Quicker and easier processes for sending targetted emails
Identifying the problem
Wine Ark realised their outdated processes were causing them to fall behind their competition. Knowing they needed to elevate their email marketing strategy with targeted content, their existing email platform just wasn't cutting it.
Due to a lack of segmentation tools, sending personalised content required Wine Ark, to manually create static lists. These were based entirely on customers management knew off the top of their head, and thought might be interested. This was not only time-consuming but led to marketing opportunities slipping through the cracks. Ineffective methods to save time by hitting send on an email to all customers, in addition to using very basic location-based segmentation resulted in irrelevant content being sent to customers.
Email Open Rate
By having clean and accurate data stored in a centralised portal, Wine Ark now has a complete view of their customer base. Now, they can effectively segment when creating active lists based on a large combination of factors, including wine preferences, purchase history, and price range.
The implementation of targeted email campaigns has yielded remarkable results, with an open rate of 33.13% and a click-through rate of 23.38%. Their new more targeted approach has resonated with customers and led to more effective communication. Plus, HubSpot's analytics and reporting tools have given Wine Ark greater visibility over their data, enabling them to track and measure the success of their email campaigns accurately.
Wine Ark no longer needs to waste time manually creating email lists or sending generic emails to all contacts. With HubSpot, they can easily send out hyper-personalised content to ensure customers receive relevant content.
Collaborating with Neighbourhood on a diligent email strategy alongside HubSpot has future-proofed customer relationship management processes and given greater visibility into their customer data and email marketing performance.