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Email Marketing: How used email to maximize lifetime value and increase app downloads by 125%

Julia Fox, Marketing Manager, is driven by a desire to cut out the middle-man in wine purchasing. Customers are able to order wine directly from the makers, and the makers are able to connect directly with their consumers.

The way they have accomplished this is by establishing a community of customers and "Angel" members who support independent wine makers in return for access to hand-crafted wine at a lower cost.
After launching in the U.S. in 2012, the company focused mainly on growth.

“In 2014, we were able to take a step back and think, ‘OK, we’ve grown a lot. Now we’d like to grow smarter and really focus on the value and quality of our customers rather than growth for growth’s sake,’” said Julia Fox, Marketing Manager,

Because customers who interacted with the brand are higher quality customers, the company's efforts were around getting more customers engaging.

The team at developed a five-part email onboarding campaign, with each email asking the customer to complete an action:

  • Rate the service

  • Download the app

  • Rate the wines

  • Set preferences

  • Follow a winemaker

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. 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.”



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