Retail Industry Success Stories for a Wine Company
Email Marketing Services for a Wine Company in Australia with Innovative Technology in their Email
The Objective of the Campaign
To drive subscriber conversion rate through effective email marketing programs. Also, to trigger customer purchasing for time-bound promotional offers on various wine products.
Challenges
* Customers procrastinate purchasing decisions unless they discover the “alert” factor associated with time-bound deals.
* Their buying behaviour can be influenced by creating dynamic content that can subtly depict this “alert.”
Actions for Implementation
Embedding “counter timer” that shows the “time remaining” for the offer to expire. This dynamic timer will deliver the remaining time concerning the opening time of the email. After the deal expiry, it will show a custom message in place of the timer.
Strategy (Audience Training)
There were several email campaigns performed from time to time. Therefore, a comparison with multiple previous campaigns without a counter and targeted to a similar database was considered for campaign performance. In addition, the total number of conversions (Order Numbers) was taken as a benchmark to assess overall performance results.
Open Rate
Comparison with a similar base one day before and with a similar base without using a counter.
Click Rate
- Comparison with similar base one day before.
- Comparison with similar base without using counter.
Execution
# Dynamic Content Mechanism
# The Email Lifecycle
# Embedded Inventory Status
Highlights and results of the Campaign
* The open rate increased to 8.43%
* The click-through rate increased to 5.04%
* The number of orders increased to 77%.
The number of online orders drastically increased by a staggering 77% compared to previous campaigns for similar offers without using the countdown timer. Multiple such email marketing campaigns were carried out using Real Time Personalisation (RTP).
Throughout all the campaigns, there is a consistent increase in the number of orders received, a significant trend that reflects the essence of Real Time Personalisation(RTP).
