Wine Enthusiast, a wine accessories and gift retailer, has upped the ante on its email program by adding a new window shopping functionality.
Even though Wine Enthusiast had a robust promotional email program, its goal was to push the envelope by adding a behavioral real-time email program that would:
- Identify more meaningful touchpoints
- Ensure customers didn’t get too many emails
- Provide upsell and cross-sell functionality
- Identify customers even if they weren’t logged in
- Not require heavy implementation resources
Just days after signing on with ecommerce triggering solution provider Bluecore, Wine Enthusiast had an intelligent window shopping and cart abandonment email program up and running. Related products were generated automatically based on on-site behavior. All the triggered emails were prioritized in real time and frequency capped so customers received better and fewer emails.
Wine Enthusiast would later add post purchase and search abandonment to its suite of triggers.
As a result, Bluecore drove a 16% lift in Wine Enthusiast’s email channel revenue, while increasing its overall email volumes by less than 1%. Bluecore’s emails performed 31 times better than previous retargeting emails.
Wine Enthusiast also saw a 58% unique open rate, a 16.7% unique click-through rate, a 12% conversion rate, and realized $3.86 in revenue per email.
“What would have taken months of tech and design time to get up and running took less than a few days with Bluecore,” said Glenn Edelman, vice president of ecommerce for Wine Enthusiast. “We have been able to drive 16% more lift while only sending 1% more emails.”