According to statistics, the most effective email marketing strategies are audience segmentation (78%), message personalization (72%), and marketing campaign automation (71%). These strategies allow companies to build long-term relationships with consumers and drive sales.

This case study explains how effective email marketing implementation allows businesses to increase revenue.

About the Project

Winetime is a company that has 32 gastro and wine markets in 14 Ukrainian regions and an online store. Its product selection includes more than 8,000 items from different countries.

Initially, Winetime specialists communicated with their customers via email on their own. However, they couldn’t achieve the results they wanted. Hence, the company engaged the Promodo agency to optimize their email channel and thus increase sales.

Task

1. Restart the email channel.
2. Increase sales through this channel.

Solution

As a solution, the Promodo team decided to use the omnichannel Yespo CDP capabilities to:

• store and make the best use of customer data,
• set up regular and triggered email campaigns,
• implement the omnichannel communications,
• collect contacts through subscription widgets on the website.

Preparation

To ensure the email channel worked effectively, the Promodo team conducted the following preparational steps:

1. Auditing of the existing contact base. 17% of contacts were invalid, meaning users did not receive Winetime’s emails. This can happen due to either the wrong email or domain name, the delivery blockage on the subscriber's server side, or emails being marked as spam.
2. Setting up an email account. The team created the domain integration with the email service, ran tests, and ensured that the email delivery worked correctly. 
3. Creating a new email template. The primary focus of the new design was on the high-quality photos of the gastronomy and beverages. The updated look intended to catch consumers’ attention, increasing the likelihood of performing a targeted action.

Launching Email Campaigns

After preparation was over, the Promodo team launched a weekly mass campaign to the customer base. Within six months of campaign, Winetime increased their revenue from the email channel by 36%.

Newsletter Subscription Widget

Next step, the Promodo team implemented a new tool — a website subscription widget to increase the subscriber base. In four months, it helped Winetime collect 16% more contacts than they would normally get within the same period without the tool. 

Email Campaigns Automation 

To automate email campaigns and increase their effectiveness, the Promodo team took the following steps:

1. Set up emails with order details. It saved time on communication with customers about the status of their orders.
2. Set up the transfer of data to Yespo CDP, namely, information about new contacts received through subscription in the footer and registration in the personal account. For these events, Promodo implemented double opt-in, a subscription that requires additional confirmation via email. In 6 months, this increased the valid contacts database by 15%.
3. Implemented campaigns that launch on one of the most effective triggers ‘Abandoned View’ and ‘Abandoned Cart’. As a result of using Yespo's advanced segmentation, Winetime generated 8% of all transactions through the channel within four months.

SMS as an Additional Channel for Triggered Communications

The team introduced SMS as an additional communication channel to increase loyalty and encourage customers to make purchases. In particular, they used a trigger called "Happy Birthday". Every time it fires up, an email with a promotional code is sent.

Results and Plans for the Future

The email channel has already generated +199% of revenue in the first six months. And still, Winetime has no plans to rest on its laurels. Now, they plan to implement the already developed trigger communication map:

Next steps for email channel development at Winetime:

• subscribers' data collection for qualitative database segmentation;
• in-depth analysis of contact collection points and database expansion.

If you also want to build effective communication with your customers and increase your revenue, schedule a chat with our team. Together, we will find the right fit for you within Yespo’s functionality. 

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