Download - Top Campaigns for the 2015 Holidays
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Top Holiday Campaigns September 17, 2015
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Speakers
Greg Ives, Product Marketing ManagerWindsor Circle
Andrew Pearson, VP of MarketingWindsor Circle
Polly Flinch, Content Marketing ManagerWindsor Circle
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• What is Windsor Circle
• 2014 Holidays in Review
• Email Cadence & Key Customer Segments
• Email Design Tips
• Questions
Agenda
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What is Windsor Circle?
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Predictive, Behavioral & Retention Marketing What is Windsor Circle?
2014 Holidays in Review
Email Cadence & Key Customer Segments
Email Design Tips
Questions
Know Grow Keep
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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
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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
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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
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2014 Holidays in Review
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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
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$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
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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
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This Holiday Season
$652B Estimated Holiday Sales
What is Windsor Circle?
2014 Holidays in Review
Email Cadence & Key Customer Segments
Email Design Tips
Questions
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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
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Email Cadence & Key Customer Segments
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Let’s Start with the Basics What is Windsor Circle?
2014 Holidays in Review
Email Cadence & Key Customer Segments
Email Design Tips
Questions
![Page 17: Top Campaigns for the 2015 Holidays](https://reader031.vdocuments.us/reader031/viewer/2022030303/587c88181a28ab93568b6add/html5/thumbnails/17.jpg)
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
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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
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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
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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
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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
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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
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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
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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
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Last Year’s Buyers Email Examples
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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
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Best Customer Email Example
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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
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Product Upsell Opportunity Examples
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Email Cadence – December
CHRISTMAS
DECEMBER
LEGEND
All Others
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Email Cadence – December
CHRISTMAS
DECEMBER
All Others
Last Year’s Buyers
LEGEND
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Email Cadence – December
CHRISTMAS
DECEMBER
All Others
Best Customers
Last Year’s Buyers
LEGEND
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Email Cadence – December
CHRISTMAS
DECEMBER
Product Upsell Opps
All Others
Best Customers
Last Year’s Buyers
LEGEND
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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
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Procrastinator Email Examples
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In-store vs. Online What is Windsor Circle?
2014 Holidays in Review
Email Cadence & Key Customer Segments
Email Design Tips
Questions
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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
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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
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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.
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Suppression Lists What is Windsor Circle?
2014 Holidays in Review
Email Cadence & Key Customer Segments
Email Design Tips
Questions
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Suppression Lists What is Windsor Circle?
2014 Holidays in Review
Email Cadence & Key Customer Segments
Email Design Tips
Questions
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Suppression Lists What is Windsor Circle?
2014 Holidays in Review
Email Cadence & Key Customer Segments
Email Design Tips
Questions
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Suppression Lists What is Windsor Circle?
2014 Holidays in Review
Email Cadence & Key Customer Segments
Email Design Tips
Questions
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Behavioral Track & Trigger featuring
Browse Abandonment Campaigns
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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
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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
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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
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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
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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
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Browse Abandonment Email Subject line: Thanks for Stopping By
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Browse Abandonment Email Subject line: Thanks for Stopping By
ü Dynamically pulls in category that Paul has looked at
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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
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Paul has also been shopping for sunglasses….
HipsterClothingCo.com sends browse abandonment emails based on the product a visitor viewed
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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
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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
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Email Design Tips
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Tip 1: Don’t Reinvent the Wheel What is Windsor Circle?
2014 Holidays in Review
Email Cadence & Key Customer Segments
Email Design Tips
Questions
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Tip 2: Make Your Value Statement Clear What is Windsor Circle?
2014 Holidays in Review
Email Cadence & Key Customer Segments
Email Design Tips
Questions
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Tip 3: Show Off Your Products What is Windsor Circle?
2014 Holidays in Review
Email Cadence & Key Customer Segments
Email Design Tips
Questions
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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
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Questions?
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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.