Julia Fox, Marketing Manager, NakedWines.com
This content was parceled out over the course of a month through a series of email sends. After all the calls-to-action in the emails were accomplished, the customer would get a free bottle of wine with their next order.
NakedWines.com saw a 75% increase in engagement, where recipients who opened an email were significantly more likely to exhibit desired behavior. Lifetime value also increased by 28% after the rollout of the onboarding process, via both increased profit and retention.
“Step back and look at your data because I would have never guessed that it was engagement level that was most highly associated with customer value,” Fox concluded. “Once you’ve done that analysis, you have to figure out a way to get that kind of behavior across a wider swath of your customers.”
MarketingSherpa Summit 2017 | Aria Las Vegas | April 10-13
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