Wine Awesomeness case study

From One-time Purchases To Memberships And Raving Reviews

Wine Awesomeness is a brand that brings wine to the people and proves that good wine isn’t just for aristocrats and PhDs. Called “a thoroughly modern wine club” by Bazaar, Wine Awesomeness is a place to get the best wine online, for a good price, delivered to your door.

Wine Awesomeness were looking to automate as many aspects of the customer journey as possible, from increasing the repurchase rate, to nurturing membership customers, to automating a way to get reviews from customers.

Email marketing seemed like the best option as it offers all the right functionality for what Wine Awesomeness were trying to achieve.

Wine Awesomeness wanted someone who had expertise with Klaviyo, as they’ve used other ESPs but wanted to use something with a bit more “power”.

Because they code almost everything on their backend and use a customized eCommerce setup through Magento, Wine Awesomeness also needed someone that could work with a specialized setup.

Thanks to the years of experience working exclusively with Klaviyo and our willingness to go above and beyond to meet our client’s needs, Wine Awesomeness saw us as the perfect partner to help them strategize and implement their email marketing.

Wine Awesomeness offer two ways to shop for wine – by buying separate bottles (retail) or their 3-bottle or 6-bottle memberships. As memberships are more profitable, Wine Awesomeness were hoping to strengthen the relationship with their customers and nurture them to become members.

Email is the perfect channel for that as it allows you to address every single person on your list in a special way – thanks to the behavior-based segmentation. When your customer takes an action on your website, that places them in a certain segment and triggers an automation with a message meant specifically for them. That way, your customer always receives relevant emails, which promotes trust and fosters a stronger connection with the brand.

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Getting more Google reviews

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Getting product reviews in general

3

Winning back canceled memberships (resubscribe or make retail purchase)

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Winning back customers that haven’t purchased in 3 months

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Nurturing the membership customers and engaging with them

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Increasing repurchase rate from customers

Segmentation

We created advanced segmentation depending on how many times their customers have bought. This way, we were able to send the right message to those who had the potential to become a member and buy the subscription.

Automated flows

Thanks To Our Work, Wine Awesomeness

Most of our revenue comes from Klaviyo campaign emails, however, a quarter of that revenue comes from the creative implementation of flows that the Flowium Team has put together. Our strategy is made up of many sequences of emails that were custom-made to fit our business model and help achieve our goals at hand. ”
Logan Lee
Wine Awesomeness

Average revenue from email – 56.2%, benchmark – 30%

The most important metric we look at is always the revenue coming from the flows and campaigns we set up.

With Wine Awesomeness, we were able to reach up to 65.7% of the company’s total revenue coming exclusively from our emails.

Average Open Rate— 16.7%, industry average is between 15%-25%

Wine Awesomeness’ open rates increased when we took over their emails.

The average open rate of the emails we’ve sent has been 16.7%.

Average CTR – 0.35%, industry average is between – 1.5%-2.5%

Although the open rate increased, the CTR was below the industry average.

That, however, didn’t hinder the revenue growth. As we put a lot of effort into engaging with Wine Awesomeness’ customers and strengthening a relationship with them, the ones who clicked and bought, usually spent more.

Full report on Wine Awesomeness’ email marketing performance since June 2020
Campaign results
Industry benchmarks we used to assess the results of Wine Awesomeness’ email marketing performance

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