Lesson 3: Best Practices - Part 1

Lesson 3: Best Practices - Part 1

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.

1. You need access to your customers' historical data and look at:

    • Unique customer purchasing behavior
    • Average customer usage
    • Specific product lifecycle for your replenishable products
    • Related products
    • Similar category items
    • Customer segments that fall into repeat purchasers
    • Products that need replenishment

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.

2. To make a basic campaign you can use these sets of rules:

Set 1:

  • Product is X or Product contains Y (note: you can also use SKUs)
  • Last Purchase Date is X (static date range) or Last Purchase Date is between Y and Z (static or rolling date range)


Set 2:

  • Product is X or Product contains Y (note: you can also use SKUs)
  • Number of days since last purchase is Z (static or rolling date range)


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.

See more about using tools to create predictive email cadences.


3. Timing is everything with Replenishment

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.

800Razors.com Case Study 

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:

  • Email 1: 3-5 days before reorder date
  • Email 2: day of the reorder date
  • Email 3: 14 days after reorder date

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.

5. Combine replenishable items with a relevant or seasonal product recommendation.

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.  

Replenishment Example Email

  • See B2B Examples here and see more on how to use replenishment campaigns combined with seasonal content in this holiday blog


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