CablesAndKits used predictive analytics and marketing automation provided by Windsor Circle to increase customer lifetime value (CLV) and average order value (AOV). They implemented segmented email campaigns and predictive win-back series. This led to a 23% increase in CLV and 27% increase in AOV for the average purchaser. The predictive win-back series generated 7 times more revenue with 50% higher open rates and 300% higher click rates compared to traditional win-back campaigns. Overall, CablesAndKits achieved a 14 times return on investment from implementing Windsor Circle's platform.
2. Speakers:
Jason Gazaway Jonathan Lessen Andrew Pearson
Marketing & Branding Manager,
CablesAndKits
Client Success Manager,
Windsor Circle
VP of Marketing,
Windsor Circle
6. Example Data Fields and Segments
Customer Fields
- First Order Date
- Purchase Last Order
- Predictive Order Date
- Coupon History
- Hot Combo
7. Example Data Fields and Segments
Customer Fields
- First Order Date
- Purchase Last Order
- Predictive Order Date
- Coupon History
- Hot Combo
Product Data
- Product Title
- Product Category
- Replenish Date
- Product Brand
- Product SKU
8. Example Data Fields and Segments
Customer Fields
- First Order Date
- Purchase Last Order
- Predictive Order Date
- Coupon History
- Hot Combo
Order Fields
- Order Time
- Ship Method
- Coupon Codes
- Discount Amount
- Ship Zip
Product Data
- Product Title
- Product Category
- Replenish Date
- Product Brand
- Product SKU
9. Example Data Fields and Segments
Customer Fields
- First Order Date
- Purchase Last Order
- Predictive Order Date
- Coupon History
- Hot Combo
Order Fields
- Order Time
- Ship Method
- Coupon Codes
- Discount Amount
- Ship Zip
Product Data
- Product Title
- Product Category
- Replenish Date
- Product Brand
- Product SKU
Key Segments
- Non Purchasers
- 1x & 2x Time Purchasers
- Best Customer
- Win Back
- Predictive Win Back
10. CablesAndKits’ Team
Jason Gazaway, Marketing &
Branding Manager
Chris McCoy, E-Commerce
Director
Shanyce Watkins, Marketing
Coordinator
Jeremy Sloan, Marketing
Graphic Designer
15. Non-Purchase Series
This 3-part Non Purchase Introduction Series
is triggered using the following criteria:
• Email 1 –
• Welcome
• 8 hours since introduction
16. Non-Purchase Series
This 3-part Non Purchase Introduction Series
is triggered using the following criteria:
• Email 1 –
• Welcome
• 8 hours since introduction
• Email 2 –
• Social Engagement
• 4 days after introduction
17. Non-Purchase Series
This 3-part Non Purchase Introduction Series
is triggered using the following criteria:
• Email 1 –
• Welcome
• 8 hours since introduction
• Email 2 –
• Social Engagement
• 4 days after introduction
• Email 3 –
• Value Add
• 6 days after introduction
20. First Purchase Series
This 2-part 1st Purchase Series is
triggered using the following criteria:
• Email 1 –
• Post purchase thank you
• 3 days after 1st purchase
21. First Purchase Series
This 2-part 1st Purchase Series is
triggered using the following criteria:
• Email 1 –
• Post purchase thank you
• 3 days after 1st purchase
• Email 2 –
• Brand awareness & social
engagement
• 10 days after 1st purchase
23. 2nd Purchase Series
This 3-part 2nd Purchase Series is triggered
using the following criteria:
• Email 1 –
• Service
• 3 days after 2nd purchase
24. 2nd Purchase Series
This 3-part 2nd Purchase Series is triggered
using the following criteria:
• Email 1 –
• Service
• 3 days after 2nd purchase
• Email 2 –
• Quality
• 9 days after 2nd purchase
25. 2nd Purchase Series
This 3-part 2nd Purchase Series is triggered
using the following criteria:
• Email 1 –
• Service
• 3 days after 2nd purchase
• Email 2 –
• Quality
• 9 days after 2nd purchase
• Email 3 –
• Availability
• 14 days after 2nd purchase
27. Win Back Campaign
This 3-part Win Back Campaign is triggered
using the following criteria:
• Email 1 –
• 120 days after most recent purchase
28. Win Back Campaign
This 3-part Win Back Campaign is triggered
using the following criteria:
• Email 1 –
• 120 days after most recent purchase
• Email 2 –
• 240 days after most recent purchase
29. Win Back Campaign
This 3-part Win Back Campaign is triggered
using the following criteria:
• Email 1 –
• 120 days after most recent purchase
• Email 2 –
• 240 days after most recent purchase
• Email 3 –
• 360 days after most recent purchase
30. Predictive Win Back Series
This 3-part Predictive Win-Back Series is
triggered using the following criteria:
• Email 1 –
• 45 days after predicted order date
31. Predictive Win Back Series
This 3-part Predictive Win-Back Series is
triggered using the following criteria:
• Email 1 –
• 45 days after predicted order date
• Email 2 –
• 90 days after predicted order date
32. Predictive Win Back Series
This 3-part Predictive Win-Back Series is
triggered using the following criteria:
• Email 1 –
• 45 days after predicted order date
• Email 2 –
• 90 days after predicted order date
• Email 3 –
• 120 days after predicted order date
33. Emails Sent by Win Back Series’
Comparing the Win Back Series’
The Win Back
Campaign targeted
for 1x and 2x
purchasers sent
more than 3x the
amount of emails to
its respective,
segmented list than
did the Predictive
Win Back Series
34. Comparing the Win Back Series’
Emails Sent by Win Back Series’
Revenue Generated by Win Back Series’
35. Revenue Generated by Win Back Series’
Comparing the Win Back Series’
The Predictive Win
Back Series
generated almost 7x
more revenue since
implementation
CablesAndKits
generates 88% of their
revenue from repeat
customers
36. Open and Click Rates by Win Back Series’
Comparing the Win Back Series’
The Predictive Win
Back Series is
experiencing
approximately 50%
higher open rates
with 3x the click
rates
39. Baseline Metrics
Win Back
Segment
Non Purchase
Segment
First Purchase
Segment
Second Purchase
Segment
Best Customer
Segment
Average Promotional:
Open: 9.0% Click: .66%
42. AOV for the
average
purchaser
increased 27%
We hypothesize AOV to
increase over time because
repeat customers trust your
brand more, spend more as
they get comfortable with you,
and discover more of your
inventory that they are
interested in
Median Average AOV by Number of Purchases
Average Order Value
43. Customer Lifetime Value
CLV for the
average
purchaser
increased 23%
Median Average CLV by Number of Purchases
44. Customer Lifetime Value
CLV for the
average
purchaser
increased 23%
Median Average CLV by Number of Purchases
CLV helps predict the future
worth of a certain customer
based on number of
purchases. CablesAndKits’
data demonstrates the high
need for retention, as repeat
purchasers bring about a
larger value, or portion of
revenue, that cannot be
forgone
48. Content Divider Page 1
Brief description of content division
Windsor Circle:
1-877-848-4113
sales@windsorcircle.com
WindsorCircle.com
CablesAndKits:
1-888-550-5619
CablesAndKits.com
Resources:
• Download the CablesAndKits case study:
• www.WindsorCircle.com/CablesAndKits
• Sign up for the CablesAndKits email list to stay in
touch with all future sales, promotions, and new
product launches
We will send a link to the recording and the slideshare after the webinar.