Case Study: SpanglerCandy.com achieves record online revenue with Windsor Circle's data-driven email marketing

How Spangler Candy made their Highest Day of Online Sales Ever with Data-Driven Email Marketing

Spangler Candy, the 107‑year‑old maker of Dum Dums with an active eCommerce business since 1998, wanted to drive more revenue from existing customers instead of spending to acquire new ones. Their challenge was limited purchase-history data in their email system and a reliance on batch-and-blast messages, which made it hard to target lapsed buyers, welcome new customers, or reward loyal purchasers effectively.

Windsor Circle integrated, cleansed, and imported Spangler’s customer and purchase-history data into Salesforce Marketing Cloud and built segmented, automated programs—Win Back, New Customer Thank You, welcome flows, and loyalty triggers. The data-driven emails produced Spangler’s single highest day of online revenue (Sept 16, 2013) with a 2.38x lift over average weekday sales; automated retention emails drove 66% more opens and 45% more clicks, the Win Back email hit a 30.1% open rate/9.1% CTR, and the New Customer thank-you saw a 45.4% open rate and 7.9% CTR.

SpanglerCandy.com

Jim Knight

VP Marketing & eCommerce