Do your customers feel special? Do they know they have your full attention when it comes to meeting their needs? These are just a few of the critical questions marketers can address via automated, data-driven programs, but finding the time to incorporate the right customer campaigns to meet individual needs can be taxing. How should you prioritize implementing automated marketing programs to ensure your customer touch points are personal and relevant?
This month we’re excited to have Andrew Pearson, vice president of marketing for Silverpop partner Windsor Circle, discuss the top marketing campaigns to automate and the results that each can have on your business. Andrew is a serial entrepreneur with a 15-year background in technology start-ups, management and digital and email marketing.
Marketers can leverage a variety of behavioral, demographic, purchase and other data to automate a wide range of high-performance, effective marketing programs mapped to the customer's lifecycle. Windsor Circle recommends marketers prioritize these Top 10 data-driven campaigns:
1) New Subscriber Welcome
Make your subscribers feel welcome and a part of the family with a new subscriber welcome series. Thank them for subscribing, let them know about the company, and don’t forget to give them a discount code to use for their first purchase.
2) New Customer Welcome
Once customers make their first purchase, it’s important to welcome them and say thank you. A first-purchase message is one of the most engaging emails you can send and is critical in creating repeat buyers from one-time shoppers. Invite your customers to follow you on social media, tell them why buying from you is a great idea, and explain why you are awesome!
3) Post-Purchase Series
When your customers make a purchase, it’s a big deal. You should let them know their business is recognized and appreciated by sending a follow-up email saying thanks. While you want to keep a post-purchase thank you series for a first purchase relatively simple, the longer a customer continues to buy from you, the more you can ask of them. For instance, once customers have passed that second or third purchase threshold, it’s the perfect time to ask for product reviews, surveys and engagement on social media.
4) Best Customer Series
You can create a best customer series based on any number of criteria, such as the amount of money a customer has spent over their lifetime (CLV), the number of purchases made, or their RFM (recency, frequency, monetary score). Once you decide what criteria you plan to use for segmenting out this cohort, make sure you give your best customers an extra special thank you and discount. Remember, best customers are a small percentage of your customer base that make up a large percent of the revenue, so treat them that way!
5) Win-Back Campaign for "Churning Customers"
Acquiring a new customer can cost a retailer 4.8 times more than keeping an old customer. If you know the average latency (time between purchases) of your customers, then you’re on the right track for setting up your win-back campaigns. A good win-back campaign includes three emails that are sent over a period of time, such as 90, 120 and 270 days since last purchase (depending on your product, average time between purchases will differ). Make sure you let your customer know that you miss them and help them realize they can’t live without you by upping the ante with each email. Here’s an example:
- 90 days since last purchase – Email 1: “We Miss You!” (No discount),
- 120 days since last purchase – Email 2: “Is it something I said?” (5% discount)
- 270 days since last purchase – Email 3: “Is this goodbye?” (15% discount)
6) Post-Purchase, Product-Specific Education Series
One great way to build rapport and a better relationship with your customers is to create educational emails that enhance the customer’s use of the product. A joint Silverpop and Windsor Circle client, evo, was noticing a high volume of returns on ski boots (one of their highest-grossing products). It attributed these return rates to the difficulties people run into when trying on ski boots at home.
To combat this, evo created a three-part how-to series. It repurposed content that was already on the website to create the three emails, giving all ski boot purchasers easy access to these how-to guides. Once a customer purchases ski boots, they are automatically enrolled in this three-part email series, which has seen open rates of 58 percent and click rates of 25 percent. (Related video: “Post-Purchase Support Emails.”)
7) Abandoned Cart Recovery Emails with Anti-Gaming Rules
The average retailer experiences 60 percent to 70 percent shopping cart abandonment. While a recent study by Omniture says that 2 percent of people who abandon a cart and then receive a cart recovery email will follow through with their purchase, Windsor Circle clients have experienced recovery rates of more than 10 percent! By employing anti-gaming technology, cart recovery emails can be sent without having to worry about training your customers to abandon their carts.
8) Replenishment Campaign
If you sell a replenishable product, like coffee, an easy way to be helpful to your customers is to run a replenishment campaign. Take our client, CoffeeForLess.com, which obviously sells a replenishable product. Once a customer has purchased from CoffeeForLess.com two or more times, Windsor Circle analyzes the data and emails are sent based on the individual’s predicted reorder date. If a customer hasn’t purchased with you two or more times, but you know the average time it takes to use up your product (latency), you can set up a replenishment campaign based on a static date as well.
9) "Integrated Send"
While we tend to focus on automated emails, you can also use product and purchase history data to segment your weekly emails and promotions. Here at Windsor Circle, we recommend using these four segments: non-purchasers, one-time purchasers, churning customers and all others. Promotions, discounts and content should be altered for each group.
10) Birthday Emails
Birthday message are a simple way to get great opens, clicks and conversions. Everyone wants to feel special on their birthday, so make sure you’re collecting a customer’s birthdate – perhaps during opt-in and/or after a customer’s first or second purchase – so you can send these emails. Another client of ours, Annmarie Gianni Skin Care, sends out an automated birthday email that sees open rates of 83 percent and click rates of 32 percent.
Windsor Circle’s Retention Automation Platform helps retailers Connect virtually any eCommerce platform to Silverpop with enterprise-class integrations; Analyze retail data to identify and import customer profiles, segments and purchase history into Silverpop; Recover abandoned shopping carts, and Automate, Segment and Personalize retention marketing campaigns that help retailers Keep Your Customers. For more information, visit www.windsorcircle.com
1) Ebook: “15 Post-Purchase Emails That Build Loyalty and Drive Revenue”
2) Blog: “6 Tips for Creating a Best Customer Email Program”
3) Blog: “Happy Birthday Email 2.0: Now with Dynamic Awesomeness!”