Case Study: Automated Enthusiasm
Triggered email accounts for just 2 percent of Wine Enthusiast's mail volume, but 25 percent of its email revenue. That 2 percent is also outperforming the company's previous retargeting email efforts by 31 times.
"When you get a lot more relevant, it works," says Glenn Edelman, Wine Enthusiast's VP of e-commerce.
Back in late 2013, the source for wine accessories, storage, information, education, events and travel—that consumers mainly know for its print magazine/catalog—hired New York-based triggered email marketing software and services provider Bluecore.
Challenge: Increase revenue.
Solution: Marketing automation.
- 16% YOY lift in email channel revenue
- 25% of overall email channel revenue
- 12% conversion rate
- $3.86 revenue per email
While the small Wine Enthusiast marketing team had the batched promotional email sends down cold, the retargeting sends were becoming a bit of a heavy lift.
"So you've got the person who needs to set up the campaigns," Edelman says, "you've got designers, and then you've got database people who are pulling the lists and setting up the automation. We don't need to do that anymore. I didn't reduce that count, but I just … gave them better, more exciting things to do."
Wine Enthusiast marketers are still sending out two or three promotional emails a week.
"We look more at your open rates [to determine] how often we'll send you," Edelman says. "If you're in that sweet spot, you'll get all of our emails."
He says recipients of those batch emails view the newsletters as educational about the product they love so much—wine. So mass promo emails to tens of thousands of customers account for 75 percent of the channel's revenue.
That means the triggered emails have to be different.