In Lesson 2, you received an overview on how purchase data automation and purchase history play a role in creating replenishment campaigns. In Lessons 3 & 4 we will focus on arming you with a defined list of 10 best practices and steps for each.
Whether you are a high-end B2C retailer or a B2B retailer, there is almost always a way to increase revenue and orders with replenishment campaigns.
Here are some best practices to use when building your replenishment campaigns.
Don’t like data analysis? It’s ok. There are software tools out there like our Replenishment Automator that find this all for you and set up your replenishment programs without you having to dig through your customer data.
The variables for rule 2 (in both Set 1 and Set 2) should be based on the average product usage rates. It's important to note that Windsor Circle pulls data on each individual customer's buying habits to create a unique timing for each customer. If a customer has purchased from you more than 3 times, they will receive replenishment reminders based on their product order history; however, if a customer has purchased from you less than 3 times, the email will be triggered off the aggregate replenishment date based on all customers who have purchased that product.
Make sure to use all data points in the first best practice to determine timing and cadence of your replenishment emails. It is important that you send your emails BEFORE the product will run out.
See the below case study to learn how 800Razors.com used timed product replenishment campaigns to drive repeat buyers here.
4. Don't give up on your first send!
It’s easy to think that if a customer does not engage with your ﬁrst reminder email, that they are a lost cause. However, it’s always a good idea to send 2-3 emails over a period of time. We recommend:
Consumers receive a large number of emails on a daily basis, so it’s easy for one email to get lost in the crowd. Sending an email that is relevant and timely will help you stand out.
This guide will give an outline creating an email cadence. If you use MailChimp, it will guide you through each step. Download it here.
Replenishment emails usually have a high open and engagement rates. Use this opportunity to showcase seasonal items or recommended products, like CleanWell and CoffeeForLess.com did in the below emails.