2. Before we get started…
• Having technical difficulties?
– Use the Q&A dialog box to let us know
– If we can’t help you, call Citrix at 888-259-
8414 for technical support
– Or you can chat with a Citrix representative at
www.citrixcs.com/chat
• To submit questions during the webinar, use
the Q&A chat box
• Everyone will receive a link to a recording of Today’s Moderator:
the presentation and a copy of the slide deck
within 1 to 2 business days Sarah Zibanejadrad
WhatCounts, Inc.
• While you wait, download our new joint
whitepaper on using segmentation to
improve customer retention.
– http://ar.gy/whatcountswhitepaper
2
3. Tweet!
Tweet about this webinar using #WindsorCircle
Follow:
@WindsorCircle
@McGinity
@WhatCounts
http://ar.gy/whatcountswhitepaper 3
5. Quick Wins Using Your eCommerce Data to
Double and Triple Email Marketing Revenue in 2012
http://ar.gy/whatcountswhitepaper
6. Special Offer for WhatCounts Users:
Waive Magento “Download Fee.”
$1,995 for Enterprise
$749 for Community
7. Agenda
Why You Should Care
Quick Wins
1. Win Back Old Customers
2. Cross/Up Sell
3. Procrastinators
4. Triggered Product Recommendations
5. Triggered Product Reviews
6. Best Customers
Identifying Customer Segments with RFM
Analysis
8. Quick Win #1
Win Back Last Year’s (Holiday) Buyers
Identify Last Year’s
Holiday Buyers Identify 2011 holiday
buyers.
1. Last Purchase
≥ 11.15.2011
2. Last Purchase
≤ 12.31.2011
Leverage “Win Back”
Techniques to Engage
http://ar.gy/whatcountswhitepaper
9. Holiday '11
Last
Purchase ≥
11.15.2011
Last
Engage win back Purchase ≤
techniques. 12.31.2011
1. “We miss you.”
2. Increase Frequency, and
suppress 2012 Buyers.
13. Quick Win #2
Cross / Up Sell This Year’s Hottest Items Based on Purchase History
Identify Hot Items in
Your Inventory
• Identify hottest items
• Intuition
• Directive
Identify Correlations
with Other Products • Statistics
• Identify correlations
• Upgrades
Cross / Up Sell Based • Accessories
on Purchase History
http://ar.gy/whatcountswhitepaper
14. Cross / Up Sell
• Market basket analysis
• Identify segments based
on purchase history This Year’s
Hottest Items
• SKU
• Title / Keyword
• Category
• Brand Purchase
Correlations
History
Learn more about Market Basket Analysis at
http://en.wikipedia.org/wiki/Market_basket_analysis
19. Quick Win #3
Help Procrastinators Buy Before A Big Event
1. Identify last minute
Identify Procrastinators
buyers
2. Identify rush shippers
3. Remind them of rush
shipping fees
Encourage Them to
Buy Early and Save
http://ar.gy/whatcountswhitepaper
20. Procrastinators
The number of people who
Paid for
Rush shopped online the Wednesday
Shipping before Christmas in 2010 jumped
Since 23.5% compared with the
12.01.2011 Wednesday before Christmas in
2009.1
Purchase Purchase
≥ 12.18.2011 ≤ 12.25.2011
1. Wall Street Journal. Gift Shoppers Flocked to the Web. 12.24.2010. Ann Zimmerman.
30. Quick Win #5
Trigger Product Review Requests
Identify Buyers ‘X’
Days After Purchase
• Give enough time
• Consider an incentive
• Include Picture and Link
Use Automation to
Request a Review
http://ar.gy/whatcountswhitepaper
31. Triggered Email 14 Days After
Purchase
http://ar.gy/whatcountswhitepaper
35. Quick Win #6
Get Your Best Customers to Spend Their Cash With You
Engage through
Identify Best Customers
Exclusivity
http://ar.gy/whatcountswhitepaper
36. Meet RFM Analysis.
Recency – Number of days or
months since last purchase
Frequency – Number of
purchases made
Monetary Value – Amount
spent by a customer
http://ar.gy/whatcountswhitepaper
41. Your best customers are those who fit the combination of
most recent, most frequent, and highest monetary value.
R1∙F1∙M1
• Exclusive preview of
new products.
• Early access to limited Recency
inventory. (Top Quartile)
• Exclusive discounts or
offers.
• Free gift for best Frequency
Monetary
Value
customers. (Top Quartile)
(Top Quartile)
http://ar.gy/whatcountswhitepaper
42. R =1 F = 1 M = 1
http://ar.gy/whatcountswhitepaper
46. Let’s explore more customer groups.
Best (111)
Deadbeats
Loyal (X1X)
(4XX)
Almost Lost Big Spenders
(3XX) (XX1)
Campaign
Management
Splurgers New Spenders
(X41) (141)
Win-back Loyal Joes
(411) (214)
47. Incent Loyal Joe’s to spend more.
“Every 5th Item is FREE”
• High hurdle
• They like and trust you
• Expiration date
http://ar.gy/whatcountswhitepaper
48. Inform New Customers of Standard
Features
“Always Free Shipping”
• Benefits of shopping
with you
• Personal greeting
• Invitation to connect
on social
http://ar.gy/whatcountswhitepaper
49. Get Rid of Deadbeats
“Last chance!”
• Force action or gone
• Incentive optional
• Improve deliverability
http://ar.gy/whatcountswhitepaper
50. Special Offer for WhatCounts Users:
Waive Magento “Download Fee.”
$1,995 for Enterprise
$749 for Community
52. Next Webinar by Next Webinar by
WhatCounts Windsor Circle
Title: “Creating Email Marketing Title: “How to Retain Customers
Effectiveness with On-Premise in a Google Shopping World”
Solutions”
Date: Tuesday, July 24, 2012 Date: Thursday, July 26, 2012
Time: 2:00 - 3:00 PM EDT Time: 12:00 - 1:00 PM EDT
Reserve your Webinar seat now Reserve your Webinar seat now
at: at: http://ar.gy/1Sdn
https://www1.gotomeeting.com
/register/720587048
http://ar.gy/whatcountswhitepaper
53. Contact Windsor Circle
Windsor Circle, Inc.
Speaker Contact Information: 111 E Chapel Hill Street
Brad McGinity Suite 100
VP, Sales & Marketing, Windsor Circle Durham, NC 27701
(919) 822-2009 (919) 822-2009
Brad@WindsorCircle.com www.windsorcircle.com
54. Contact WhatCounts
WhatCouns, Inc.
3630 Peachtree Road, NE
Suite 900
Atlanta, Georgia 30326
1-866-804-0076
www.whatcounts.com
Twitter: @WhatCounts
sales@whatcounts.com