Emails sent by taste, budget and place. A third of them opened.
Australia’s largest wine storage provider, with customer data that needed cleaning before it could move. Now each customer gets the email meant for them.
- Client
- Project lead
Trav WhiteFounder and Head of AI Engineering
- Industry
- Wine storage
- Platform
- Vision6 to HubSpot
- Scale
- 2 million+ bottles, clients in 40+ countries
- Built
- Segments, email automation, dashboards
01 The briefMove Wine Ark onto HubSpot with clean, up-to-date customer data, make targeted emails quicker and easier to send, and show the team how every campaign is doing.
Every customer, the same email.
Wine Ark is Australia's largest wine storage provider, with over two million bottles in its cellars for clients in more than 40 countries.
Wine Ark wanted to send each customer content that suited them, and its email platform, Vision6, was not up to it. It had no real segmentation tools, so a personalised send meant building a static list by hand, from whichever customers management thought might be interested.
That took time, and opportunities slipped through. The quicker options, sending one email to every customer or splitting by location alone, meant customers got content that had nothing to do with them.
It stayed that way because the data did not know what customers liked. Without each customer's wine preferences, budget and location on record, there was nothing to segment on, whatever platform sent the email.
What Wine Ark needed
- Clean data in HubSpot. Everything from Vision6 cleaned up and migrated.
- A way to learn about customers. Landing pages, forms and a chatbot that build each profile over time.
- A new email process. Segmentation, automation and templates that are easy to use.
- Training. Sessions on the new tools and processes.
- Reporting. Dashboards that show how each campaign performs.
Clean data first, then emails that fit.
Four pieces of work, in order: the data, the ways of collecting more of it, the reporting, and the training to run it all.
Setup and migration
HubSpot onboarding, and the data brought over clean.
- Vision6 data checked and formatted before import
- Custom properties for Wine Ark's own customer data
- The website domain connected for later pages
- A sales pipeline for the sales team
Landing pages, forms and a chatbot
Every way a customer tells Wine Ark about themselves.
- Forms for wine preferences, budget and location
- A follow-up email to profile new subscribers
- Feedback forms on email content
- A chatbot for new and returning customers
Reports and dashboards
How every email performs, and what customers say about it.
- Email performance reporting
- Feedback form responses tracked
- Campaign dashboards
Training
Workshops and ongoing support, so the team is confident in HubSpot.
- CRM fundamentals
- Sales email tools
- Marketing emails
- Forms and landing pages
| The job | On Vision6 | On HubSpot |
|---|---|---|
| Choosing who gets it | A static list, built by hand from the customers management thought might be interested | Active lists that update themselves by wine preference, budget and location |
| The quick option | One email to every customer, or a basic split by location | On-brand templates and automated sequences for each segment |
| Knowing what worked | Hard to see | Dashboards on performance and customer feedback |
The order mattered because every email depends on the data under it. Clean Vision6 data went in first, then every form, landing page and chatbot conversation added a customer's wine preferences, budget and location to their record, with a follow-up email to fill in new subscribers' profiles. Active lists sort customers on those details as they change, so the templates and sequences only reach the people they suit, and the dashboards report back on how each send did.
No more lists from memory, and no more emails to everyone.
Still building email lists by hand?
Three goals. Here is what came of them.
What Wine Ark asked for before the project started, and where it stood once it was live.
Goal 01
Accurate, up-to-date customer data
We checked, formatted and migrated the Vision6 data, added custom properties for Wine Ark's own data points, and set up forms and a chatbot that keep adding to each profile.
Every customer
on one clean, accurate record in HubSpot. Each customer's wine preferences, budget and location go on that record, which is what every targeted email depends on.
Goal 02
Targeted emails, quicker and easier to send
We built active lists that update themselves, on-brand templates, and automated sequences for lead nurturing and form submissions.
33.13%
open rate on the targeted campaigns, with a 23.28% click-through rate. Active lists sort customers by wine preference, purchase history and price range, so each email only reaches the people it suits.
Goal 03
Seeing how the email marketing performs
We built reports and dashboards on email performance and on the answers to the feedback forms.
Every campaign
measured in HubSpot. The feedback form responses show which content customers respond to, so the team can see what worked.
Put together, nobody at Wine Ark builds an email list by hand any more, or sends a generic email to every contact. Each customer gets content meant for them, and the more targeted approach has gone down well with customers.
Who ran it
Trav WhiteFounder and Head of AI Engineering
Led the move from Vision6 to HubSpot: the data migration, forms, chatbot, dashboards and training.
HubSpot Certified Trainer, 9 HubSpot Impact Awards, Founded Neighbourhood in 2015
Sending every customer the same email?
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