Case Study: SilverTowne achieves 128% higher opens, 78% higher clicks and 17x ROI with Windsor Circle

How leading niche retailer of collectible coins & bullion, SilverTowne, uses data-driven lifecycle marketing to increase opens 128% & clicks 78%

SilverTowne, a leading U.S. numismatics dealer of collectible coins and bullion, faced a retention challenge: email marketing was largely batch-and-blast twice weekly with little automation, making it hard to engage a niche, highly specific customer base and drive repeat purchases. The team needed to pinpoint individual segments and deliver the right message at the right time to convert one-time buyers into loyal customers.

Using Windsor Circle’s data-driven lifecycle automation, SilverTowne deployed more than a dozen personalized campaigns—including a 5-part First Purchase series with a two-step pre win-back—leveraging dynamic product recommendations and smart content. The results: opens rose 128% (avg. open rate 50.7%), clicks rose 78% (avg. click rate 10.7%), automated emails drove 72.5% of non‑coupon automated revenue and delivered a 17x ROI, prompting expansion into a Second Purchase series to further grow customer lifetime value.

SilverTowne

Mark Blackford

Digital Marketing