how we deliver results
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THE RESULTS
ORDERS
REVENUE
SUBSC. RATE
+40%
+24%
+11%
THE STRATEGY
- Segmented promotional campaigns by subscription users, non-purchasers, one-time purchasers, repeat purchasers, unengaged users, and cancelled subscription users to tailor content and optimize promotions for each cohort.
- Tagged the different types of campaign to identify how users are engaging with varying content pieces.
- Created benchmarks outside of the industry to put a standard on our own performance YoY.
- A/B tested emails from send times to promotions, which brought new insights and ideas but also to help optimize our channel.
- Spearheaded SMS program to diversify communications and to complement email marketing efforts.
THE RESULTS
ORDERS
REVENUE
LIST GROWTH
+29%
+66%
+15%
STRATEGIES USED
- Segmented promotional campaigns by Members, non-members, unengaged users, vintage purchasers, wine type purchasers, CA users, and cancelled members to tailor content and optimize promotions and event emails for each cohort.
- Used dynamic content to personalize emails with user properties and product recommendations, which drove more engagement and conversions.
- Consistently tested pop-ups on creative, incentive, and trigger rules and helped set up sign-up forms for our giveaways to drive list growth.
THE RESULTS
REVENUE
ORDERS
CVR
+121%
+122%
+89%
STRATEGIES USED
- Migrated over to a more powerful ESP, so we can use quality workflows and segmentations for our campaigns.
- Created more advanced workflows and optimized them using conditional logic splits based on custom properties, eCommerce history, or email engagement.
- Continuously A/B tested our campaigns, workflows, and pop-ups to identify the best methods to drive conversions and grow list.
- Refreshed our emails every quarter to keep them fresh and up-to-date on newly updated look-books and collections featured on site.
THE RESULTS
LIST GROWTH
ORDERS
REVENUE
+55%
+94%
+92%
STRATEGIES USED
- Tailored email and text content to accommodate for international and domestic user with copy changed to user's native language.
- Organized campaign calendar to ensure appropriate timing of text messages and email campaigns to avoid overcommunication.
- Segmented users based on purchase behavior data to optimize promotional emails and texts with specific product recommended content.
- Consistently A/B tested pop-ups on creative, incentive, and trigger rules to optimize list growth.
THE RESULTS
ORDERS
REVENUE
ROI
+114%
+71%
$593K
STRATEGIES USED
- Created separate welcome pop-ups based on how users arrived on the site. For instance, for users who engaged with a Facebook ad, we used the same creative and complemented the ad copy to increase opt-ins.
- Continuously A/B tested our pop-ups, campaigns, and automations to drive more engagement by finding the best tone of voice, weekly messaging cadence, CTAs, and more.
- Created specific segmentations for our most important promotions to modify our the message and which products to highlight based on the user's purchase history and behavior.
- Developed advanced automations with conditional logic in place to personalize the content based on user's journey. For instance, we had distinct flows for our VIP members, potential VIP users, and churn risk users.
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