Retention, Perfectly Brewed
How CoffeeForLess Made
More than $500k
in 6 Months
www.windsorcircle.com/results
CoffeeForLess, an IR500 retailer, uses Windsor Circle to help build brand awareness and loyalty through automated lifecycle marketing, with the goal of getting more customers to make a third purchase, a critical retention metric.
CoffeeForLess made more than $500k in 6 months from data-driven lifecycle marketing powered by Windsor Circle. These emails had 66% higher open rates and 125% higher click rates (results on page 5) compared to their average rates for the same time period.
CoffeeForLess was founded by Jack and Lynn Kirshner 25 years ago as Coffee Serve. Inc in Philadelphia, PA, and is a top seller of brand name coffees and teas. Elite SEM, a marketing agency, manages CoffeeForLess’ email marketing.
CoffeeForLess is an IR 500 company (#495) with $19 million in web sales in 2012, according to Internet Retailer.
www.cofffeeforless.com
W i n d s o r C i r c l e ’s R e t e n t i o n Automation Platform helps online retailers keep more customers through data-driven, personalized & automated retention programs.
www.windsorcircle.com
Elite SEM manages digital marketing for CoffeeForLess, in addition to powering Search Engine Marketing campaigns for other corporations, Fortune 1000 brands and entrepreneurial businesses.
www.elitesem.com
Getting More
from Existing Customers
CoffeeForLess leveraged Windsor Circle’s
9 Pillars of Retention Automation for an ROI of
more than 25x, making more than $500k in 6
months:
Win-back campaigns
Over $200,000
Replenishments emails
Over $150,000
Best customer emails
Over $200,000
$500k+
Total 6 month revenue
Windsor Circle
’
s 9 Pillars of Retention Automation
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
Joe – Win him back!
Sally – Replenish & Reward!
How Data Can Drive Personalized Lifecycle Marke9ng
CEO welcome email
Replenishment email (based on median date for product)
Best customer email (sent after trigger)
1st product specific email
Replenishment re-mail
Replenishment email (based on predicted order date for Sally) Days
40
47
49
0
1
15
1st purchase$22 - tea, $35 – single cup coffee
5
Post purchase thank you2nd purchase
$20 - tea, $75 – single cup coffee
90
3$125 - single cup coffee rd purchase135
140
215
4th purchase
$250 – single cup coffee
CEO welcome email
1st product specific email
Receives product specific re-mail
Win-back email 1 Win-back email 2 Win-back email 3
0
1
5
15
90
100
120
135
Post purchase thank you
17
1st purchase $5 - filters, $15 - coffee DaysNo purchases
2nd purchase $50 - coffeeThank Help Buy More Win Back Reward
Old School Marketing: A 1
stTime Buyer’s Path
Customer makes 1st purchase Receives a welcome email Receives mass-marketing emails Never makes a 2nd
Help Customers Buy More
The goal of any good marketing campaign is to make the buying process as easy as possible for your customers. CoffeeForLess optimizes their customer experience with 1st time product
purchase emails and replenishment campaigns.
1) 1
stTime Product Purchase
Emails
Product specific emails are a great way to engage your customers and make it easier for them to purchase the products they need. CoffeefForLess sends 3 different automated emails to customers who have made their 1st
purchase of one of 3 popular product categories: Keurig, Coffee People, and decaf sing cup coffee. These emails are “re-mailed” with a different subject line 2 days later if the original has not been opened.
This is a smart image. Using Windsor Circle data your email can pull in a different image for each customer based on their previous orders.
2)
Replenishment Campaigns
Once a customer has purchased from you 2 or more times, Windsor Circle can analyze the data and send emails based on their individual predicted re-order date. CoffeeForLess created a replenishment campaign for their repeat customers using these predictive dates, imported and updated within their email software by Windsor Circle.
$150k+
Total 6 month revenue
Keeping Customers from
Disappearing
CoffeeForLess created 3 emails to be sent 90 days, 100 days and 120 days after the most recent order date. Windsor Circle’s data analysis enabled CoffeeForLess to time these win back emails based on customer-specific predictive dates for those who had made 3 or more purchases.
• Win back campaigns, at 90, 100, 120 days,
for customers with 2 or less purchases
• Win back campaigns, using predicted individual win-back dates, for customers with 3 or more purchases.
$200k+
Total 6 month revenue
Rewarding Your Best
$200k+
Total 6 month revenue
Using Windsor Circle’s custom segments,, CoffeeForLess automatically identifies and rewards best customers when they match the following criteria:
• Has not purchased in 75 days • Has placed 3 or more orders • Has spent more than $500
This email is re-email to customers two days afterwards, if the original email has not been opened. This automated Best Customer campaign generated over $200,000 in revenue in just 6 months.
Windsor Circle’s data-driven lifecycle emails generated 66% higher open rates and125% higher
click rates than all other emails during the same 6 month period. The chart below shows open and click
rates for Windsor Circle campaigns in orange and for other CoffeeForLess emails in blue and red.
www.windsorcircle.com/results
www.windsorcircle.com/zachsfund
In Memoriam – Zachary Ciperski
This case study would not have been possible without the help of Zachary Ciperski, the Director of Search Engine Optimization at Elite SEM. As part of Zach’s renowned marketing ability and foresight, CoffeeForLess, a client of Elite SEM, was introduced to Windsor Circle. Zach was well traveled and lived a full, spiritual life. He was a warm and loving friend, colleague, and husband. His exceptional acumen for marketing established him as an authority and expert in the field. His success allowed him to be benevolent to many organizations and he offered his help to countless charities.
Zach passed away on Sunday, January 26, 2014 surrounded by loved ones. Zach’s passion for life and generous spirit will be missed, but his legacy will live on through Zach’s Fund.
To honor Zach Ciperski, a fund has been set up to donate money to the charities picked by Zach and his family, including The Kidney and Urology Foundation, ArtsForAll, and Fabretto.
Please visit www.windsorcircle.com/zachsfund for more information.
Donate to Zach’s Fund
Zachary R. Ciperski
1/26/2014
Retention Marketing Automation Platform
Get More from Your
Existing Customers
Windsor Circle
’
s Retention Automation
Platform: Connect any eCommerce Platform to
your Email Marketing Software
And addi;onal
data sources
Learn more about Windsor Circle’s Reten9on Automa9on PlaForm and Integra9ons: windsorcircle.com/connect
Data updated con9nuously into custom fields or rela9onal tables in your email soKware
