Learn more about key personas and retention campaigns to keep your most valuable customers, we'll cover everything from winning back churning customers to automating product replenishment campaigns.

1. Lifecycle Marketing
Webinar Series
Phase 3: Retention

2. Today’s Agenda
• Quick Review: Lifecycle Marketing
• Retention Personas & Campaigns
o Win-Back Series
o Cart Recovery
o Automated Product
Replenishment
o Best Customer Series

3. Windsor Circle in 90 Seconds

4. Predictive Lifecycle & Retention Marketing
Browse
Abandonment
Cart Recovery
Segmenting
Customer
Behavior
Post Purchase
Programs
Replenishment
Automation
Analytics

5. Grow Customer Value
REPLENISHTRACK
Behavioral
Marketing
RETAINRECOVER
Retention
Marketing
CONNECT ANALYZE
SEGMENT PREDICT
Predictive
Marketing

6. Marketing campaigns that address different customer needs as they progress in
their relationship with a brand
What Is Lifecycle Marketing?
Purchase
Retention
Post
Purchase
Pre-
Purchase

7. What Is Lifecycle Marketing?
Pre-Purchase Post Purchase Retention
Browse Abandonment First Purchase Win-Back
Welcome Series Product Education Cart Recovery
Segmented Promotions Product Replenishment
Best Customer Series

8. Lifecycle email marketing was found to increase campaign performance,
subscriber engagement and customer satisfaction.
Why Lifecycle Marketing?
http://www.marketingtechblog.com/infographic-the-ecosystem-of-lifecycle-marketing/marketing-lifecycling-mod3-2/
55%
67%
56%
Campaign Performance Subscriber Engagement Customer Satisfcation

9. Through lifecycle marketing, our
clients are seeing:
• a 20% increase in CLV year-
over-year
• an average retention rate lift of
17%
• and 10x ROI
Why Lifecycle Marketing?

10. Meet the Personas

11. Meet the Personas

12. Campaign 1
Win-Back Series

13. Meet Disappearing Desmond
Attributes:
• Bought from your store, but it’s been months
since you’ve seen him. He’s a high churn risk!
Earn Their Loyalty:
• Win him back with a win-back series. With the
right message he may come around to
purchase again.

14. Win-Back
• Churn occurs during the inactive stage of the
lifecycle, when a customer ceases to purchase
from you or engage with your brand.

15. Win-Back
• Churn occurs during the inactive stage of the
lifecycle, when a customer ceases to purchase
from you or engage with your brand.
• Win-Back emails are a great way to remind
customers about your brand and the value you
provide.

16. Win-Back
• Churn occurs during the inactive stage of the
lifecycle, when a customer ceases to purchase
from you or engage with your brand.
• Win-Back emails are a great way to remind
customers about your brand and the value you
provide.
By The Numbers

17. Win-Back
• Churn occurs during the inactive stage of the
lifecycle, when a customer ceases to purchase
from you or engage with your brand.
• Win-Back emails are a great way to remind
customers about your brand and the value you
provide.
www.bain.com/Images/Value_online_customer_loyalty_you_capture.pdf
By The Numbers
• It costs 6x – 7x more to acquire a new customer

18. Win-Back
• Churn occurs during the inactive stage of the
lifecycle, when a customer ceases to purchase
from you or engage with your brand.
• Win-Back emails are a great way to remind
customers about your brand and the value you
provide.
By The Numbers
• It costs 6x – 7x more to acquire a new customer
• Industry seeing 12% open rates, with 45% of readers
opening subsequent messages
www.bain.com/Images/Value_online_customer_loyalty_you_capture.pdf
http://www.slideshare.net/re-turn_path/how-to-master-the-email-winback-campaign

19. Win-Back Email Example
• Segmented by purchase
frequency
– 1x – 2x buyers (static date)
– 3+ buyers (predictive date)
• Shows appreciation for past
purchases
• Uses incentive
• Clever imagery and messaging

20. Win-Back Email Example
• Highlights some of their most
popular products to remind inactive
customers what they’re missing
• Uses a celebrity endorsement by a
professional soccer player to show
the value & quality of their products
• Offers a discount to further
motivate the customer to make
another purchase

21. Tip 1
Tip 2
Win-Back Email Tips
Be clear with your customers –
you miss them. Make sure the
subject line and the content of
the email makes this very clear.
Make shopping easy for your
customers. Include product
recommendations in your emails
based on their purchase history.

22. Campaign 2
Cart Recovery Series

23. Meet Coupon Christie
Attributes:
• On a quest to find great deals. Never pays full
price and always compares prices across
retailers
Earn Their Loyalty:
• Cart recovery email series with anti-gaming

24. • Most effective solution for alleviating
shopping cart abandonment.
Cart Recovery

25. • Most effective solution for alleviating
shopping cart abandonment.
Cart Recovery
www.businessinsider.com/heres-how-retailers-can-reduce-shopping-cart-abandonment-and-recoup-billions-of-
dollars-in-lost-sales-2014-4
By The Numbers

26. • Most effective solution for alleviating
shopping cart abandonment.
Cart Recovery
www.businessinsider.com/heres-how-retailers-can-reduce-shopping-cart-abandonment-and-recoup-billions-of-
dollars-in-lost-sales-2014-4
By The Numbers
• 65% average shopping cart abandonment

27. • Most effective solution for alleviating
shopping cart abandonment.
Cart Recovery
www.businessinsider.com/heres-how-retailers-can-reduce-shopping-cart-abandonment-and-recoup-billions-of-
dollars-in-lost-sales-2014-4
By The Numbers
• 65% average shopping cart abandonment
• $4 trillion worth of lost merchandise a year

28. • Most effective solution for alleviating
shopping cart abandonment.
Cart Recovery
www.businessinsider.com/heres-how-retailers-can-reduce-shopping-cart-abandonment-and-recoup-billions-of-
dollars-in-lost-sales-2014-4
By The Numbers
• 65% average shopping cart abandonment
• $4 trillion worth of lost merchandise a year
• Our clients see up to 15% recovery rates

29. Cart Recovery
Recommended Set Up – 7 total emails
(3 series)

30. Cart Recovery
Recommended Set Up – 7 total emails
(3 series)
Regular Series
• Email 1
– A few hours after
– No discount
• Email 2
– ~ 3 days after
– Discount offer
• Email 3
– ~ 7 days after
– Discount offer

31. Cart Recovery
Recommended Set Up – 7 total emails
(3 series)
Regular Series
• Email 1
– A few hours after
– No discount
• Email 2
– ~ 3 days after
– Discount offer
• Email 3
– ~ 7 days after
– Discount offer
Anti-gaming Series
• Email 1
– A few hours after
– No discount
• Email 2
– ~ 3 days after
– No discount
• Email 3
– ~ 7 days after
– No discount

32. Cart Recovery
Recommended Set Up – 7 total emails
(3 series)
Regular Series
• Email 1
– A few hours after
– No discount
• Email 2
– ~ 3 days after
– Discount offer
• Email 3
– ~ 7 days after
– Discount offer
Anti-gaming Series
• Email 1
– A few hours after
– No discount
• Email 2
– ~ 3 days after
– No discount
• Email 3
– ~ 7 days after
– No discount
Third Series – put something in their cart and then removes it
• 1 email that is customer service based

33. Cart Recovery Email Example
• No incentive, but rather asks if the
customer needs help completing
their order
• Shows image of abandoned product
with a link to complete the purchase
• Responsible for nearly 50% of their
revenue from lifecycle marketing

34. Cart Recovery Email Example
• Offers a discount incentive in the last email of
the cart recovery series
• Employs anti-gaming technology to ensure
that customers who repeatedly abandon their
carts do not receive the incentive.
• Highlights the company’s tech support, in
case customers need any assistance with
completing their orders

35. Tip 1
Tip 2
Cart Recovery Email Tips
Combine cart recovery messages
with product recommendations of
items similar to, or often purchased
with, the product left in the
shopping cart.
Only include incentives, like a
discount or free shipping, in the last
email in your cart recovery series.

36. Campaign 3
Automated Product Replenishment

37. Meet Repeat Pete
Attributes:
• Buyer of consumable goods
Earn Their Loyalty:
• Keep Pete well-stocked with automated
product emails and he’ll stay a loyal customer

38. • Great way to continue an ongoing
relationship with customers
Automated Product Replenishment

39. • Great way to continue an ongoing
relationship with customers
• Powerful driver of repeat business, as well
as customer loyalty, retention, and
consistent revenue
Automated Product Replenishment

40. • Great way to continue an ongoing
relationship with customers
• Powerful driver of repeat business, as well
as customer loyalty, retention, and
consistent revenue
Automated Product Replenishment
By The Numbers

41. • Great way to continue an ongoing
relationship with customers
• Powerful driver of repeat business, as well
as customer loyalty, retention, and
consistent revenue
Automated Product Replenishment
By The Numbers
• 7% lift in conversion rate

42. • Great way to continue an ongoing
relationship with customers
• Powerful driver of repeat business, as well
as customer loyalty, retention, and
consistent revenue
Automated Product Replenishment
By The Numbers
• 7% lift in conversion rate
• 10% lift in orders

43. • Great way to continue an ongoing
relationship with customers
• Powerful driver of repeat business, as well
as customer loyalty, retention, and
consistent revenue
Automated Product Replenishment
By The Numbers
• 7% lift in conversion rate
• 10% lift in orders
• $1.03 RPE (9x the industry average for email)

44. Replenishment Email Example
• Triggered based on the usage
rate of the purchased item
• Sent one week before the
anticipated replenishment date,
with a follow-up sent the day
before the replenishment date
• Features the replenishable item
with a buy button leading to
that product’s webpage, to
streamline the reordering
process

45. Replenishment Email Example
• F o r c u s t o m e r s w h o h a v e
purchased 3+ times
• Triggered by predicted order date,
an algorithm that looks for
patterns in a customer’s buying
behavior
• Asks the customer for feedback by
suggesting they to write a review
of the product

46. Tip 1
Tip 2
Replenishment Email Tips
Include product names in the
subject line so it’s clear what
item needs to be refilled.
Replenishment emails usually
have high engagement rates.
Use this opportunity to
showcase static or seasonal
product recommendations.

47. Campaign 4
Best Customer Series

48. Meet Cheerleader Cheryl
Attributes:
• Loyal and consistent, brand evangelist
Keep Their Loyalty:
• Reward Cheryl for being an awesome
customer with personalized, best customer
messages, special promotions, and exclusive
offers.

49. Best Customer
• WHO? The small group that are most valuable to
you over time based on frequent purchases with
large order values.

50. Best Customer
• WHO? The small group that are most valuable to
you over time based on frequent purchases with
large order values.
• WHAT? There are many ways to reward your
best customers, such as special discounts, VIP
experiences, and exclusive events.

51. Best Customer
• WHO? The small group that are most valuable to
you over time based on frequent purchases with
large order values.
• WHAT? There are many ways to reward your
best customers, such as special discounts, VIP
experiences, and exclusive events.
• WHY? Retailers who are strategic in offering
discounts will save higher markdowns and
related promotions for only their best
customers, yielding great results.

52. Best Customer
By The Numbers
• WHO? The small group that are most valuable to
you over time based on frequent purchases with
large order values.
• WHAT? There are many ways to reward your
best customers, such as special discounts, VIP
experiences, and exclusive events.
• WHY? Retailers who are strategic in offering
discounts will save higher markdowns and
related promotions for only their best
customers, yielding great results.
http://citygro.com/mind-blow-ing-loyalty-and-marketing-stats/

53. Best Customer
By The Numbers
• 80% of revenue driven by best customers, on average
• WHO? The small group that are most valuable to
you over time based on frequent purchases with
large order values.
• WHAT? There are many ways to reward your
best customers, such as special discounts, VIP
experiences, and exclusive events.
• WHY? Retailers who are strategic in offering
discounts will save higher markdowns and
related promotions for only their best
customers, yielding great results.
http://citygro.com/mind-blow-ing-loyalty-and-marketing-stats/

54. Best Customer
By The Numbers
• 80% of revenue driven by best customers, on average
• 77% of customers are more likely to buy a product when they heard
about it from family or friends
• WHO? The small group that are most valuable to
you over time based on frequent purchases with
large order values.
• WHAT? There are many ways to reward your
best customers, such as special discounts, VIP
experiences, and exclusive events.
• WHY? Retailers who are strategic in offering
discounts will save higher markdowns and
related promotions for only their best
customers, yielding great results.
http://citygro.com/mind-blow-ing-loyalty-and-marketing-stats/

55. Best Customer Email Example
• Offers an exclusive discount
• This email was sent twice, an
initial email and then a re-
email two days later to
customers who hadn’t opened
it
• Suggests customers further
engage with the brand on
social media or writing a
product review

56. Best Customer Email Example
• Provides an exclusive discount
only for best customers
• Personalized to include the
c u s t o m e r ’ s fi r s t n a m e
personalization & the last item
they bought
• O f f e r s d y n a m i c p r o d u c t
recommendations based on the
customer’s last purchase

57. Tip 1
Tip 2
Best Customer Email Tips
Think long term loyalty! How
does your campaign foster this?
When it comes to incentives,
think beyond discounts. For
example, you could offer free
gifts, invitations to special
events, early access to new
products, or more.

58. Questions?

59. Resources
Lifecycle Marketing Guide
WindsorCircle.com/LifecycleGuide
Customer Lifetime Value Game
www.GuestToBest.com