Winetime – a national chain of gastro markets represented by 32 stores in 14 regions of Ukraine plus an online shop. The assortment of the chain includes more than 8,000 alcohol and gastronomy items.
Prior to approaching Promodo, the client tried to run their email channel in-house, but the results from the internal team were unsatisfactory.
The email channel plays an important role in both building communication with customers and the company's income. Its optimization can consistently return up to +15% income monthly.
To ensure a successful email launch and a high percentage of deliverability, we validated the previously collected customer base.
Valid email ー existing and correctly inserted email addresses, unwitnessed in suspicious activities.
As a result of the audit, we identified some problems in the customer base, due to which brand emails were not being delivered:
27,000+
Subscriber’s base
~17%
Contacts non valid
We have removed the passive part of the base and have obtained 11,000+ of the valid base.
Prior to the start of work, the client did not rely on the email channel as a source of additional income. The channel metrics were not tracked, which means the client didn’t have the complete picture of the effectiveness of this tool.
For the channel to start making a profit, we had to restart it and set it up from scratch again.
For example, to ensure a high level of deliverability, we worked on setting up an email account:
The reputation of the sender domain growth if subscribers open the emails, rather than ignoring them or sending them to spam.
An important element in the operation of any email channel is the visual component. The more subscribers like your emails visually ー the more often they will open emails from your brand.
As our client didn’t develop the channel before, the emails from the brand needed a design and structure update.
This is why we have developed a new email template, where we have emphasized high-quality photos with mouth-watering foods and drinks.
At the next stage, we began preparations for launching promo mailings. This tool allows you to maintain regular contact with subscribers, as well as report on the most important news and promotions of the company.
Goal: formation and sending of promotional mailings on a regular basis once a week.
In 6 months, these emails had brought +36% of the income through the channel.
Another tool which had not been previously used by the brand for the update and increase of the contact’s base was the subscription widget.
We had placed the widget on the website, and in 4 months it collected 3,580 contacts.
Prior to the start of work, the brand had not used email marketing automation services. We offered the client to implement such a tool and set up the transfer of information about orders to eSputnik.
eSputnik ー customer data and multichannel marketing platform.
The implementation of this service allowed us to organize multi-channel brand advertising campaigns.
For the next stage, we set up the transfer of new contacts when subscribing in the footer and registering in the personal account to the eSputnik email service. For these events, double opt-in was configured.
Double Opt-In ー a kind of subscription, which implies additional confirmation of the email address from the email.
In 6 months, these sources have returned 570 new valid contacts.
Trigger mailing improves communication with subscribers. Therefore, we have developed scenarios for each of the key stages of user interaction with the brand.
Through the advanced segmentation of eSputnik, we have set up one of the most important conversion triggers ー «Abandoned cart» and «Abandoned view».
We had set up these triggers from the 3rd month and in the 4th, they have returned 8% of the total channel’s transactions.
In addition to the main email service in eSputnik, we have used SMS messaging: by implementing the «Happy Birthday» trigger.
This format of interaction is aimed at increasing customer loyalty, and the proposed promotional code for a discount will encourage a purchase.
To build further communication, we have developed, but have not yet implemented a trigger communication map.
Even though the niche of alcoholic products has several restrictions, this does not interfere with the creation of a high-quality communication channel.
The results of the project showed that the channel has great potential for development: in the first six months alone, the channel returned +199% of income. And this is certainly not the limit of the channel for this client.
For the further development of the email channel, it’s important for the brand to stick to the current strategy and continue to develop better communication with both existing customers and collect new contacts.
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