case study + DESIGNING A SHOW STOPPING MARKETING CAMPAIGN How NewYorkDress Uses Facebook & Instagram to Acquire New & Retain Old Customers
using social to augment marketing campaigns NewYorkDress is an ecommerce retailer of high-end evening, prom, and special occasion dresses located in New York City. Since its establishment in 2007, NewYorkDress has striven to innovate the global evening wear market through selection, technology, and customer experience. PAGE 1
omnichannel campaigns CREATING AN OMNICHANNEL EXPERIENCE NewYorkDress came to Windsor Circle with a specific revenue goal per month for the email channel. During their first months with Windsor Circle, NewYorkDress focused on key automated campaigns, such as cart recovery, best customer, predicted winback, and more. We tested multiple versions of cart abandonment and automators until we hit the holy grail, explained Jonah Levine, Product & Merchandising Manager, NewYorkDress. Our most recent iteration of automators seems to be working best for us - we ve definitely been exceeding our goals. In fact, NewYorkDress has seen a 34% lift in revenue from these campaigns over the last six months. Feeling confident in their automated campaign setup, Jonah turned his attention to creating the same success for their promotional emails. This case study takes a look at how NewYorkDress implemented a social campaign to augment their existing promotional email schedule, effectively acquiring new customers and retaining old ones. MEASURING SUCCESS WHAT IS REVENUE LIFT? Revenue lift measures the difference between the amount of revenue you would have made without our solution and the amount made by employing Windsor Circle - allowing retailers & brands to understand the true impact. Using randomized control trials (RCTs), also known as split testing, Windsor Circle data scientists estimate revenue lift and associated 95% condifidence intervals on a campaign by campaign basis and overall. Overall, the campaign this case study focuses on doubled their email revenue per send goal in two days and grew NewYorkDress s retargeting list substantially - with 60% of new sessions from Facebook and Instagram alone. PAGE 2
the campaign 01. Summer Wedding Campaign Focusing on improving their promotional campaigns, NewYorkDress used their Summer Wedding Campaign to test supplementing an email campaign with social ads. Step 1: Email Acquisition & Cleansing In Q1 we really focused on email acquisition and list cleansing, explained Levine. We were sending 1-2 promotional campaigns a month, looking at who was and wasn t engaging with the content, and siphoning out emails that weren t working for us. NewYorkDress spent time creating a more robust list, so they could: 01. Enroll more people in automated campaigns 02. Target more people with cart recovery 03. Send their newsletter to more people 04. Create a larger retargeting list 05. Create additional lists through Facebook for targeting and lookalike campaigns Step 2: Campaign Creation Because we spent a lot of time testing our list, when it came time to do this particular send, we knew the list was working really well, Levine said. NewYorkDress worked with Windsor Circle's Professional Services team to design the email and social ads. Jonah Levine shared inspiring editorial imagery with our team and worked with Windsor Circle to capture NewYorkDress s brand. Using product data, NewYorkDress selected top performing products from the wedding category to showcase in this particular promotion. 19.1% Open Rate 2.8% Click Rate 2x Revenue Per Send Goal in 2 Days PAGE 3
facebook & instagram 02. Social Strategy Prior to this campaign, NewYorkDress hadn t supported any promotional emails with additional marketing. While NewYorkDress had a social presence and was actively advertising on Facebook, this was their first foray into supplementing email efforts with social advertising. 01. Lookalike Audiences NewYorkDress created a lookalike audience from the highly engaged list that received the email promotion. I also created lookalike audiences from a few Windsor Circle segments, including biggest ticket, highest spender, best customer, 2x buyers, and 3x buyers, explained Levine. 02. Custom Audiences NewYorkDress used a handful of high-value segments, created in Windsor Circle, to power ads to custom audiences. This included biggest tickets, highest spenders, best customers, 2x buyers, and 3x buyers. For both lookalike and custom audiences, NewYorkDress leveraged Facebook s native data to target females in the US and Gulf Countries. They further honed in on their target customer using age, income level and certain interests. Our average order value in the US is over $300, explained Levine. This type of marketing isn t going to sit around for a long time, so we wanted to create a relatively easy point of entry, allowing a more instantaneous ability to purchase. FACEBOOK INSTAGRAM At the beginning of the year I set an email goal of 5% of the total revenue per month and we were hitting that mark. Adding Facebook & Instagram pushed this campaign further, doubling our goal per send in two days. PAGE 4
data that drives results 03. DATA THAT DRIVES RESULTS By adding a Facebook & Instagram ad campaign to their existing promotional email campaign, NewYorkDress was able to double their revenue goal in 2 days, increase the number of visits to their site, and grow their retargeting list. They leveraged product and purchase data in their ads to increase relevancy on Facebook and create a more efficient advertising channel. 2x Revenue Per Send Goal - Across All Channels 60% New Sessions from Facebook & Instagram 870 Add to Carts in 3 Days We had transactions from social and email, but the thing I was most excited about were the add to carts from social. We had ~870 add to carts in 3 days (while spending $20 per day) substantially growing our retargeting list. We were also able to bring a bunch of new people to the website, with 60% of our new sessions from Facebook & Instagram. PAGE 6
roi and retention results ROI & RETENTION RESULTS Windsor Circle clients are driving more revenue, increasing engagement, and retaining more customers with data-driven lifecycle marketing. The results speak for themselves: clients see a 20%+ lift in revenue from treated customers. 20%+ LIFT IN REVENUE back in the habit automated product replenishment a targeted approach $13k in 10 days from Facebook advertising a part of the family petn Go increases repeat buyers nearly 50%. WHERE OTHERS MAKE CLAIMS, WE PRESENT THE FACTS. READ ABOUT THE REAL RESULTS OUR CLIENTS ARE PROUDLY AND PUBLICLY STATING, DRIVEN BY WINDSOR CIRCLE. windsorcircle.com/results PAGE 7
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