DESIGNED TO ENGAGE: How the redesign of TeeTurtle s automated s and lifecycle marketing strategy increased engagement 146%

Transcription

1 DESIGNED TO ENGAGE: How the redesign of TeeTurtle s automated s and lifecycle marketing strategy increased engagement 146%

2 About TeeTurtle Founded in 2012, TeeTurtle is an online apparel retailer that specializes in humorous, pop culture-themed t-shirts. After just a year of tremendous growth, TeeTurtle established a partnership with Windsor Circle with the goal of optimizing automated s to increase customer retention, engagement and revenue. The Problem (SELECT TEETURTLE DESIGNS) In July 2014, TeeTurtle evaluated the efficacy of their current Welcome and First Purchase series. TeeTurtle founder and CEO Ramy Badie explained, Open rates were pretty good on the [old] autoresponders, but engagement was minimal. With the first purchase , around 50 people a month were actually using the coupon. People were opening and looking at the , but it wasn t driving engagement or leading customers to the right content. When Chuck, our director of marketing, came on in June, our first priority was a redesign. Additionally, TeeTurtle planned to completely overhaul their automated stream and create an evidence-based lifecycle marketing program using data provided by Windsor Circle. This case study focuses on TeeTurtle s Welcome and First Purchase series redesign, as well as the strategy behind their sales nurturing automated plan, Turtle SNAP. WINDSOR CIRCLE S 9 PILLARS OF AUTOMATION RETENTION 1. Know Your Customers 2. Get Connected: Permission to Retain 3. Thank Your Customers 4. Amaze Your Best Customers 5. Help Your Customers Enjoy More 6. Save Your Churning Customers 7. Create Evangelists 8. Listen to Your Customers 9. Acquire Retainable Customers 2

3 Turtle SNAP New Director of Marketing Chuck Pack s first task at TeeTurtle was the creation of Turtle SNAP, or Sales Nurturing Autoresponder Program. According to Pack, There were two goals behind the creation of this program, the first was to make an us centric way of talking about our marketing program so people in the company would remember and embrace it. The second goal was to decrease the amount of time between each customer s purchases while increasing the number of purchases made overall. Our customers have a high lifetime value; however, there was an average of about 80 days between purchases, so we needed to find ways to target people more relevantly in a shorter time frame. TeeTurtle founder and CEO, Ramy Badie added, When creating this program, we set up the timing of these s to target each bucket of customers we have some percentage of customers who purchase within 10 days and some in 30 days with the goal of moving customers to an earlier bucket. Now with SNAP engaged, a large percentage of customers are moving into the bucket of 3+ purchases. The next step is figuring out how to effectively target 3+ purchasers using predictive data from Windsor Circle since they make up a substantial percentage of our revenue. After SNAP In the 3 months immediately following the implementation of SNAP, TeeTurtle has seen their best customer segment double and the number of churning customers decrease by 90%.* Best Customer Segment Size Before SNAP High-value Customers Churned* Before SNAP 50% increase Three months after SNAP Three months after SNAP 90% decrease *The churning customer segment is made up of high value customers who are in danger of churning. This segment is different than net churn, which is calculated as the total number of customers who churn regardless of value. 3

4 Redesigning s: Welcome Your Customers When a user signs up for TeeTurtle s newsletter, they receive an automated Welcome the very next day. Both the original subscriber and the new subscriber encourage users to make a purchase by including a coupon code and feature images of popular designs. The updated Welcome contains additional clickable items, like links to specific collections of products and to social media sites. Old Welcome SUBJECT LINE: Here s your chance to be the coolest kid on the block! Redesigned Welcome SUBJECT LINE: We want to tell you something! With the redesigned welcome , open rates have increased 13% and click rates have doubled. After comparing the 3 months immediately before and after the implementation, TeeTurtle found the new design has generated 12 times the revenue of the old welcome . Click Rate Before Redesign Revenue Generated from Before Redesign 50% increase 1200% increase Three months after Redesign Three months after Redesign 4

5 Redesigning s: Thank Your Customers First-time customers receive an automated thank you five days after they place their order. The original First Purchase thanked customers for their order and offered a 10% off coupon as incentive to purchase again. The redesigned Post Purchase also thanks the customer, but offers a different incentive: free wallpapers. Originally, this was supposed to be another 10% off coupon but when we looked at the data, we found only a small number of customers were actually using the coupon within its timeframe, so most were just expiring anyways. We tried to find a different way to add value for our customers. Additionally, we ve set this up for personalization: any replies go straight to my inbox, comments CEO Ramy Badie. Old First Purchase Redesigned First Purchase SUBJECT LINE: A little Thank You gift from TeeTurtle! SUBJECT LINE: A little Thank You gift from TeeTurtle! Open rate: 56.4% Click rate: 8.2% Open rate: 62% Click rate: 29.5% With the redesigned First Purchase thank you , click rates have sky-rocketed from 8.2% to 29.5%, a 259% increase in clicks. Additionally, with each wallpaper download, TeeTurtle is equipping loyal brand ambassadors with branded content that s stored in places they see every single day: their phones and computers. 5

6 Redesigning s: Connect with Your Customers Another facet of TeeTurtle s Welcome and First Purchase automated series is the social connect . Originally two distinct s, one encouraging customers to share their purchase via social media for a chance to win a free shirt and one emphasizing the benefits of following TeeTurtle via social media, the content from the previous social media-oriented has been condensed into one package. The redesigned social connect uses images to demonstrate the ways TeeTurtle likes to interact with customers through social media, with photos of contest winners, Facebook-exclusive sale announcements and funny tweets. Old First Purchase Social Connect SUBJECT LINE: Share and Win FREE SHIRTS! Redesigned Social Connect SUBJECT LINE: TONS of fun and free shirts! Open Rate Before Redesign Click Rate Before Redesign 14% increase 22% increase After Redesign After Redesign 6

7 Data Drives Results TeeTurtle has seen an 18% increase in opens and a 146% increase in clicks due to the revamp of their Welcome Series and Post Purchase Thank You campaigns. With the implementation of Turtle SNAP, TeeTurtle has seen their best customer segment double and the number of churning customers decrease 90% in a three month period. 50% 48.6% 40% 30% 40.9% Original Campaign Redesigned Campaign 20% 16% 10% 6.5% 0% Open Rate Click Rate 25% 20% 27.0% 3 Months Prior 3 Months After 15% 13.0% 10% 10% 5% 0% Best Customer Segment 1% Churning Customer Segment To learn more, contact us at: windsorcircle.com/results sales@windsorcircle.com

8 DATA SHEET Keep your customers coming back for more. If you re not engaging consumers at every stage of their lifecycle in a relevant, personalized way, then you re losing valuable revenue from customers you already have! That s where we can help. Windsor Circle grows your overall customer value through predictive lifecycle and retention marketing. Simply put, we help you know, grow, and keep your customers. Our integration connects your ecommerce platform to your ESP, within 5 business days, to help you: 15 % CART RECOVERY rate AVERAGE 10x RETURN on INVESTMENT* 17 % + LIFT in RETENTION RATES* Maximize customer value, retention and loyalty with automated campaigns Automate product replenishment programs based on individual consumption patterns Combat browse abandonment with behavioral marketing campaigns Regain lost revenue by capturing cart abandoners Build advanced customer segments Analyze customer, product and order data Generate revenue within 30 days Windsor Circle is a team of data scientists and digital marketers with deep ecommerce expertise, hundreds of global clients, and scores of public success stories. To try Windsor Circle for free for 60 days, visit WindsorCircle.com/60DayTrial. *Average results 12 months after start date. sales@windsorcircle.com windsorcircle.com