From One-time Purchases To Memberships And Raving Reviews
- About The Client
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.
- Why Email Marketing
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.
- Why Flowium
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.
- Client’s Goals And Objectives
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.
- The Client’s Objectives Were:
Getting more Google reviews
Getting product reviews in general
Winning back canceled memberships (resubscribe or make retail purchase)
Winning back customers that haven’t purchased in 3 months
Nurturing the membership customers and engaging with them
Increasing repurchase rate from customers
- How We Helped Our Client Achieve These Objectives
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
- Winback flows, for those who signed up to the newsletter but didn’t purchase or those who canceled membership
- Membership anniversary flows: to remind about the brand and strengthen the relationship with the customer
- Canceled membership flow: to learn why they canceled their membership and offer something different based on their wants
- Post-purchase that included an email with a request of a Google review
- Flows that interacted with the customers that rated the wine they bought, to acknowledge them and ask for feedback
- Flows around the new initiative “Wine Cellar” designed to encourage Wine Awesomeness’ customers to rate the wine they’d tried with them
Thanks To Our Work, Wine Awesomeness
- Got more Google and product reviews
- Won back canceled memberships to make retail purchases
- Won back customers that hadn’t purchased in 6-12 months
- Got higher open rates on email campaigns
- Increased the level of engagement with all customers (whether membership or not)
- Now has a hyper-segmented list thanks to our preference page
- Metrics
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.
