By Kristen Hamerstadt
Friday, December 14, 2012
Friday, December 14, 2012
Each Thursday at 11am EST, marketers from around the world join the ExactTarget user community on Twitter for a conversation about trends and campaign ideas across the interactive marketing industry. We call this virtual coffee chat the ExactTarget Café.
During a recent chat, we hosted Andrew Pearson, Director of Marketing at Windsor Circle, an eCommerce analytics and retention marketing platform (and ExactTarget partner) that helps clients access and analyze valuable customer and purchase data, in order to implement powerful retention and life-cycle marketing campaigns. In our chat, we discussed “Retaining your Holiday Customers,” a subject on the top of most retailers' minds during this profitable season.
Here's a recap of our conversation:
Q1 #EtCafe How were Thanksgiving weekend and Cyber Monday sales for retailers this year compared to 2011?
@windsorcircle A1 #EtCafe Overall, online sales were fantastic. Up at least 16-20%. Here’s a breakdown according to comScore:
@windsorcircle A1 Black Friday topped $1B, up 26% from 2011. Thanksgiving Day rose 17% #EtCafe
@windsorcircle A1 Nov 1 to Cyber Monday '12 sales rose 16% to more than $16B #EtCafe
@windsorcircle A1 Cyber Monday sales up 20%+ from 2011 to $1.5B+ #EtCafe
@windsorcircle A1 Our clients grew revenue 73.7% from Thanksgiving to Cyber Monday ‘11 to ‘12 #EtCafe
@windsorcircle A1 Check out holiday retail graphs, charts & insights at windsorcircle.com/stats #EtCafe
@gina_mueller A1 Spending increased 17% from 2011- here is cool inforgraphic I found around Cyber Monday http://www.corecommerce.com/blog/wp-content/uploads/2012/12/comscore_holiday_shopping_cyber_monday.jpg …#etcafe
@gina_mueller A1 And apparently mobile traffic grew 70% from 2011!! #etcafe#CyberMonday
Q2 #EtCafe How many purchases came from first-time visitors versus repeat customers?
@windsorcircle A2 Overall growth in eCommerce was tide that lifted all ships. #ETCafe
@windsorcircle A2 Large growth in one-time buyers, esp Cyber Monday, strongest for acquisition marketing #ETCafe
@windsorcircle A2 Our clients saw 49.5% growth in revenue from repeat buyers and 104% for first time buyers, from 2011 to 2012 #EtCafel
@windsorcircle A2 In terms of revenue, it’s a 48/52% split in favor of one time buyers. For most retailers, this means a higher AOV for repeat buyers #EtCafe
@windsorcircle A2 Also, the LTV of a repeat buyer is 5x higher than the LTV of a one-time buyer #EtCafe
@windsorcircle A2 Importantly, Black Friday saw highest % growth of repeat buyers in these 5 days, beating Cyber Monday. windsorcircle.com/stats #EtCafe
Q3 #EtCafe What kind of retention email campaigns or offers performed really well - or poorly - this season?
@windsorcircle A3 Among our clients, Black Friday was the 1 day where majority of revenue came from repeat buyers. Acquisition dominated rest #EtCafe
@windsorcircle A3 “First Purchase” & “Win Back” Series performed well. Open, Click and Conversion rates higher than average. #EtCafe
@windsorcircle A3 #Retailers who “Warmed up their subscriber list” in 2 mo's before #Thanksgiving w/ teasers, brand-builders saw higher conversions #ETCafe
@windsorcircle A3 Use of automated, triggered emails (like 30 days after first purchase; product recs; helped lay the groundwork for revenue growth. #EtCafe
@windsorcircle A3 Deep discounts and free shipping offers got big traction - but kept margins low for one-time holiday buyers. #EtCafe
@windsorcircle A3 Big challenge is to convert to repeat buyers where Margins and LTV are higher. #EtCafe
@helloitsjess A3 my client rejigged their loyalty scheme and offered discounts and exclusive events, supporting with Social and email #etcafe
@coreybaur A3 Additionaly sometimes offering "purchaser only discounts" to people who bought will get them to buy again
Q4 #EtCafe Now, what’s your plan to retain your holiday shoppers after Dec 26th?
@windsorcircle A4 Enroll all first time buyers in a Welcome Series. 3 emails over 15 days inviting them to treat themselves #EtCafe
@windsorcircle A4 People have holiday gift money to spend! Offer promotions to ensure that money is spent with you. Gift cards rock. #EtCafe
@windsorcircle A4 Remind customers of your great return policies (if you have good ones), but only send to holiday buyers #EtCafe
@windsorcircle A4 Consider sending a special thank you gift to your top 100 (500?) holiday spenders. Wow them, and you’ll keep them coming back....#EtCafe
@windsorcircle A4 ….http://thatsgratitude.com will send 200 hand written thank you notes to for $2.50 each. This would WOW your top customers #ETcafe
@windsorcircle A4 We guide many clients to suppress recent holiday purchasers from final holiday campaigns, esp in week leading up to x-mass. #ETCafe
@windsorcircle A4 PS: we connect #eCommerce to #Email so you can set up triggered emails & suppress based on purchase history. windsorcircle.com #ETCafe
@sciencePlusSoul A4 U have 2 figr out who your high- and low-risk customers are ... and appropriate mktg spend 4 each #ETCafe
@aerosly A4 I still believe "Content is King." Hope to provide useful information, tips and solid offers that ppl want in 2013. #ETCafe
@coreybaur A4 Discuss satisfaction with purchase, links to product returns and customer service numbers. Happy Customer = Repeat Customer
@MktVue A4For some of our clients we plan to wish a Happy New Year and remind them that they have 24/7 emergency services if needed.#ETCafe
Q5 #EtCafe What are you doing this holiday season to grow your subscriber list?
@windsorcircle A5 Put up a lightbox! 250-300% increase in signups. Case studies on the effectiveness of the lightbox http://ar.gy/lightboxes #EtCafe
@windsorcircle A5 “Subscribe” checkbox at checkout. It’s surprising how many miss this. Even if you think it’s there, double check it! #EtCafe
@windsorcircle A5 Put links to email signup forms in your transactional emails. Receipts and shipping notifications have great open rates #EtCafe
@windsorcircle A5 If LTV of subscriber > cost of ad, run social ads/posts inviting subscription. Link to your website #EtCafe
Q6 #EtCafe What upsell/cross-sell offers do you have planned for post-holiday gifts?
@windsorcircle A6 Set up replenishment emails for consumables. Even if it’s gift, the recipient will appreciate the giver’s attn to detail #EtCafe
@windsorcircle A6 Use receipts/notifications to embed product recs. It’s legal and effective #EtCafe
@windsorcircle A6 Consider an email back to the buyer: “Did you buy this as a gift? Want one too? Treat yourself.” #EtCafe
@windsorcircle A6 Use dynamic content to embed a pic/link to the item most recently purchased #EtCafe
Q7 #EtCafe How is your Social team or strategy ready to react to holiday themes, and how will you leverage Social as part of a retention/engagement story next year?
@windsorcircle A7 Marry social and order data to find loyal fans, then reward them for sharing. #EtCafe (we can help you connect #Social to #Email)
@windsorcircle A7 Use social community to recommend gift ideas to each other. Everyone struggles with this. #EtCafe
@windsorcircle A7 Run surveys in advance of holidays to inform merchandising mix and choice of promotions #EtCafe
@windsorcircle A7 Use @SpringMetrics for instant pop-out discounts for Likes and Follows. #ETCafe (we integrate their web analytics data to #Email)
@windsorcircle A7 @Pinterest is blowing up for many #Retailers. Up the quality of your product photos for max ROI on Pins. #ETCafe
@windsorcircle A7 Use #Social to talk about the Heat and Soul of your business - share fun stories, great product reviews, photos and videos of products in action. #ETCafe
@aerosly A7 Immediately after purchase (especially 1st purchase) is best time to ask for social recommendations. #ETCafe
@coreybaur A7 Social is an important customer service tool during holidays - customers want to talk to you how they want / not how you want
Please join us every Thursday at 11am EDT for the #ETcafe chat!