Case Study: Sailrite achieves 10x ROI and higher engagement with Windsor Circle

How Sailrite leveraged customer segmentation for increased engagement

Sailrite is a family-owned supplier of fabrics, tools and kits that started serving amateur sailmakers and has grown into a 6,000–7,000 SKU retailer for a broad DIY audience. That product breadth and diverse customer base (sailors, craftsmen, domestic and international buyers, wholesale and retail) made it difficult to send the right message at the right time and risked creating feast-or-famine buying patterns from blanket storewide promotions.

By using Windsor Circle’s Custom Segment Builder, Sailrite deployed targeted lifecycle programs: a five-message post-purchase series (project guides and replenishment emails with dynamic recommendations), segmented win-back flows for domestic vs. international customers, and product-specific promotional segments. The campaigns drove much higher engagement—post-purchase emails averaged ~45% open / 11% click rates, lifecycle campaigns averaged ~43% open / 10% click (about 112% higher opens and 220% higher clicks vs. regular promos)—and contributed to the strong ROI and retention lifts Windsor Circle clients typically see (roughly 10x ROI and 12%+ retention lift within 12 months).

Sailrite

Chris Manduka

Marketing Manager