Caraway is a premium cookware brand known for its non-toxic ceramic-coated cookware and thoughtfully designed kitchen essentials. With a higher average order value and a longer purchase cycle than many direct-to-consumer brands, Caraway relies on lifecycle marketing to support customer consideration and drive long-term revenue.

$2.1M

Tie-attributed revenue

34x

ROI from Tie

20%

Fewer emails sent

Reaching customers across a longer buying journey

Caraway's longer purchase cycle means that shoppers don't always convert during their first visit or within traditional engagement windows. Some customers return months or even years later when they’re ready to make another purchase. This makes it important for the team to understand where each shopper is in their journey.

The team wanted to make retention messaging more relevant without relying on higher email volume. They needed a better understanding of customer intent and behavior to reach shoppers at the right time and avoid sending messages that didn't reflect their needs.

Caraway wanted to build customer relationships around relevance rather than frequency.

“We never want to be a brand that's bugging the customer three times a day with emails.”

Using customer intent to drive incremental revenue

Caraway used Tie's identity and intent signals to better understand customer behavior and align retention messaging with where shoppers were in their purchase journey. The team used this intelligence to focus on customers more likely to engage and make their messaging more relevant.

As part of this, the team also tested Tie Predict to measure its impact on email performance. The test showed that Caraway could maintain the same revenue while sending 20% fewer emails, allowing the team to reduce unnecessary sends without sacrificing results.

“The more that you can get into their mind and their life and their buying behavior, the more you can tailor the messaging to them.”

$2.1M in attributed revenue and 34x ROI

In six months, Caraway generated $2.1 million in Tie-attributed revenue and a 34x ROI.

By combining identity with the intent scores from Tie Predict, Caraway was able to send better-timed messages that were relevant to each customer’s stage in the shopper lifecycle, while reducing overall email volume.

Often, reducing send volume to improve efficiency means sacrificing some revenue. With Tie, Caraway was able to increase both efficiency and revenue simultaneously.

Drive more revenue by understanding customer intent

Caraway's results show how understanding customer intent can help brands make retention more relevant and efficient. Tie helps brands identify shoppers, understand their intent, and deliver relevant messaging based on where customers are in their buying journey.

Want to turn customer intent into measurable revenue and drive retention?

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The goal isn’t to send more emails. It’s to send the right message to the right customer at the right point in their journey. If we can drive the same revenue with fewer sends, that’s a win for both the customer and the business.