
to
Purchase
2
Product
Category
Coupon
Reminder
Segmented
Promo%ons:
Cross
Sell
Welcome
#1
Welcome
#2
Welcome
#3
Welcome
#3
Post
Purchase
#2
Post
Purchase
#3
Post
Purchase
#1
20. Make the
Cross-Sell
Launched
January
21,
2015
Rules:
• Last
order
contains
“Product
X”
• Y
days
ader
last
order
User
Generated
Content:
• Quote,
images
21. Purchase
Marke%ng
Calendar
From
Welcome
to
Purchase
1
to
Purchase
2
Product
Category
Coupon
Reminder
Segmented
Promo%ons:
Replenishment
Cross
Sell
Welcome
#1
Welcome
#2
Welcome
#3
Welcome
#3
Post
Purchase
#2
Post
Purchase
#3
Post
Purchase
#1
22. Running
since
July
2013
53%
1%
Open
Rates
Click
Rates
Replenish
What’s out
Rules:
• Last
Order
contains
“ZambaPro
Jewelry
Wire”
• X
Days
ader
Last
Order
Date
or
• Y
Days
before
Predicted
Replenishment
Date
23. Purchase
Marke%ng
Calendar
From
Welcome
to
Purchase
1
to
Purchase
2
Product
Category
Coupon
Reminder
Segmented
Promo%ons:
Replenishment
Birthday
Cross
Sell
Welcome
#1
Welcome
#2
Welcome
#3
Welcome
#3
Post
Purchase
#2
Post
Purchase
#3
Post
Purchase
#1
25. Purchase
Marke%ng
Calendar
From
Welcome
to
Purchase
1
to
Purchase
2
Product
Category
Coupon
Reminder
Segmented
Promo%ons:
Birthday
Replenishment
Anniversary
Cross
Sell
Welcome
#1
Welcome
#2
Welcome
#3
Welcome
#3
Post
Purchase
#2
Post
Purchase
#3
Post
Purchase
#1
26. Remember the
Anniversary
Sent
each
year,
1
year
ader
first
purchase
date
• Different
creaEve
each
year
• Varying
thank
you
offers
Subject:
[FIRST
NAME],
an
anniversary
gid
just
for
you
27. RFM
Segments
RFM
R1M1F1:
Best
Customers
RxFxM1:
Big
Spenders
R1F4M1:
New
Spenders
Purchase
RFM
Purchase
Marke%ng
Calendar
AutomaEc
SegmenEng
by
Customer
Score
28. Reward
your
Best
Launched
in
December
2012
Subject:
FIRST
NAME,
You’re
the
Best
Rules:
• Sent
2
weeks
ader
select
large
sales
• To
“Best
Customers”
defined
by
Windsor
Circle
data
• Who
did
NOT
order
during
the
big
sale
• Includes
coupon
code
again
(new
coupon
code,
ex
20%
off)
29. 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
RFM
Purchase
Marke%ng
Calendar
AutomaEc
SegmenEng
by
Customer
Score
35. 35
Retention, Perfectly Brewed
Working Person’s Store
makes over $1MM a year
by personalizing product
recommendation emails
Heavy Duty
Personalization
37. 37
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
38. 38
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