Retention, Perfectly Brewed

Transcription

1 Retention, Perfectly Brewed How CoffeeForLess Made More than $500k in 6 Months From Data-Driven Lifecycle s

2 Getting More from Existing Customers CoffeeForLess, an IR500 retailer, uses Windsor Circle to help build brand awareness and loyalty through automated lifecycle marketing, with the goal of getting more customers to make a third purchase, a critical retention metric. CoffeeForLess was founded by Jack and Lynn Kirshner 25 years ago as Coffee Serve. Inc in Philadelphia, PA, and is a top seller of brand name coffees and teas. Elite SEM, a marketing agency, manages CoffeeForLess marketing. CoffeeForLess is an IR 500 company (#495) with $19 million in web sales in 2012, according to Internet Retailer. W i n d s o r C i r c l e s R e t e n t i o n Automation Platform helps online retailers keep more customers through data-driven, personalized & automated retention programs. Elite SEM manages digital marketing for CoffeeForLess, in addition to powering Search Engine Marketing campaigns for other corporations, Fortune 1000 brands and entrepreneurial businesses. $500k+ CoffeeForLess made more than $500k in 6 months from data-driven lifecycle marketing powered by Windsor Circle. These s had 66% higher open rates and 125% higher click rates (results on page 5) compared to their average rates for the same time period. Total 6 month revenue CoffeeForLess leveraged Windsor Circle s 9 Pillars of Retention Automation for an ROI of more than 25x, making more than $500k in 6 months: Win-back campaigns Over $200,000 Replenishments s Over $150,000 Best customer s Over $200,000 Windsor Circle s 9 Pillars of Retention Automation 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

3 Old School Marketing: A 1 st Time Buyer s Path Customer makes 1 st purchase Receives a welcome Receives massmarketing s Never makes a 2 nd purchase, & unsubscribes How Data Can Drive Personalized Lifecycle Marke9ng Thank Help Buy More Win Back Reward Days Joe Win him back! 1 st purchase $5 - filters, $15 - coffee CEO welcome Post purchase thank you 1 st product specific Days Sally Replenish & Reward! 1 st purchase $22 - tea, $35 single cup coffee CEO welcome 5 Post purchase thank you 1 st product specific 17 Receives product specific r 40 2 nd purchase $20 - tea, $75 single cup coffee No purchases Replenishment (based on median date for product) Replenishment r 90 Win-back rd purchase $125 - single cup coffee 100 Win-back Replenishment (based on predicted order date for Sally) Win-back 3 2 nd purchase $50 - coffee th purchase $250 single cup coffee Best customer (sent after trigger)

4 Help Customers Buy More The goal of any good marketing campaign is to make the buying process as easy as possible for your customers. CoffeeForLess optimizes their customer experience with 1 st time product purchase s and replenishment campaigns. 1) 1st Time Product Purchase s Product specific s are a great way to engage your customers and make it easier for them to purchase the products they need. CoffeefForLess sends 3 different automated s to customers who have made their 1st purchase of one of 3 popular product categories: Keurig, Coffee People, and decaf sing cup coffee. These s are r ed with a different subject line 2 days later if the original has not been opened. 2) Replenishment Campaigns Once a customer has purchased from you 2 or more times, Windsor Circle can analyze the data and send s based on their individual predicted re-order date. CoffeeForLess created a replenishment campaign for their repeat customers using these predictive dates, imported and updated within their software by Windsor Circle. This is a smart image. Using Windsor Circle data your can pull in a different image for each customer based on their previous orders. $150k+ Total 6 month revenue

5 Keeping Customers from Disappearing CoffeeForLess created 3 s to be sent 90 days, 100 days and 120 days after the most recent order date. Windsor Circle s data analysis enabled CoffeeForLess to time these win back s based on customer-specific predictive dates for those who had made 3 or more purchases. $200k+ Total 6 month revenue Win back campaigns, at 90, 100, 120 days, for customers with 2 or less purchases W in back campaigns, using predicted individual win-back dates, for customers with 3 or more purchases. Rewarding Your Best Using Windsor Circle s custom segments,, CoffeeForLess automatically identifies and rewards best customers when they match the following criteria: Has not purchased in 75 days Has placed 3 or more orders Has spent more than $500 This is re- to customers two days afterwards, if the original has not been opened. This automated Best Customer campaign generated over $200,000 in revenue in just 6 months. $200k+ Total 6 month revenue

6 Data Drives Results Windsor Circle s data-driven lifecycle s generated 66% higher open rates and 125% higher click rates than all other s during the same 6 month period. The chart below shows open and click rates for Windsor Circle campaigns in orange and for other CoffeeForLess s in blue and red.

7 In Memoriam Zachary Ciperski This case study would not have been possible without the help of Zachary Ciperski, the Director of Search Engine Optimization at Elite SEM. As part of Zach s renowned marketing ability and foresight, CoffeeForLess, a client of Elite SEM, was introduced to Windsor Circle. Zach was well traveled and lived a full, spiritual life. He was a warm and loving friend, colleague, and husband. His exceptional acumen for marketing established him as an authority and expert in the field. His success allowed him to be benevolent to many organizations and he offered his help to countless charities. Zach passed away on Sunday, January 26, 2014 surrounded by loved ones. Zach s passion for life and generous spirit will be missed, but his legacy will live on through Zach s Fund. Zachary R. Ciperski 1/26/2014 Donate to Zach s Fund To honor Zach Ciperski, a fund has been set up to donate money to the charities picked by Zach and his family, including The Kidney and Urology Foundation, ArtsForAll, and Fabretto. Please visit for more information.

8 Retention Marketing Automation Platform Get More from Your Existing Customers +1 (877)

9 Windsor Circle s Retention Automation Platform: Connect any ecommerce Platform to your Marketing Software And addi;onal data sources Data updated con9nuously into custom fields or rela9onal tables in your sokware Learn more about Windsor Circle s Reten9on Automa9on PlaForm and Integra9ons: windsorcircle.com/connect