9 Pillars of Retention Automation, Holiday Strategy, & App Demo hosted by ExactTarget, featuring Spangler Candy: Integrating Retail Big Data, Analyzing & Predicting Customer Lifetime Value, and Automating Email Marketing “We sent out Windsor Circle enabled emails on 9/16/13, and the result was a 2.38x lift from our average weekday sales number (our sales skew toward the weekdays and are lower on weekends)", said Jim Knight, VP Marketing / E-Commerce at Spangler Candy (maker of Dum Dums), a joint ExactTarget and Windsor Circle client. It was also our single highest day of revenue thus far, since our start in e-commerce in 1996.” Windsor Circle follows up our ExactTarget Connections conference exhibit and App Theatre presentation with this in-depth, example-packed 30 minute, webinar which covers the 9 powerful automation capabilities every retailer can harness to double their repeat buyers, realize 5x customer lifetime value, and see fantastic ROI from segmented, automated, and personalized email marketing campaigns by leveraging eCommerce data. In this webinar, Andrew Pearson, Windsor Circle's VP of Marketing, and Jim Knight highlight and explain the most important data sets to leverage for smarter email marketing, explore best practices and demonstrate how any retailer can begin or enhance data-driven, automated marketing programs within your email software. We place a special emphasis on the data, segments, and automated emails you can build to have a measurable impact before, during, and after the holidays. From Welcome Series to Win Back Campaigns, Product Recommendations to Replenishment Campaigns, we teach you how to integrate, analyze, and leverage your eCommerce data within your email marketing software of choice to automate your retention marketing.

1. App Theater
Webinar Series
Windsor Circle’s 9 Pillars of
Retention Automation, Holiday
Strategy, & App Demo hosted
by ExactTarget, featuring
Spangler Candy
Presented by: Andrew Pearson, Windsor Circle
Jim Knight, Spangler Candy

2. #ETWebinar
Before We Get Started…
• To submit questions during the webinar, use the
Q&A Chat feature to the left of your console.
Questions will be answered at the conclusion of
the webinar.
Today’s webinar is moderated by:
• Join the conversation on Twitter by using hashtag
#ETWebinar #RetentionAutomation
• Everyone will receive a link to a recording the
presentation and a copy of resources mentioned
within 2-3 business days.
Nicole DelMastro
Global Marketing Activation Manager,
ExactTarget
@ItsMeNicole

3. #ETWebinar
Your hosts
Andrew Pearson
VP of Marketing, Windsor Circle
@arjpearson @windsorcircle
Jim Knight
VP Marketing / Ecommerce
@Dum_Dums

4. It’s the Customers you Keep
who Count.
Getting more from existing customers

5. #ETWebinar
9 Pillars of Retention Automation
A Customer Engagement & Lifecycle
Marketing Automation Framework
1.
2.
3.
4.
5.
6.
7.
8.
9.
Know Your Customers
Get Connected: Permission to Retain
Thank Your Customers
Amaze Your Best Customers
Help Your Customers Enjoy More
Save Your Churning Customers
Create Evangelists
Listen to Your Customers
Acquire Retainable Customers

6. #ETWebinar
Windsor Circle’s Retention Automation Platform:
Connect any Ecommerce Platform to ExactTarget
And more!

7. Introducing Spangler Candy
Present
Past
Spangler was founded
in 1906 by
Arthur Spangler.
Dum Dums
Candy Canes
Spangler Candy 2013
•Headquartered in Bryan, Ohio
•Over 500,000 square feet
•600 Employees
Saf-T-Pops
Circus Peanuts

8. •Spangler Candy started our web site in July 1997.
•Spangler Candy added e-commerce in May 1998.
•Spangler Candy signed with Exact Target in April 2005.
•Spangler Candy signed with Windsor Circle in November 2012.
Mattea St. John - E-Commerce & Social Media Manager
Spangler Candy Company
4 ½ years
Jim Knight - VP- Marketing/E-Commerce
Spangler Candy Company
17 years

9. Data-driven Marketing Works
“We sent out Windsor Circle enabled emails on 9/16/13, and the result was a
2.38x lift from our average weekday sales number (our sales skew toward the
weekdays and are lower on weekends).
It was also our single highest day of revenue thus far, since our start in ecommerce in 1996.”
- Jim Knight, VP Marketing / E-Commerce, Spangler Candy

10. 5 Trivia Questions, 5 Winners!

11. #1: Know your Customers
Use Windsor Circle analytics to
understand customer lifetime value

12. Can you identify
your last-minute
holiday shoppers?
Purchase history is incredibly
valuable for predicting behavior.

13. Do you Know
Their Birthdays?
Profile data is incredibly valuable
for personalizing engagement.

14. #ETWebinar
Template
Template
Template

21. #ETWebinar
Know Your Customers
• Ongoing RFM analysis
• Identify customer segments
• Predict customer lifetime value
• Determine lifecycle stages & timing
• Build personas & personalize messaging
> So you can automate retention marketing

22. #2: Get Connected
(Permission to Retain)
Get the email address, then welcome
new subscribers and new customers.

23. Welcome New Subscribers to your Brand
Results:
Over 50% Open Rate
18% Click Throughs
2% Conversions
Windsorcircle.com/results

24. Welcome Series
ExactTarget
Triggered Email
Subject: Welcome to
the Dum Dum Digest!
42.9% Open Rate
14.2% Click-thru Rate
Start date: Jul 2010

25. Welcome Series
ExactTarget
Triggered Email
Subject: Welcome to
Candy2Business!
50% Open Rate
19.3% Click-thru Rate
Start date: Jul 2010

26. Automating Welcome Series in ExactTarget
Trivia: How many millions of Dum Dums are made each day?

27. #3: Thank your Customers
Convert shoppers to repeat buyers
with a warm thanks

28. Post Purchase Thank You
We bought green pants, we got
a thank you email from the CEO

29. Welcome New Customers to your World

30. Spangler Candy New Customer Welcome
Windsor Circle
Single Send Sep 2013
Subject: Thanks for your
Recent Purchase!
45% Open Rate
7.7% Click-thru Rate
Start date: 9/16/2013
*Customers purchasing from
Feb. 1st forward

31. #ETWebinar
Convert Shoppers into Repeat Buyers
Windsor Circle client Annemarie
Gianni Skin Care uses on-site
“smart offers” based on clickbehavior to offer a $10 Sample Kit.
This is followed by 7 automated
emails, which get:
• 51% avg. Open Rates
• 13% avg. Click Rate
• 5% Conversion Rates (of
total recipients, or 37% of
Clicks!)
• 37% Aggregate
Conversion

32. Triggered Emails Drive Results
Days After
Sample Kit
Open
Click
Here’s What Others Have to Say About
Annmarie, Plus Keep Up To Date on Specials
4
60.1%
18.4%
10% off coupon
How to Use Your Samples (Plus, What Products
Should I Use for My Skin Type?)
11
67.2%
19.4%
10% off coupon reminder
Stop Stripping Your Skin's Natural Oils with Soap!
18
49.7%
10.3%
10% off coupon reminder
Did You Know: Some Lotions Can Clog Your
Pores?
27
44.5%
11.4%
10% off coupon reminder
A Skin Care Routine to Keep You Looking Young
and Beautiful
37
44.8%
7.8%
10% off coupon reminder
Last Chance to Use Your Coupon!
50
45.8%
14.1%
10% off coupon last
chance!
We Haven't Seen You In a While...
180
32.1%
8.5%
20% off coupon and survey
Subject Line
Offer

33. #4: Amaze Your Best
Customers
Reward loyalty

34. Best Customer Emails
Exact Target
Single Send March 2012
Subject: Sign Up and
Receive 20% Off!
26% Open Rate
8.5% Click-thru Rate
Start date: Mar 2012
Any customer that
purchased in 2011.

35. #ETWebinar
Special Rewards
for VIPs
Onward Reserve triggers an
email notifying the customer
that they now have a Personal
Shopping Assistant.
Triggered when RFM Score = 111
Automated Emails
Open
Rates
Click
Rates
Conversion
Rates
Improvement from Regular
Email Campaigns
79% 160% 1842%
Revenue
Average Order Value
(AOV)
659%
89%

36. #5: Help Your Customers
Buy More
Recommend, replenish

37. Automated Replenishment Emails
Based on date the
customer is predicted to
use up their last order
5x Increase
In Conversion
Rates

38. Emails to Last Year’s Holiday Shoppers

39. Automated “Hot Combo” Emails

40. Automated Replenishment Campaigns

41. #ETWebinar
Spangler Candy Holiday Opportunities
• Big spenders segment
• Candy cane segment
• Mini-candy cane segment
Trivia: Which candy cane
variety is the Windsor
Circle Client Success team
salivating over?

42. #6: Save Your Churning
Customers
Holidays is the perfect opportunity to
win back your latent best

43. #ETWebinar
Win Back Latent Best Customers
16.2 %
Higher Open
Rates Than
List Average

44. Win Back Campaign
Windsor Circle
Single Send Sep 2013
Subject: We've Missed You!
29.9% Open Rate
8.8% Click-thru Rate
Start date: 9/16/2013
*Any customer who purchased
Feb. 1, 2013 or before
(3 years back)

45. Win Back Results
Windsor Circle - Single Send 9/16/2013 Results
Subject: We've Missed You!
2.38x lift from our average weekday sales number
Single highest day of revenue, since start in e-commerce in 1996.

46. Win Back Campaign Rules
Trivia: What kinds of sugar are used in Spangler products?

47. Win Back Campaign Rules
Send 3-part Win-Back with:
•
•
•
•
30% off + free shipping
Fee gift w/ next purchase
Brand promise, thanks from CEO, “You’re the best”
Early access to products

48. #7: Create evangelists
Your very best customers drive purchases
through public loyalty.
Find them. Motivate them. Reward them.

49. #ETWebinar
Find Evangelists
via Social
Contests
work.
Trivia: How many steps are in the
Dum Dum Lollipop production
process?

50. Build Loyalty by Going the Extra Mile

51. Stay Relevant: Spangler Candy New Email Design

52. #8: Listen to Your
Customers
From click behavior to A/B testing,
reviews to net promoter scores

53. #ETWebinar
Find your “Net Promoters”
53

54. Ask for Reviews
Trivia: When was Spangler
Candy founded?

55. #9: Acquire Retainable
Customers
Use historical order data to ID best
acquisition channels

56. #ETWebinar
Acquire Retainable Customers
Analyze historical order data to
ID marketing channels which
produce high lifetime value
Then, predict CLV based on
acquisition channel, profile,
persona, products, etc…

57. email

58. 58

59. Retention Automation
Get more from existing customers

60. #ETWebinar
Joint Windsor Circle / ExactTarget Clients
We sent out Windsor Circle enabled emails on 9/16/13, and the result was
a 2.38x lift from our average weekday sales number (our sales skew toward
the weekdays and are lower on weekends). It was also our single highest
day of revenue thus far, since our start in e-commerce in 1996.
- Jim Knight, VP Marketing / E-Commerce, Spangler Candy
"Case-Mate adopted
Windsor Circle's customer
retention analytics App to
expand the insights we can
gain from our eCommerce
data, and identify customer
retention and automation
opportunities that we can
implement using
ExactTarget“
- Ruth DeFeo, Case-Mate
Senior Manager,
Ecommerce.
“We had a lot of great customer data
locked up in our order management
system, and we knew that repeat
customers were much more valuable
than one-time buyers. But we didn't
have the resources to develop a
good RFM model, or to automate the
data transfer to ExactTarget.
Windsor Circle stepped in and
provided all those things, plus the
kind of personalized, consultative
assistance you would expect from an
agile, "boutique" type vendor.”
- James Witmer, Retail Marketing
Director, InkPixi.com
60

61. #ETWebinar
ET100 Special Offer
Free 6 mo. Windsor Circle
Subscription
• Data-Plus Integration: 30+ data fields
• Customer Analytics Account
• Up to 1MM Records
• Any eCommerce platform
• No obligations
Windsorcircle.com/et100

62. #ETWebinar
Q&A

63. #ETWebinar
Q&A: 9 Pillars of Retention Automation
A Customer Engagement & Lifecycle
Marketing Automation Framework
1.
2.
3.
4.
5.
6.
7.
8.
9.
Know Your Customers
Get Connected: Permission to Retain
Thank Your Customers
Amaze Your Best Customers
Help Your Customers Enjoy More
Save Your Churning Customers
Create Evangelists
Listen to Your Customers
Acquire Retainable Customers

64. 10 Steps to Make Dum Dums

65. For more webinars visit
www.exacttarget.com/webinars
www.windsorcircle.com/webinars

66. Thank you!