Bring Churning Customers Back

With a Tiered Win-Back Series

Everyones got them: customers who made a
purchase but haven't returned. They might have
made 1 purchase or several purchases in the past,
but you havent seen them for a few months, half a
year, or nearly a year. Lots of retailers might give up
and remove customers like these from their lists, but
we say: hold on!

Acquiring a new customer can
cost the retailer 4.8 times more
than keeping an old customer.

So how does a retailer bring lost customers back?
We suggest a longer term approach. Create a series
of win-back campaigns that are segmented for at
least 3 different customer groups: customers who
have last purchased 3 months ago, 6 months ago,
and 9 months ago.

Segmenting these lists in MailChimp offers retailers
an often overlooked but demonstrably powerful way
to re-engage nearly-lost customer bases.

Next, set up a series of autoresponder emails with
time slots that match the last purchase and send
them out over the course of months. With each
email, use a more emphatic subject line and offer a
stronger incentive, i.e. start with a subject line like
We miss you and a simple 10% offer, then up the
ante with a message like, Was it something we
said?" and offer another (we recommend larger)
discount. For your last segment, give customers
another chance to re-engage with the brand. Remind
them about your great return policy, your customer
satisfaction policy, something unique about your
brand and/or offer suggested, related products in
your email.

After all, these customers believed in your brand
enough to purchase from you at least once.
Capitalize on that piece of your relationship and
steadily remind them of the value of your brand over
time with win-back emails

Windsor Circle provides the data integrations and
services that a growing number of retailers and
ecommerce businesses rely on to power their
welcome campaigns. We do so by connecting a
merchants Ecommerce platform (eg, Magento) to
their MailChimp email marketing account.

In this Win-Back MailChimp Playbook, well
show you
A successful win back campaign case study
How to set up a win back campaign, and
Best practices and examples
!so you can rock the win back!
Case Study: Kidsen
Regaining Brand Loyalty
With High Open Rates &
Click-Through Rates

Kidsen is a boutique, online store that also has
a brick and mortar presence in London. Kidsen
offers a unique range of Scandinavian brands.

We tiered our subject lines for 3 different sets
of previous purchasers. For recipients who had
not purchased after 3 months, the first subject
line was softer and paired with an offer: "We
Miss You! Come Back and See Us for 10%
Off." For recipients who had not purchased
after 6 months, the subject line was a little
more direct: "Are We Still Welcome in Your
Inbox?" And, finally for recipients who had not
purchased after 9 months, the subject line was
very direct and pointed: "Was It Something We
Said?"

The results were astounding: open rates for all
3 win-back emails were north of 41.6% and
click-through rates averaged around 12%,
8.7% above the industry average.

Kidsen is an example of a brand that was ready
to do more, and MailChimp was the perfect
conduit for Windsor Circle to craft simple, direct
emails that were well segmented. Kidsen's win-
bac k emai l s pr ov e t hat wel l - made
autoresponders can act as doors to, not
roadblocks, a brand's fledgling audience.
Results:
Open Rate: 45.0%
Click Rate: 13.6%
Create a Tiered Win-Back Email Series
A customer has visited your website, believed in your
brand enough to make a purchase, and made a
purchase at some point, but hasnt returned to your
site in quite some time. You'll want to encourage these
customers to come back to your site and rekindle trust
in your brand.

Once you've captured the customers last purchase
date in MailChimp, create a segment in MailChimp
based on this date. Remind this customer base of
your brand with a message like, We miss you" and
offer a discount.

We recommend a set of 3 emails to win back latent
purchasers. We segment these customers into 3 main
buckets: 1 - by last purchase made in 3 months, 2 -
last purchase made in 6 months and 3 - last purchase
made in 9 months. The first step is to login to your
MailChimp account and select Autoresponders in the
menu to the left.
Win-Back Emails: Tiered Segments
A basic Win-Back series requires no segmentation. The triggering on the most recent purchase date is all
that is needed. So, you can simply send emails to the entire list. Be sure to select the list that contains
your purchase history information so you can trigger off the most recent purchase date in the next step.


Alternately, you could segment your Win-Back series based on Customer Lifetime Value (CLV). Perhaps
you want to send a different win-back offer to customers who have spent a lot of money with you than to
those who havent. In that case, create a new segment. If you are a Windsor Circle customer, you can
use the WC_Monetary_Actual value to segment your customers by CLV. In the example below, you can
see that this win-back is going to customers who have spent more than $2,000 in their lifetime.



The trigger should be set to
the Ecommerce 360 event:
"Any purchase recorded," as
you will want to engage
customers based on the
length of time it has been
since their last purchase.

We see clients running these
campaigns anywhere from 6
week s t o 12 mont hs ,
depending on the products
t h e y o f f e r a n d t h e i r
cust omer s pur chasi ng
lifecycles.

For a multi-email win back
ser i es, we r ecommend
following the initial email with
two additional emails using
an i ncreasi ng sense of
urgency (i.e. subject line that
increase in intensity: We
Miss You!; Are you okay?;
Is this the end?).

Win-Back Emails:
Autoresponder Configuration
If you want to be even more targeted, you might consider
creating separate win-back campaigns for your best
customers, whom you really don't want to lose! Use
segmentation to do this by looking for customers who have
spent a lot ("Spent - Total") and purchased more than 3
times ("WC_Frequency_Actual"). Windsor Circle clients also
use the latency scores in their Retention Analytic Suite to
ensure that the timing of their campaigns is appropriate.
Win-Back Emails: Setup
Name the campaign something that will help you identify what this campaign is about. If its a
part of a series, its useful to put which number in the series this email represents. For instance, if
you do a 3-email Win Back series and this is the 2
nd
email put a -2 at the end of the name.

These are customers that you might be about to lose. You need to catch their attention and let
them know you miss them. Here are 3 subject lines that work well:
Was It Something We Said?
Are We Still Welcome in Your Inbox?
Is This Goodbye?

If you require first name as part of the newsletter sign-up process, then by all means personalize
the To field.

Use MailChimps Tracking tools to monitor and optimize this email. We suggest creating Google
Analytics tracking codes that are in the same format as your subject line.
Anatomy of a Win-Back Email
Show compelling brand-
representative image paired with
a brand-relevant headline
Have a clickable menu near the
top of the email
Display clear body copy letting
them know you miss them
Offer a discount within the body
copy that is emphasized with
bold text
Show clickable images of
products and/or photos relevant
to your product that compel the
customer to click through
Provide a clear call to action
button, preferably high up on the
email when possible
Use a personal signature
Include social icon links
Show contact and opt-out
information
Win-Back Emails: Plain Text
You can copy over the text from
your HTML email here and then
edit it to make it look attractive
for customers who only see the
text. Be sure to include the URL
to your website and any landing
page to which you might be
driving them.
When youre ready to turn on your autoresponder, click the Confirm section, review all the settings,
and click Start Autoresponder at the bottom.

Note: If you Edit your Autoresponder, it will pause the email. Youll need to click Start
Autoresponder again to reactivate it.
Win-Back Emails: Confirmation
Win-Back Email: Examples
45.0% Opens
13.6% Clicks
46.2% Opens
11.8% Clicks
41.6% Opens
10.7% Clicks
We wrote our copy to speak to an audience who fit the mold of "fun,
interested in minimalist design, and ready to re-engage with the
brand."
Win-Back Email: Examples (Continued)
31% Opens
8% Clicks
Win-Back Email: Examples (Continued)
58% Opens
20% Clicks
52% Opens
12% Clicks
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1o learn more abouL Wlndsor Clrcle's 8eLenuon Markeung
AuLomauon lauorm and how Lo keep your cusLomers

vlslL www.wlndsorclrcle.com
Lmall sales[wlndsorclrcle.com
Call 1 (877) 848-4113