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Customer Retention. Automated

A Cut Above with Personalized Replenishment

Posted by Enelda Butler on Mar 22, 2016 10:38:27 AM
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USCutter is an online retailer that began as a provider of high quality, yet low cost vinyl cutters. Over the years, they have expanded their product inventory to offer the largest selection of vinyl cutters in the industry, and a variety of complementary items like vinyl, software, and application tools to make signs, custom apparel, vehicle graphics, and more. 

With their email campaigns, USCutter employs a lifecycle marketing approach that includes welcome, first purchase, best customer, win-back, and automated replenishment messages.

 

Personalization is a large part of their email marketing strategy. USCutter’s Email Marketing Manager Jackie Delaney explains, “Right now we are trying to be more product specific in our messaging. We also want to understand the customer better to be able to really personalize the emails because people are more likely to open messages if the content is relevant to them.”

 

This personalization extends beyond the content of the messages, into the timing of the emails as well. USCutter uses automation to make sure that their customers are receiving appropriate messages for their stage in the purchase cycle.

 

Specifically, USCutter uses our Replenishment Automator to power their replenishment messages at just the right time in the product lifecycle. Replenishment is a powerful driver for repeat business, and can drive customer loyalty, retention, and consistent revenue. Using data to automate messages to their individual customers, retailers can know their customers’ needs before they do.

 

USCutter sends customers two replenishment messages: the first one week before the replenishment date, and the second on the day before the anticipated replenishment date.

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Replenishment has been a substantial revenue driver for USCutter. With Replenishment Automator messages, their revenue per email is $.46. This is significantly higher than the industry average of only $0.11 per email, as well as the revenue per email for their weekly newsletter which is $0.36.

 

According to Jackie Delaney, "Product replenishment is a critical component of our retention marketing strategy. And Windsor Circle’s Replenishment Automator has made fulfilling the ongoing needs of our customers easy. The ability to serve emails based on individual usage rates, versus those of the masses, is truly a game-changer."

 

To see more about their email marketing strategy, such as other email campaigns and results, download the USCutter Case Study: A Cut Above.

Topics: Customer Retention, Best Practices

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